JS: ARCTIC MONKEYS DYER

In band photos and representations of their image, Arctic Monkeys conform to the check list of attributes and star values for rock and youthfulness identified by Dyer. For example in both of these band shoots their facial expression is somewhat blank, yet they maintain a sense of hostility and rebellion, and also emotions of disregard. The staging of them portrays them to be a gang in a sense – with Alex Turner their lead man, which parallels his position in band as lead guitar and vocals. The dominant colour in both shoots is black, reinforces the dark and gritty themes earlier stated, however they are contrasted by a lot of white. This raises the significance of the polarized colours and perhaps suggests their originality and creativity – being unique and the opposite to everyone else. There is a mysterious air surrounding these photos, as they don’t have a justification or reason for this hostile nature. This feeds into Dyer’s paradox theories and so provides the consumers an incoherence of which they are trying to solve and satisfy.

 

 

 

 

 

Similar anti-social themes are displayed in their album covers and in the content of album booklets, as seen in the two images below. Black and white is again a key feature of the cover, again suggesting dark topics. In the first image, a man is displayed smoking a cigarette – a somewhat innocent act ideologically loaded with associations of anti-authority, rule-breaking, and anti-social behaviour. The man looks like he could perhaps be under the influence of a third party substance, and this – paired with the cigarette – shocks the consumer, as it appears that a disregard for social values regarding drugs and health is displayed: one of Dyer’s star quality criteria. Moreover, the second picture disregards social convention, using an explicit word in their question of “Who the f*ck are Arctic Monkeys?” This both shocks the audience, but also shows a funnier and friendlier side to the band – as they are seemingly mocking their own popularity: at the time they were only just becoming “big”. Whilst this is true to an extent, the use of the expletive does maintain the sense of isolation from the audience, as they appear a group you may not want to mix with; which, again, provides the audience with a paradox – they are present in a friendly manner, yet also absent because of their self-inflicted segregation from society by refuting the conventions and normalities.

 

 

 

 

 

 

 

 

 

This alias and reputation they have built for themselves remains consistent through other forms of media, with their videos mirroring the same personality traits with a lack of care towards society and others.  The dark filter remains prominent in a lot of videos again reflecting their gloomy themes. The main idea shown is that of disregard for others in the video of ‘R U Mine?’ The stills placed below first illustrate Alex Turner with his feet up – summarising his laid back attitude towards life and how in a sense he does what he wants. This idea is continued in the next still, as anti-social behaviour is displayed. The band is playing live music in the street in a bid to disrupt social harmony, and so are not respecting the peace. Furthermore, flares are included in this performance, which can arguably epitomise yobbish behaviour, anger and hatred because of the main context in current society of being present at fierce sporting events. The second group of stills are taken from another video – ‘Do I Wanna Know?’ Whilst the dark gradient remains a theme, the overall message is very different. The earlier exploration of smoking appears again and so they are promoting the same resistance to social norms, yet this time they are also almost sexualising a woman, as they do in this second still through picturing her with overly centralised assets.

 

 

Above: ‘R U Mine?’

Below: ‘Do I Wanna Know?’

 

 

 

 

 

 

 

 

 

 

 

 

These titles are both questions that the song themselves do not particularly provide an answer too, once more feeding into the mysterious feeling and Dyer’s idea that an audience are faced with a puzzle they will never fully solve – constantly buying into products in order to try and find the answer. All in all, Arctic Monkeys have constructed a star persona that is illustrated in all features they appear in – a persona concentrated on rebellion. Other aspects to this alias ensure they will appeal to as big a market as possible, yet it is clear to see – using Dyer’s theory – that the primary audience being targeted through the ‘desirable’ traits they have is the young adolescent market.