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As can be seen from the headline below, the band has a consistent brand that surpasses their own distributed media.

This article confirms, once again, that the band are know as being unconformist and are keen to push boundaries.

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This album, entitled 'Whatever People Say I Am,That's What Im Not' is yet another tool used to anchor their alternative identity.

The cover (below) depicts a close up of a rugged looking man, smoking a cigarette. This immediately connotes a sense of rebellion and unconformity.

Furthermore, the use of such a title reinforces the unconventional nature of the band and their willingness to challenge social norms.

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Through this stylised approach to the bands representations, Arctic Monkeys are immediately understood by the audience as non-conformist and potentially anti-establishment. Although I do not reject Dyer's 'Star' Theory, I feel that with an artist of such magnitude, this theory insufficient. Thus, I perceive this band to be further developing Dyer's Theory to the point where it challenges the more basic elements of Dyers concept.

They have not been constructed to "represent real people experiencing real emotions". Instead, I think that Baudrillard's theory of hyper-reality is much more applicable. This is because they are purposefully being constructed to appear outside of a commercial strategy and instead are depicted as alternative and unique stars who live outside of a sense of reality. Consequently, this branding subverts personal identity gratifications and relatibility and instead project a sense of aspiration and admiration.

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This video is of Arctic Monkeys receiving an award at The Brit Awards 2014. Alex Turner then proceeds to give a iconic speech about rock and roll.

Alex Turner (lead singer) has used this TV air time to create a memorable and rebellious moment, when he drops the mic. This act portrays the bands individualistic nature and their controversial tendencies. This brand identity is further strengthened through his speech and highlights the underground and alternative nature of rock music as well as anchoring his passion for the genre.

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Arctic Monkeys win MasterCard Album of the Year  | BRITs Acceptance Speeches

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Arctic Monkeys have used multiple tools, theories and platforms in order to clearly present their brand identity and ensure symbiosis.