In a ceremony which seemed to have each moment, each breath scripted and sponsored to within an inch of its life, Alex Turner's speech at the BRITs became an enormous talking point.
Praising rock 'n' roll, the Arctic Monkeys frontman delivered a tongue-in-cheek missive which seemed to divide fans.
Yet however you chose to label it, the Sheffield band have rarely sounded as good.
Recent album 'AM' saw the group place their bombastic rhythm section to the fore on a record which seemed to alternate between Led Zeppelin magnificence and Easy E attitude.
New single 'Arabella' drops on March 10th, and to coincide Arctic Monkeys have shot a fresh video for the 'AM' highpoint.
Directed by Jake Nava, the black and white clip matches menace with seduction with the imagery touching on classic Hollywood tropes.
Watch it now.
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'Arabella' is set to be released on March 10th. Arctic Monkeys are set to play the following shows:
23 London Finsbury Park – SOLD OUT (with support from Tame Impala, Miles Kane and Royal Blood)
24 London Finsbury Park – SOLD OUT (with support from Tame Impala, Miles Kane and Royal Blood)
12 Ireland Dublin, Marlay Park