Brit-rockers Arctic Monkeys have achieved much critical acclaim, but the band are also noted for their successful use of the internet to generate awareness and helping to break the stranglehold of record companies' restrictive contracts.
When they were formed in Sheffield in 2002 they made their way to the top of the charts by handing out CDs at their early gigs and encouraging fans to share them over the Internet. Their songs about the everyday experiences of ordinary people struck a chord with the disenchanted youth of middle England. They also ensured that their first releases were available as downloads and by the time first singles I Bet You Look Good on the Dancefloor and When the Sun Goes Down were released, they already had a huge following; the singles both went to No.1 in the UK charts.
Their first full length album, 2006's Whatever People Say I Am, That's What I'm Not was the fastest-selling debut album in UK history. Such was the buzz surrounding the band that they were name-checked by the then UK Chancellor Gordon Brown, as he remarked during a speech that he was more concerned about the Arctic Circle than the Arctic Monkeys. Capping a remarkable breakthrough, the band also won the Mercury Prize and a Brit Award for Best British Album.
The band's line-up changed when the departing Andy Nicholson was replaced by Nick O'Malley, before they embarked on an American tour to promote the album. The Arctic Monkeys' second album, Favourite Worst Nightmare, was released in 2007 and equalled the commercial and critical success of its predecessor. They headlined the Glastonbury Festival, and when their performance was shown on the BBC, it further confirmed their quick transition from indie cult to mainstream fame.
