Alex Turner with Judan Suki at Sheffield's 2fly Studios, Turner asked Alan Smyth if he would produce an Arctic Monkeys demo. Smyth obliged and "thought they definitely had something special going on. I told Alex off for singing in an American voice at that first session." An introduction by Smyth led to the band acquiring a management team, Geoff Barradale and Ian McAndrew. They paid for Arctic Monkeys to record numerous three-song demos in 2003 and 2004. Barradale drove the band around venues in Scotland, the Midlands, and the north of England to establish their reputation as a live band. They handed
R U Mine? modern rock radio station KROQ-FM while Matt Helders, Alex Turner and Nick O'Malley lip-sync the song in a car. In 2013, the video won the NME Award for Best Video. Drummer Matt Helders, who came up with the idea for the video, revealed it was directed by Focus Creeps, who 'gave [the band] a camera and told us to film'. A second video has been released onto YouTube on 29 March 2012, following their live show in Mexico City one day earlier. The video depicts a live performance of the song and shots of the excited crowd. It ends with