Case Study 
Arctic Monkeys
In January 2006 the Arctic Monkeys debute with their first album ‘Whatever People Say I Am, That's What I'm Not.’ They where celbrated as a revolutionary band that came out of the woodwork of unsigned bands by using the internet and social networking website Myspace.
However this has now been long discovered to be untrue, and the fact is that the internet played a small part compared to the traditiknal elements of the record label, management, press agent, distribution, major publishing deal.
The Acrtic monkeys have no control over the Myspace page, and is rather controled by the fans.
"I think the word 'internet' and to a lesser extent, the word 'MySpace' can become shorthand for fresh, new and exciting," explains Gareth Grundy, deputy editor of Q magazine. "If you're a record company, and you want to push a new artist, you'll be thinking 'Well, what's the best way to bring these people to their potential audience?', and that will enter into your thinking."
Nine Inch Nails
Nine Inch Nails an American Industrial music group, with Trent Reznor who is the only official member of Nine Inch Nails and remains solely responsible for its direction.
Since 1989, Nine Inch Nails has made eight major studio releases. The most recent releases, Ghosts I–IV and The Slip, both released in 2008, were released under Creative Commons licenses. Both were initially released digitally, with physical releases coming later. The digital release of The Slip was made available completely free of charge. NIN has been nominated for twelve Grammy Awards and won twice for the songs "Wish" and "Happiness in Slavery", in 1992 and 1995 respectively.
Lilly Allen
Lilly created an account on MySpace in November 2005 and began posting demos. The demos attracted thousands of listeners, and 500 limited edition 7" vinyl singles of "LDN" were rush-released, reselling for as much as £40. Allen also produced two mixtapes to promote her work: they included tracks by Creedence Clearwater Revival, Dizzee Rascal, and Ludacris. As she accumulated tens of thousands of MySpace friends, The Observer Music Monthly (OMM), a magazine published in The Observer, took interest. Few people outside of her label's knew who she was, so the label was slow in responding to publications wanting to report about her.
In March 2006, OMM included an article about Allen's success through MySpace. She received her first major mainstream coverage, appearing in the magazine's cover story two months later.
The social networking site was the primary hub for messages of support and condolence following her January 2008 miscarriage. Allen received a 2008 NME Award nomination for the category of "Best Band Blog." Allen's songs have been downloaded from her MySpace page 19 million times.
As of 9 February 2009, Allen had 448,000 MySpace friends. She was the fifth most popular musical act of the 2008 according to the social networking site.
Allen used her MySpace blog for controversies surrounding her. By February 2009 she had stopped the practice because "It's boring when people just pick stuff up and write about it. People get hurt, people get upset."
Arctic Monkeys
In January 2006 the Arctic Monkeys debute with their first album ‘Whatever People Say I Am, That's What I'm Not.’ They where celbrated as a revolutionary band that came out of the woodwork of unsigned bands by using the internet and social networking website Myspace.
However this has now been long discovered to be untrue, and the fact is that the internet played a small part compared to the traditiknal elements of the record label, management, press agent, distribution, major publishing deal.
The Acrtic monkeys have no control over the Myspace page, and is rather controled by the fans.
"I think the word 'internet' and to a lesser extent, the word 'MySpace' can become shorthand for fresh, new and exciting," explains Gareth Grundy, deputy editor of Q magazine. "If you're a record company, and you want to push a new artist, you'll be thinking 'Well, what's the best way to bring these people to their potential audience?', and that will enter into your thinking."
Nine Inch Nails
Nine Inch Nails an American Industrial music group, with Trent Reznor who is the only official member of Nine Inch Nails and remains solely responsible for its direction.
Since 1989, Nine Inch Nails has made eight major studio releases. The most recent releases, Ghosts I–IV and The Slip, both released in 2008, were released under Creative Commons licenses. Both were initially released digitally, with physical releases coming later. The digital release of The Slip was made available completely free of charge. NIN has been nominated for twelve Grammy Awards and won twice for the songs "Wish" and "Happiness in Slavery", in 1992 and 1995 respectively.
Lilly Allen
Lilly created an account on MySpace in November 2005 and began posting demos. The demos attracted thousands of listeners, and 500 limited edition 7" vinyl singles of "LDN" were rush-released, reselling for as much as £40. Allen also produced two mixtapes to promote her work: they included tracks by Creedence Clearwater Revival, Dizzee Rascal, and Ludacris. As she accumulated tens of thousands of MySpace friends, The Observer Music Monthly (OMM), a magazine published in The Observer, took interest. Few people outside of her label's knew who she was, so the label was slow in responding to publications wanting to report about her.
In March 2006, OMM included an article about Allen's success through MySpace. She received her first major mainstream coverage, appearing in the magazine's cover story two months later.
The social networking site was the primary hub for messages of support and condolence following her January 2008 miscarriage. Allen received a 2008 NME Award nomination for the category of "Best Band Blog." Allen's songs have been downloaded from her MySpace page 19 million times.
As of 9 February 2009, Allen had 448,000 MySpace friends. She was the fifth most popular musical act of the 2008 according to the social networking site.
Allen used her MySpace blog for controversies surrounding her. By February 2009 she had stopped the practice because "It's boring when people just pick stuff up and write about it. People get hurt, people get upset."
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