Alternative Brit-pop band Arctic Monkeys are led by frontman Alex Turner and hail from Sheffield, England. Their success grew very quickly underground when fans took the reigns by promoting the band's music on their own in a grassroots marketing campaign, particularly via the Internet.
Because of the buzz generated beforehand, the first two singles the band released after finally signing to a label (Domino Records) went to #1 on the UK charts. The Arctic Monkeys achieved success in America as well, but it was mainly the British press that lavished praise (and awards) on the band.
In 2007 they released their second album, Favorite Worst Nightmare, which was another success in the United Kingdom.