So teenage chatter on MySpace created the Arctic Monkeys? Yes, according to the standard media interpretation. Not so, according to Adam Webb writing in Technology Guardian. For one thing, the Arctic Monkeys phenomenon preceded MySpace.
But he doesn’t discount the importance of the internet. He quotes the band’s manager at Domino saying:
[The Arctic Monkeys] handed out 50 CD-Rs at the early shows to a small group of fans. As the fans started file sharing them, that’s how it spread over the internet. It was word of mouth.