Researching the branding and marketing of artists who already fit into our chosen genre:“Indie/Alternative Rock”...

Arctic Monkeys

The Pigeon Detectives

The Yeah Yeah Yeahs

Arctic Monkeys are an alternative rock band formed in 2002, UK. Arctic Monkeys are heralded as one of the first acts to come to public attention via the Internet (fan-based sites rather than from the band), with commentators suggesting they represented the possibility of a change in the way in which new bands are promoted and marketed. Arctic Monkeys have used Myspace to push themselves into the public eye, and it resulted in the band getting signed to "Domino" in June 2005, after they refused to change their songs to suit the industry and resisted signing to a record label for some time. Their fans also helped to promote the bands music, by recording the songs at gigs and giving out demo CDs. Also, Mark Bull filmed the band's performances and made the music video to "Fake Tales of San Francisco" releasing it on his website and therefore giving the Arctic Monkeys further exposure. Overall though, Arctic Monkeys relied on the "word-of-mouth" technique to boost their popularity, through the internet, their fans, and their tours and media coverage.

This English band was formed in 2002, and has also exploited Myspace's networking genius to gain exposure. Although probably not as recognised as Arctic Monkeys, The Pigeon Detectives have been quite successful. They supported Dirty Pretty Things whilst they toured in spring 2006. In early November 2006 they supported fellow Leeds band Kaiser Chiefs, who are known to be fans of the band, on a number of occasions around Europe. The Pigeon Detectives have relied heavily on their performances, at festivals, and being the supporting band for bigger Indie bands such as the Kaiser Chiefs, to gain them recognition.

The Yeah Yeah Yeahs are an American indie rock band formed in New York City in 2000.Alongside performing headlining tours across the world, the band has supported artists such as Björk, The White Stripes, The Strokes, Liars, and Jon Spencer Blues Explosion. The band became one of the first western rock acts to play in China when they headlined the Modern Sky Festival in Beijing in 2007.The main difference, I think between English Indie bands and The Yeah Yeah Yeahs is that they have a lead female vocalist and her clothing style attracts attention on stage. They seem like a “hands-on” band, Karen (lead vocalist) co-directed and all three band members were featured in the video for the group's "Hologram World" video. They also seem to be playing the festival circuits in the UK, playing at Glastonbury Festival 2009.They are very well known, especially in the UK actually. They are not a conventional Indie band as seen in the UK and USA, but I think this works in their favour as they stand out by being original and different.