Case Study
Independent Record Label Case Study
Step One: Choose your Independent label
Step Two: You’ve chosen your label, now answer the research questions • • • •
• • • •
Who are they? What artists does the label promote? Are the artists well known? How does the label benefit from new media technology? Place your research under the key headings: MARKETING, DISTRIBUTION and EXCHANGE. Does your label feature on the Radio One playlist? What radio stations play music from your label? What TV stations (if any) support music from your label? What web sites live stream music from your label?
Step Four Choose a couple of artists that are signed to your Independent label. Draw a Long Tail for your artists by researching the following: – Their PLAYS on Last FM; what similar artists does Last FM recommend and where would you place them on your Last FM Long Tail? – Their DOWNLOADS on iTunes; again what similar artists does iTunes recommend and where would you place them on your iTunes Long Tail? – Their VIEWS on YouTube; what similar artists does You Tube recommend and where would you place them on your You Tube Long Tail? You can also look at Limewire, Myspace, Pure Volume, Spotify etc for this task
Step Five Does your Independent label supply artists for music festivals? If so which ones?
OWNERSHIP research: Who owns the Independent label? Where is the label based? How many people are employed by the label? Does the label have marketing, legal, creative, production departments? Is the label attached to a famous club (e.g. Fabric, Ministry of Sound)? Can you supply music for the label to consider (A&R)?
Step Six PRODUCTION research Does your label produce physical CDs or vinyl? Does your Independent label own their own recording studio? Does the label produce any merchandise?
MARKETING research: What techniques does the Independent label use to promote their artists? Does the label use Myspace? Does the label pay for a web site for the artists? Does the Independent label have a You Tube account? If so what is featured (music videos, interviews etc) What press, TV coverage can you find about the bands signed to the label? Does the label organise gigs to promote the band? If so where?
Step Seven DISTRIBUTION and EXCHANGE research: Does HMV stock CDs from your Independent label? Does Tesco’s or Morrison’s? If so how much are the CDs? Does the Independent label have a Paypal account for digital downloads? How much per download? Does iTunes stock tracks from your label? In what ways has your Independent record label embraced new media technology? How could it improve it’s web presence?