Alt-J is an indie rock band from England known for their experimental sound and independent approach. They have sold over 4 million records worldwide, primarily through their independent record label Infectious Music but also partnered with Atlantic Records. Alt-J promotes themselves through minimalist websites and videos that emphasize their music over their image in accordance with their indie ideology. Their social media presence allows fans to feel connected to the band and learn more about them to strengthen their identity with the band's values.

1. Alt-J

2. Genre
Indie Rock:
× Lower financial income (less resources)
× No outside assistance
× DIY approach to production and distribution
× Cutting edge sound
× Produced independently. Benefits are:
× Authenticity
× Seen as hardworking
× More independence with music
× Less commercially reliant

3. Distribution
× English Band.
× Genre: Indie rock, Experimental rock, Indietronica.
× Record Labels: Infectious Music, Atlantic. There are many
artists signed to Atlantic as it is a huge label so there are lots of
opportunities for synergy. Infectious Records is independent.
× An Awesome Wave sold over 300,000 in the UK and 500,000
copies in the US. This is all Yours sold over 100,000 copies in
the UK. They have sold over 4 million records worldwide (half in
the US).
× They have performed in The US and Canada as well as places
like Indonesia, Germany,
× Alt J have performed at Glastonbury, Reading and Bestival as
well as others.
× Alt J have their own store which features clothing with that has
the band’s most recent CD cover on it. The store is not
overwhelming, showing that merchandise is not extremely
important to the band.

4. Broadcast
× Both In Cold Blood and Deadcrush use low-key lighting and
have a sort of odd theme to the videos. Neither of them
feature the band.
× The videos are on Youtube, on the band’s own YouTube (not
VEVO) with over 680,000 subscribers. Deadcrush has 3
million views and In Cold Blood has 4.3 million.
× Deadcrush is an surreal dance video and In cold Blood has a
haunting narrative, which appeals to a target audience as
they diverge from typical music videos and show that alt-J are
true to their artistry. Both videos have similar camera
techniques as they use a slow zoom to give the videos a
more ominous vibe.
× The indie genre does come through the videos as the
characters are presented as unusual as they are either
psychopathic or dancing in odd locations. The first half of In
Cold Blood just focuses on woodland creatures and peace
which contrasts with the violence and gore seen later. This
conforms to the indie genre as it is not typical of music video
narratives.

5. Ideology
× Music over appearance.
× https://www.ft.com/content 65e9e1a4-406a-11e7-82b6-
896b95f30f58
× The band are happy with their anonymity – unusual for
music artists. This is helped by their reluctance to be ‘brand
ambassadors’ by not appearing in their music videos.
× The band are humble and polite, they work hard and are
true to their music without resorting to special guests and
tricks. This does conform to the indie genre as the artists
are seen to be very connected to and focused on their
music.
× Their NME interview is aimed at the musically
knowledgeable.

6. Website
× The website is very minimal with dark colours, which causes
an enigma code as it does not tell the audience much about
the band. It presents the band as cool and different which will
appeal to their target audience.
× The website is not in your face and more relaxed which
shows the band’s style and suggests that they are not
obsessed with their image.
× There is a game on the website which encourages
interactivity with the audience. There are also links to other
social media, which encourages more coverage and
promotion.
× The website has dark colours and a recurring font, which
connotes a video game type feel. The whole website is
themed around their latest CD, Relaxer which really
emphasises that it’s on sale and will promote sales.

7. Magazine and Album Artwork
× The magazine, as well as featuring Alt-J, also includes
articles on artists such as Belle and Sebastian, showing that
this magazine is aimed at an indie-music fanbase.
× The magazine has a typical layout, with Alt-J covering the
mast head, showing their importance and making they stand
out.
× Both images have a post-modernist feel

8. Social Media
Facebook
× 1,652,841likes
× The cover photo is off the band’s new album ‘Relaxer’
and promotes it as it states ‘out now’ and is a call to
action as it links to the ‘shop now’ section of their page.
× The Portland post creates a we-feeling as fans living
there or going to that concert feel appreciated by the band. It also
creates a sense of excitement, generating hype for the band
Instagram
× 206k followers
× The band use instagram to upload photos of their travels,
concerts and new releases. The photos have a back stage and
exclusive look and are not overly produced. This presents the
band as more down to earth and regular people, allowing for fans
to identify with them more.

9. iPlayer
× The link to BBC iPlayer promotes the band’s performance for Radio 6.
It promotes the band as Radio 6 is associated with alternative music
and can appeal to people who like music in this genre. If the audience
watches and enjoys
this streamed performance, they are more likely to buy tickets to see
the band live.
× The interview promotes the band as people and appeals to fans who
want to se what they are like.
YouTube
× Alt-J has a playlist on the front page of their channel which advertises
their new album, ‘Relaxer’. They also have playlists for each of their
albums.
× They have 772k subscribers, much less than Beyoncé or Ed Sheeran.
Their page also feature live performances from other YouTube
channels such as the Tiny Desk Concert and a playlist of ‘favourites’,
which appeals to the audience as they are a little quirky and unique
such as a French artist experimenting with the design of one of their
album covers. The cross promotion allows fans to easily access extra
clips of Alt-J.
× The page has the links to their website, Facebook, Twitter and
Spotify.
× It has links to live streams for events such as their Coachella
performance, promoting live music as well as videos.

10. Audience
Uses and Gratifications
× Entertainment: Music, interviews e.g Glastonbury
× Identity: Be able to identify with the band’s values/ sharing
attitudes towards music.
× Interaction: Talk about the Glastonbury set/interview with
other fans and discuss what they enjoyed about it. They feel
like they begin to know the band better .
× Information: Find out more about the band and their interests
as well as their time at the festival.
× Appeals to explorers – enjoy unconventional and
experimental sounds.