THE MEDIUM, THE MESSAGE, AND MUSIC IN BETWEEN

“How deep is too deep?”

What has neoliberalism got to do with the Arctic Monkeys, and what can a rock band from Sheffield teach us about 21st-century economy and how it works? Furthermore, why even mix music and money? Why spoil the fun for the people who still find comfort in music, in a world that’s becoming increasingly materialistic? Fact is that today, without successful business models, music cannot and will not reach the masses. This article will discuss how the music industry in the 21st century has shifted from sales-oriented financial models to branding-oriented financial models.

“selective focus photography of group of people selecting vinyl record sleeves” by Anthony Martino on Unsplash

Fifteen years after the Monkeys’ rise, and for the second time short-listed for the Mercury Prize, this is a good opportunity to take a look at how one of the strongest music brands in the 21st century has established. Also, you’re most welcome to consider this article a tribute to the Monkeys’ first TV performance and to Alex Turner’s famous one-liner “We’re the Arctic Monkeys and this is “I Bet You Look Good on the Dance Floor,” don’t believe the hype.”

https://www.youtube.com/watch?v=givRh52Ic3A

“Don’t believe the hype”

We’re living in an era in which marketing strategists are tirelessly competing over our attention in every sphere, including the music industry. Therefore, it’s important to know how music gets to its listeners, how it is distributed, and what marketers and label managers do to capture our attention. In other words: how is the hype created? Hype is not necessarily a negative term. In the Oxford Dictionary, it is defined as (1) Extravagant or intensive publicity or promotion, and, (1.1) A deception carried out for the sake of publicity. And in practice — branding; marketing concepts that extend and expand a product beyond its functional boundaries, and build a relationship with its audience. In the 21st century, musicians don’t need to sell they need to communicate with their audience. This concept was no secret to the Arctic Monkeys, right from the start. The Tranquility Base Hotel & Casino album and tour serve as an excellent case study that demonstrates how the music industry today works. But, to get the lesser-known facts of the Monkeys’ success story, we need to rewind and start at the very beginning.

“The rise of the machines”

Until the 21st century, the music industry profited mainly from records sales which were also the main indicator of commercial success. Then, came the internet and from that moment on it was a whole new ball game. What once had a price tag on it was now offered for free.

“person holding Elvis Presley vinyl sleeve” by Jamakassi on Unsplash

The Arctic Monkeys were born into a changing world. Myspace was launched in 2003, the same year the Monkeys formed their band. They quickly understood that to succeed they have to give a lot and for free. To get more exposure and attention they recorded demos, put them on CDs, and gave them to the fans that came to their concerts. Without the Monkeys’ knowing the fans served as their marketers. Getting back home from concerts they uploaded the demos onto Myspace, and here’s the first lesson in New Content Economy the Monkeys taught the music industry — the internet is the new kingmaker and sales are meaningless. The new technology, under the noses of industry captains, coupled with DIY ethic helped the Arctic Monkeys become the crowds’ favorite. In a Digital Spy interview with Daniel Kilkelly from March 25th, 2006 (Monkeys plan foul-mouthed EP), they said that they don’t care whether radio stations play their music; they have the internet.

https://www.youtube.com/watch?v=qMI9GXTLZyI

“R U [still] mine?”

Don’t get me wrong. I’m not suggesting that the Monkeys made it to where they are just because they knew how to use the medium smartly while ignoring the message. Hype, no matter how powerful, isn’t enough to make a band as successful as the Arctic Monkeys. There are many ways to achieve fame and fortune, and there are many savvy marketers out there who know how to market a product that has no content. But, this is not the Monkeys’ case. The Arctic Monkeys paid as much attention to the message as they did to the medium and how to use it. From 2003 to AM, and throughout an entire decade, the Arctic Monkeys created the millennials’ soundtrack. Alexander David Turner’s pen wrote Sheffield’s night scene that became a universal landscape for a whole generation. And as the Arctic Monkeys matured together with their audience; sweet dancefloor courting scenes transformed into meaningful love songs. AM showcased Alex Turner to the world — a troubadour at his peak. AM encapsulated that very moment when the Arctic Monkeys had crossed over and beyond the boundaries of indie genre to become a mainstream popular band. The way to the top is by no means easy, but staying up there is just as difficult.

https://www.youtube.com/watch?v=VQH8ZTgna3Q

“When the zeroes line up on the 24 hour clock”

Alex Turner, the poet of the millennials, now 32, lives in Los Angeles with his model girlfriend. He can no longer sing about his everyday life (I bet it’s fun to live in LA and lead a life of a rock star, but I’m not sure that it makes a good story), or about that of his peers (middle-class life was never great inspiration to rock ’n’ roll). Hence, Turner decides to seek inspiration far away from here — in space. He abandons his street poet post, the one we all identify with and connect to, and he descends to reflect on humanity from the heights of his Tranquility Base Hotel & Casino he built in space. What does he see from there? He sees Donald Trump, “The leader of the free world [that] reminds you of a wrestler wearing tight golden trunks.” He envisages himself an aging rock star wondering “maybe I was a little too wild in the seventies?” We don’t have to read between the lines to understand that this album is about searching for inspiration. Alex Turner understands he writes to a generation that spends more time in front of screens than among people “You push the button and we’ll do the rest.” The most genuine line in the album is in the song “Science Function” when he confides his difficulty to “make a simple point about peace and love.” The album Tranquility Base Hotel & Casino is not only different theme-wise, from the Monkeys’ previous albums, but it is also different music-wise; there is more piano than guitars, and it sounds more jazz than rock ’n’ roll. What do the managers at Domino Records think when they listen to it? We don’t know. I can only imagine that thinking in terms of album-sales economy of the 20th century; the label managers would be probably tearing out their hair as they wonder whether the album will sell like the ones before. Today, no formula can quantitatively estimate how the audience received the album. Though, if I were a Domino Records’ social manager, I would probably say, while rubbing my hands with glee, this is going to be a challenge.

https://www.youtube.com/watch?v=R7A1mIdiheE

I’m quite sure that the Arctic Monkeys’ social media l people knew well in advance that many of the bands’ original fans will not like the change. But, since we’re discussing a brand-oriented market and not a sales-oriented market, it doesn’t matter who the audiences are and whether or not they like new album. The sole goal of social media managers is to bring people to the concerts. That’s it! That’s money time and the only time the brand is put to the test.

“person performing heart hand gesture” by Anthony DELANOIX on Unsplash

“When true love takes a grip it leaves you without a choice”

A brand-oriented market allows artists to practice unlimited creativity. And, since they aren’t dependent on the love of an audience, they’re free to examine and check out new horizons. The Arctic Monkeys model 2018 had proven that when you have a good relationship with your audience, or in other words: when you know how to manage your social media, you can create as you please without fearing audience loss. Indeed, the Monkeys’ social media managers are no less accounted for the last tour’s success than the Monkeys themselves. Still, we cannot ignore the simple fact that Alex Turner and the Arctic Monkeys are brilliant musicians and accomplished performers. They have been working together for more than a decade, work that has paid off well on stage. I saw them this July at the Mad Cool Festival in Madrid. Not only do they play tight, but they also give their audience what it wants. However, and after a five-year hiatus, will the audience remember that? Will the audience stay faithful, and will the fans come in droves to hear Alex sing about his Tranquility Base Hotel? Not sure. So how will stakeholders surrounding the Monkeys ensure that the audiences will fill the new album concerts? The answer is simple. The Monkeys announce a tour without releasing even one new single. Puzzled? Maybe. But that’s exactly what they did! Their goal was to sell out the tour even before the album was released. The timeframe: four months — from January to April.

https://www.youtube.com/watch?v=31hMzRNeIq4

The first step was to line up for every upcoming music festival. Playing in music festivals will steer the Monkeys clear of the new album. Music festivals are package deals, and the people attending them are usually more interested in the event, its line-up, and “catching” as many names as possible, than they’re interested in the Monkeys’ new album. But, if the festivals are sold out by February, the Monkeys have achieved the first milestone on their list. The next step is to sell the concerts. On the morning of April 13th, the Arctic Monkeys announce their tour and concert dates, even before the fans have heard one vocal out of Alex Turner. The time has come for the Monkeys’ tour managers to come into play.

The first concerts take place in relatively small venues. The Monkeys’ first stop is the North Park Observatory, San Diego with no more than 1,100 seats. In New York, they will play at the Brooklyn Steel accommodating up to 1,800 people. The European tour opens in the Columbiahalle, Berlin with 3,500 seats and then the Royal Albert Hall in London with 5,272. It makes sense that the Monkeys want to warm up their vocals in relatively small venues. But, it makes even more sense branding-wise. SOLD OUT has an immense psychological effect on consumers especially in the age of FOMO (fear of missing out). Just for comparison purposes; the Foo Fighters opened their last tour (concert and gold tour) at the Secret Solstice Festival in Laugardalur Park, Iceland with around 11,000 people. Radio Head opened their tour Moon Shaped Pool, breaking their six-year hiatus from the stage at Amsterdam’s Heineken Music Hall with 6,000 people. The Queens of the Stone Age opened their tour Villains at a relatively small venue; the Rapids Theater, New York with 1,700 seats. But, their second concert took place at the Montebello Rockfest, Canada; a festival that according to estimations attracts around 200,000 people. Analyzing the Monkeys’ tour and this comparison shed light on an uncommon pattern for a band of their magnitude. Once the April festivals are sold out the FOMO effect is at its peak. So, even after a five-year break, the Monkeys are still a strong brand that can sell 3,000 tickets in the United States and 9,000 tickets for their first two European destinations. And, here’s also where the domino effect begins — once smaller venues sell out, the bigger ones sell faster. Mission accomplished.

“people attending concert inside dark room” by Joseph Pearson on Unsplash

The Monkeys can breathe a sigh of relief. They have reached their destination. Although Alex Tuner did not sing yet, it’s time for the grand finale. The Monkeys’ social media managers know that people search the social networks looking for interactions rather than gathering information. A week before the album is released the Monkeys’ social media managers are about to give Arctic Monkeys’ fans a super suspenseful interaction. They send out teasers and then a forerunner — a short few seconds from a Hip Hop tune they upload onto YouTube with the song’s title. Does the Monkeys’ new album take a sharp turn toward Hip Hop? The clip goes viral, but a few minutes later it’s removed. It was a fake. A couple of days later, the full album leaks onto some pirate websites and radio stations start broadcasting the discovery. On Friday, May 11th when the album is officially out, there is no one in the music communities, let alone a Monkeys’ fan, that was not exposed to the album or to the discussion on whether it’s a good album or not. Indeed, the new album caught many Monkeys’ fans by surprise. But, at this point, it makes no difference whatsoever. The concerts are all sold out, and the web is abuzz. Talking about the taqueria on the roof, about Alex Turner’s beard, his haircut, etc., no one cares what people are talking about as long as they’re talking about the Arctic Monkeys that are alive and kicking.

Ladies and gentlemen; these are the Arctic Monkeys 2018! Musically sharp, collected on stage, brilliant performers, and masters in social media. Don’t believe the hype; in neoliberalism, success is measured by the numbers.

https://www.youtube.com/watch?v=pK7egZaT3hs