The Baltimore Sun published an article reviewing the garage rock band the Arctic Monkeys' Internet and blog-fueled success. Reporter Rashad Ollison discussed the impact of the online media hype and importance of product (band) market positioning with CEO Ed Schipul:
"Ed Schipul runs Schipul - The Web Marketing Company, a firm in Houston, Texas, that analyzes various online trends. Given today's madly fickle, Internet-enhanced pop music scene, he suggests that overexposure would kill the group. Instead of lashing out at the media hype machine, he says the band should "do something more constructive with the hype, like funnel the attention to a charity or something."
"With my company, we talk about positioning in the mind of the consumer," Schipul explains. "If a band like the Arctic Monkeys doesn't bring something unique, then they will drift off in the minds of consumers. They need to have something that will resonate beyond the hype to last. ... It would be smart for them to come up with a sound, a niche, a category and promote that. The bigger the category, the bigger the band, like grunge and Nirvana in the '90s.""