At the beginning of the music video the lead singer, Alex Turner, saying "Don't believe the hype" this connotes that people shouldn't believe what others say and encourages people to come and watch the show. They are also trying to express that they are not mainstream and are quite different from others. Apparently at some concerts they would make the audience turn of their phones and "be there" to feel the vibes. There's quite a of close up to the lead singer or his singing and furthermore close ups of the playing of the drums. I like how the camera isn't perfectly stable and the zooming in about out is shaky, sure usually that wouldn't be considered a good thing but in the scenario it added to the rawness and gives a rock vibe. I like the fact that the band only plays in small areas and actually refused to tour large stages, which really shows that to them it's all about the music, furthermore the vibe that the concert would have would be very different and the fact that theres nothing going on on stage except then who are simply doing their thing. Following that the actual music video is filmed in a music studio, due to the fact that it's recorded live the sound quality isn't so good but that reinforces the realness. I found it quite interesting as the video was shot using the Illegami 3-tube colour television camera from the 1980's which explain the filtery Instagram feel of the video. Audience DemographicsG ender E thnicity A age R egion S ocial-Economic status
Psychometrics I believe the psychometrics of the audience who listen to the Arctic Monkeys could be along the lines of explorers, succeedors, reformers or strugglers for different reasons. Explorers would accidentally find a band such as the AM due to their need of discovery and challenges. Although they may not stay fans for long as they would get bored and moev on. The succedors are self confident and strongly oriented and would not care about the majority and what they listen to so they would be appealed to this band due to it's niche audience. Reformers are somewhat like the succedors and value their own independent judgement so would not be interested in main stream music. Audience with the psychometric of a struggler seek escape and could use the AM's music for such as it doesn't focus on any serious saddening issues, problems. How does the Uses and Gratifications theory come into this? As all media and music video's it uses the needs from the Uses and Gratification theory to interest the audience.
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