Photo: Press/WENN
Tumblr's 'music evangelist' Nate Auerbach has declared that Arctic Monkeys are currently 'bigger' than Lady Gaga due to their increased popularity online.
Auerbach, who works with Tumblr's music community to help artists engage their audience, was talking to The Guardian in a new interview about the band about their newfound success in the United States.
He said that the high chart placings of their latest album AM and the ranking of 'Do I Wanna Know' spending four weeks at No.1 of the US Alternative chart were reflected on Tumblr - with 57,000 people wrote posts including the words 'Arctic Monkeys' in the last 30 days.
"This is bigger than Lady Gaga on Tumblr right now," said Auerbach - adding that he is even working on a case study for Tumblr about Arctic Monkeys because of their 'unprecedented success' across the site.
When asked why Tumblr was so important for Arctic Monkeys and their exploding audience in the US, Auerbach replied "The internet is the new Ed Sullivan show" - referencing the venue for The Beatles’ first televised US performance.
Watch Arctic Monkeys perform 'Do I Wanna Know' on Letterman below
As well as headlining Reading and Leeds festival this summer, Arctic Monkeys plus special guests Tame Impala, Miles Kane and Royal Blood will play London's Finsbury Park on Friday 23 and Saturday 24 May, 2014. They will then be joined by Jake Bugg, Miles Kane and Royal Blood to play Dublin's Marley Park on Saturday 12 July, 2014.
For more information visit Gigwise gig tickets.
Below: The highlights of Arctic Monkeys career so far
