After watching a BBC interview with Alex Turner, the lead singer of the arctic monkeys, it was clear what his "brand" was. While asked about the success of his 5th album he laughed nervously and explained that he hasn't been reading any of the reviews. This shows that he is a humble and down to earth artist that knows what type of artist he is and doesn't need validation from critics. Avoiding questions about his personal life, he continued talking about only his music which showed that he is a serious artist.  When the interviewer asked him about his song, "I Want To Be Yours" he gave complete credit to the songwriter and praised him, saying that all he did was sing it and deserves less credit then it's worth, maintaing his humble demeanor. By not overly praising himself this shows the listeners that he isn't a "Kanye West" with an overinflated ego, he's just a regular guy with a gift.  The way he talked to the interviewer was very soft spoken and polite, thanking her multiple times. Overall, listening to Mr. Turner's interview made me think that he was a man serious about his art, or at least his PR team had me believe that.

https://www.youtube.com/watch?v=F5htdIW9sVo