The online revolution has become an advantage to many bands/artists around the world, however it has had disadvantages on others. I have looked at 2 bands/artists, one that used the Internet to promote their music and one who relied on traditional forms of promotion.
The Arctic Monkeys used the internet to promote their music, they are an English indie rock band that formed in 2002. The band is made of Alex Turner (lead vocalist), Jamie Cook (lead guitarist), Nick O’Malley (bass guitarist) and Matt Helders (drums). Arctic Monkeys are one of the first acts to come to public attention through the Internet, they represented the possibility of a change in the way in which new bands are promoted and marketed. Using the social networking site ‘myspace’ they created a large fan base, the band uploaded their songs and videos onto the website for people to listen to. Their popularity grew largely and received attention from BBC Radio and British tabloid press. A local photographer filmed the band’s performances and made a music video, he released this onto his website. The bands songs were available for purchase on iTunes and they released limited Cds and records. This band were not signed to a record label so used the internet as a free source for promotion and marketing. Eventually they signed to Domino, they said they were attracted to the “DIY ethic” of Domino as the owner of the label only signed bands he liked personally. Arctic Monkeys have released four studio albums:
-Whatever People Say I am, That’s what I’m Not
-Favourite Worst Nightmare
-Humbug
-Suck It and See
and one live album
-At the Apollo
Mumford and Sons relied more on traditional forms of promotion, they are an English folk rock band that formed in 2007. The band consists with Marcus Mumford (vocalist and guitarist), Ben Lovett (vocalist and keyboards), Winston Marshall (vocalist and banjo) and Ted Dwane (vocalist, string bass and drums). They began working with a management company a year later after they formed. This band toured around the UK to expose their music and create a fan base before the release of their debut album. They also toured with other artists with similar target audiences for promotion. Mumford and Sons gained popularity via performing for larger audiences and by making television appearances in the US. The band signed to Island Records in the UK in 2009, the label appreciated its honest approach and unique sound. Mumford and Sons have been commercially successful in Australia and New Zealand. The band did many gigs and performed at various ceremonies, they used UK television adverts as a use of promotion also. Without online revolution bands/artists relied on record labels to promote their music, which is rarely the case right now. Bands/artists needed the records labels for expert advice and knowledge for promotion.
The Internet has given many bands/artists the chance to freely promote their songs via social networking websites such as myspace, facebook and youtube. It makes it much easier for people to find the music they enjoy and maked it easier for bands/artists to create a fan base. Now it is not essential for bands/artists to be signed to a major record label for the promotion of their music, now more and more artists are using online revolution as an advantage for their music.
