The artists you love supported by the music labels you need to know more about!
Major Labels VS. Independents
1
2
Cover Story SEO
5-7
Alexa.com
8
Music Industry Background
8-10
Record Label Backgrounds
11-12
The objectives of website design
12-22
5 Sâ€&#x;s
23-27
AIDA
28-29
Online value proposition
30-37
Customer orientation – audience segmentation
38-49
Dynamic design and personalisation
50-51
Aesthetics
52-53
Page Design
54-58
Copywriting
58-63
Navigation and structure
64-68
Interaction
69-74
Keywords
75-78
Conclusion
79-80
Recommendations
80-81
Reference List
82
Bibliography
83
Authors
84
3
This weeks issue will focus on how well 3 different music labels use their websites. The report will include an in depth research and analysis on
Warner Music, EMI Music and XL Recordings. The key topics this issue will contain are; •Alexa.com •Keywords •The objectives of website design •Integration of marketing and business objectives •Online Value proposition •Customer Orientation •Dynamic Design and personalisation
•Aesthetics •Page Design •Copywriting •Navigation and Structure •Integration
4
Search Engine Optimisation „ A structured approach used to increase the relative ranking position of a company or its products in search engineâ€&#x;.(Chaffey,Smith.2008:page:496) Using the search engine Google, we were able to analyse the search engine optimization by typing each website into Google. This enabled us to compare the three websites ranking position using popular key phrases and website names.
5
Search Engine Optimisation
This screen shot shows that when you type in “music labels” into Google, the only Music label from the 3 we have chosen that comes up is EMI.
This screen shot shows that when you type in “Warner music” into Google these are the results that pop up. Of which The Warner music website does come first.
6
6
Search Engine Optimisation
This screen shot shows that when you type in “emi music” into Google these are the results that pop up. Of which The EMI Music website does come up first.
This screen shot shows that when you type in “xl records” into Google these are the results that pop up. Of which The XL Records website does come up7first.
Search Engine Optimisation
Using Alexa.com we established the average load times, regional traffic ranks and where visitors go on each website. Alexa.com shows that the Warner
Warner Music website is very quick to load compared to the EMI website. There is no time recorded for the XL website
EMI Alexa.com shows that the majority of traffic received by the Warner Music website is from India and Germany, compared to EMI whose is Canada and the USA, whilst XL’s is Germany and the USA again. XL Alexa.com shows that the majority of visitors from XL and EMI view the home page , newsletter and shop pages, whereas the majority of visitors of the Warner Music website view its blog and investors page. 8
The music industry is comprised of hundreds of music labels, the majority of which are independent. Three "major corporate labels" dominate the recorded music industry Universal Music Group (after purchasing EMI in November 2011), Sony Music Entertainment and Warner Music Group each of which consists of many smaller companies and labels serving different regions and markets. The
live music industry is dominated by Live Nation, the largest promoter and music venue owner. Other important music industry companies include Creative Artists Agency (a management and booking company) and Apple Inc. (which runs the world's largest music store, the iTunes Store).
The "Big 5" major record companies became the "Big 4" in 2004 when Sony acquired BMG, and the "Big 3" when EMI was acquired by Universal in 2011 (The
Guardian) 9
In recent years the music industry has suffered. With CD sales plummeting, ongoing use of digital piracy and lack of popular acts on tour is believed to be the reason for the ÂŁ189m drop in revenues in the past year (The Guardian, 2011).
Other factors include the state of the economy and lack of consumer spending on albums in store. With music labels recognising the struggles in the music industry, they have now turned to merchandising, sponsorship and touring (The Sunday Times, 2011).
Music sales were down 7% last year in the UK and nearly 10% in the United States. Two of the four major record labels, including Warner Music Group also admitted their pre-Christmas sales were down 10% and 14% (The Guardian, 2011).
10
EMI is one of the worlds „leading music companies‟ which currently has
agreements with hundreds of digital partners. EMI‟s focus is „new music‟ and strives to discover and develop new artists. The label works in partnership with new artists to produce market and sell their music and other products through the broadest possible range of channels. An official report from EMI in 2010 stated that revenue for the label was up 6.5% to £1,178 million compared to the previous year.
11
Warner Music Group strives to help artists achieve long-term creative and financial success. The record label also provides consumers with the highest-quality music content available. WMG offers services such as artist management, merchandising, touring and more. As one of the worlds leading music publishers, Warner Music Group has a catalog of more than one million songs from more than 65,000 songwriters (Warner Music Group, 2011).
Independent record label XL Recordings began in 1989. The label continues to work with fresh talent and original, inventive artists,
regardless of genre. XL Recordings believes in their tradition of „non corporateâ€&#x; record label culture (XL Recordings, 2011).
12
XL Recordings is extremely accessible. The user-interface allows viewers to navigate easily around the site to find what they need quickly and efficiently. The minimalistic style of the site allows the information to flow freely and the Navigation buttons are displayed simply, unlike EMI and Warner Music Group which has much more text
throughout their WebPages.
The typography is generally large in size, which allows the visually impaired users to read the text clearer. With regard to User-Centered Design and Usability, XLâ€&#x;s site is extremely user friendly.
With navigation buttons laid out neatly at the top of the webpage, the user can find
what they are looking for within seconds. The page itself is simple, to the point and minimalistic.
13
In terms of SEO, when typing in „independent record label UKâ€&#x; into Google.co.uk, XL Recordings can be found on the 10th page.
When looking at information architecture, the navigation buttons in this particular website are laid out in a simple way. The main links run across the top of the site, which take the user to the most important pages. A selection of XLâ€&#x;s artists are displayed in the centre of the homepage, similar to how Warner Music Group is displayed. The user can click on an artist and is taken to a detailed webpage with information. The website emphasizes specific areas of its content with the bold navigation buttons. The content throughout the site is informative. When selecting an artist, the user is taken to a colourful blog styled page with several updates including tour dates, new track releases and more.
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The user can also insert their email address directly on the homepage and can also click to join the Facebook and Twitter page which allows more interaction between the user and brand.
The overall design of this particular website is modern, quirky, simplicity. Each page is laid out slightly differently, though consistency
with regard to text and colours remains the same throughout. The overall colour scheme is right for the personality which fits the target audience of the site.
15
The user can also insert their email address directly on the homepage and can also click to join the Facebook and Twitter page which allows more interaction between the user and brand. The overall design of this particular website is modern, quirky, simplicity. Each page is laid out slightly differently, though consistency with regard to text and colours remains the same throughout. The overall colour scheme is right for the Personality which fits the target audience of the site.
16
The Warner Music Group site is generally user friendly, with simple typography, bold headings and large imagery, which instantly allows the visually impaired to view the website clearly. With regard to User Centered Design and Usability, the navigation buttons to the main pages (About, News, etc) run down the left hand side.
The main focus point of the homepage is the centre, which displays a slideshow
of images for the user to observe, which instantly informs them of which musicians the label is in charge of.
17
In terms of information architecture, navigation buttons are clearly laid out on the left hand side. By selecting the main three headings, (Recorded Music, Music Publishing and Artist Services), a selection of „drop down‟ buttons appear, with a box of text to the right of the link to allow the user to select exactly what they are looking for. This site has a vast range of information for the user to read, unlike XL Recordings, which overall is simple and minimalistic. With regard to SEO, when typing in „Record Label‟ into Google.co.uk, Warner Music Group appears on the 6th page after searching through.
18
The site has a varied amount of information, displayed clearly for the viewer to see. Specific content is connected to navigation buttons which are on top of a blue background. The overall visual design stylish and classic. The colour scheme of white black and blue adds simplicity to the pages, and this is seen throughout the pages of the site. Flash animation appears throughout the site which adds a touch of excitement for the viewer when searching through the pages.
19
EMIâ€&#x;s site is similar to Warner Music Group in terms of accessibility. The font size itself is clear, yet slightly smaller than XL Recordings bold typography. The visually impaired may find the layout confusing as there is a vast amount of information
displayed on the main page and throughout the site.
20
With regard to User-Centered Design and Usability , EMIâ€&#x;s content is complex. There is a vast amount of information and imagery for the user to view. Links run across the top of the page and down the left hand side, similarly to Warner Music Group. The user is able to access specific information quickly with the help of these navigation buttons. In terms of information architecture, EMIâ€&#x;s site has several navigation buttons running along the top of the site which allows
the viewer to quickly select what they are looking for.
21
A search box also allows the viewer to type in what they are looking for. With
regard to the sites SEO, when typing in UK record label, when typing in „Record Label‟ into Google.co.uk, EMI appears in the first page. The overall design of this particular website is modern, quirky, simplicity. Each page is laid out slightly differently, though consistency with regard to text and colours remains the same throughout. The overall colour scheme is right for the personality which fits the target audience of the site. Similarly to XL Recordings website, the „blog‟ style seems to appear throughout the pages.
22
Website Goals – 5S‟s
1.
Sell – provide ways to buy products and services online and generate leads All three sites do not specifically sell products, however the intention is to promote the artists/musicians to create sales elsewhere.
23 23
Website Goals – 5S’s
2.
Serve – quick easy access to up-to-date info
Serve – XL Recordings, Warner Music Group and EMI all inform their viewers with the latest information. Especially EMI, which allows the viewer to access regular news and Twitter updates from the site.
24 24
Website Goals – 5Sâ€&#x;s 3.
Speak - Personalised content and social media engagement to enhance brand relationship.
All websites allow the user to connect to their own individual social media sites (e.g. Twitter, Facebook). For instance, XL Recordings displays a navigation button at the top of the page to allow instant access to its Facebook page, and EMI displays Twitter updates directly on the main page.
Warner Music Group
25 25
Website Goals – 5S‟s
4.
Save – access to online applications and interactive services can save visitors time and money Each site allows quick and easy access to its own social media site. Warner Music Group and EMI even offer a search option so the user can quickly find the information they require.
XL Recordings
26 26
Website Goals – 5S‟s
5.
Sizzle – sites should seek to differentiate themselves, build the brand and deliver a quality visitor experience
Each of the websites have been designed to represent their brand differently. The content of each site fulfills the viewers needs by allowing easy access to a vast amount of information.
XL Recordings Warner Music Group 27 27
The AIDA model is applied to sites to help achieve persuasion. Attention: With XL Recordings, the site grabs attention from the viewer through the use of simple, bold, vibrant graphics displayed on the homepage. Similarly, Warner Music Group grabs attention from the bold graphics displayed, however on this particular site the graphics are more advanced. The Adobe Flash graphics in the centre of the homepage immediately grab the viewerâ€&#x;s attention by informing them of the artist the label works with. EMI also draws the attention in by using images.
Interest: After XL Recordings site grabs the attention of the viewer, they are inclined to seek more information. A vast amount can be obtained from the „Aboutâ€&#x; page and the viewer can select an artist from the main page and a variety of information is displayed. Warner Music Group also has a large amount of information and content for the viewer to observe, including music videos of the artists. With regards to EMI, there is also a good selection of information and content on the site including updates from Twitter.
28 28
AIDA
Desire: XL Recordings viewers have access to up-to-date information relating to the artists featured on the site and also allows access to Twitter and Facebook. With Warner Music Group, the viewer can select an artist from the homepage and can instantly watch a music video. This interaction draws the viewer in. Similarly to XL Recordings, the viewer can also access social media sites relating to Warner Music Group from the homepage. Viewers of EMI can also gain updated information from social media sites.
Action: On XL Recordings site, the viewer can easily subscribe to extra information from the music label by inserting their email address. With Warner Music Group, the viewer can easily find more information by selecting the appropriate navigation button. Similarly to Warner, EMI allows the viewer to type key words or phrases into a search box if they wish to find specific information.
29 29
Search bar The search bar being placed here, allows the site to
be accessible. It encourages the three click rule and frays away from the interested users getting agitated with the length of time it takes them to access things on the site. Or bored with the amount of things they
need to do to get to their desired place.
Networking sites Encouraging social networking sites is a good way to gain more of an insight into the latest fads and trends . Warner Music
are able to target their important users 30 for and make the site more accessible
Online value proposition
Artistsâ€&#x;
News
Pictures of the artist The news section on the homepage is a place provides more of
for fans to be exempt from rumours and hear
an interest rather
the latest news straight from the labels
than names and writing as the visual
themselves. That way they know they are
is more engaging .
reading the truth, instead of reading false blog
Once clicking on
stories
the picture, viewers are able to watch
The feel Warner present a business
the latest videos
style website, this creates a
from their favourite
formal atmosphere. They
artist . This keeps
concentrate on promoting
the interest
the brand as well as
consistent
promoting their artists. 31
Online value proposition
Quick search Search bar
A way for interested searchers
Similar to Warner, the search
to go straight to what theyâ€&#x;d
bar being placed here, allows
like to see rather than search
the site to be accessible. It
through pages of irrelevant
encourages the three click
information
rule and frays away from the The latest tweets interested users getting
This encourages people to know what
uninterested.
happens offline with artists as well as online.EMI shows the relationship between them and their artists as social networks build a status of relationship and friendship. The general interest shows fans that EMI are serious about the artist they sign. 32
Online value proposition
Recent posts, Archives A list of the last 6 post. As well as posts in the archives for months and years ago. This gives bloggers an opportunity to stay up to date and re-blog, which gives fans the option of knowing all that's available about their artists.
The feel EMI have created a blog type setting for their site. This involves regular updates of what artists are doing and why they are doing it for example: •Live shows •Last minute concert releases •Appearances •Interviews •Press releases The site allows fans to hear music before it‟s released and expresses views and feelings about their latest releases. EMI‟s website has built their own fan base using the fans that their artist have. The blog setting creates more of a relaxed feel therefore encouraging bloggers, unsigned artist and music lovers to enjoy the site.
33
Online value proposition
Search bar Similar to Warner and EMI the search bar being placed here, allows XL Recordings site to be accessible. It is also very clear as to what XL Recordings want from the online visitors. The idea is for visitors to sign up to their XL Recording site, Facebook and Twitter in order to be regularly updated via emails, updates on Twitter and page posts on Facebook without having to visit the site itâ€&#x;s self . Out of all three websites XL makes it clear that they are trying to create more leverage for the website as well as their artists recognition offline. 34
Online value proposition
XL Recordings The constant image of XL
plastered around the site reinforces the label to the online visitor until they feel obliged to return to the site. Rather than
seeing an artist and not knowing where they have come from.
The feel XL Recording have used a blog type setting for the website with regular updates. However one could debate the accessible navigation as it is hard to separate updates from features of the site this could
frustrate visitors.
35
Online value proposition
Online value proposition: Defines an organization’s online offering distinct from offline or competitors offering’. (Chaffey,Smith.2008:page:493)
Warner music, EMI and XL Recordings have one thing in common and that is all three labels are trying to create leverage for their websites. Although one may argue that it is not essential for a record label website to have regular visitors, but rather that their artist websites have the most visitors in order to create public
awareness for themselves. It is a good way for Record labels to keep up with what the latest trends and fads are, as well as being able to promote the other artist signed to the label. This could be defined as the labels proposition. Record labels often do collaborations with artist from the same record label and use
their sites to promote that record. Out of all three labels (EMI, XL recordings and Warner music) XL recordings is the only website to provide a visitor to the site the option of signing up and
becoming a member. By signing up to the XL recordings website members will receive regular emails and updates to create more public awareness and advertising using offline methods such word of mouth.
Offline promotion: offline promotion uses traditional media such as TV or newspaper advertising and word of mouth to promote a company’s web site. (Chaffey,Smith.2008:page:493)
XL recordings are also able to identify there target market with the sign up option. This will enable them to improve features on their website by making their website more accessible to their attracted market.
36
Online value proposition
Fortunately all three label websites have used social network sites such as Facebook and Twitter as a mean to connect with their
market. This is another way for them to advertise their labels with regular updates and frequent posts. To concur the labels are able to keep up to date with peoples interests and ensure the artists are promoted in a way to benefit themselves and the label. XL recordings and EMI, both have blog style websites, uploading links to particular artists interviews and articles, as well as YouTube videos and latest information on what artist are up to using informal banter .
However XL recordings tend to provide links to videos rather than providing the video on the site unlike EMI. This could prove rather inconvenient as links have a tendency to expire. Warner differs from these two websites by encouraging as much interest in the brand
(Warner music) as it does in itâ€&#x;s individual artist, creating a business style website.
37
Customer orientation: providing content ,services and offers on a web site consistent with the different characteristics of the audience of this site. (Chaffey,Smith.2008:page:487)
Both EMI and XL Recordings are recognised for their blog styled websites and attract a lot of visitors due to their regular updates. Offline, a lot of rumours are made up about artist. Often these rumours are influenced by online blogs.
‘Blog: An online diary regularly updated by an individual or group with topical news and views.’ (Chaffey,Smith.2008:page:485) Consequently EMI and XL Recordings attempt to provide positive publicity for
their artist to tackle the negative blog publicity. EMI and XL recordings fortune from having a blog styled website, as it is less formal and more likely that visitors will become regular and will spend more time on the site.
On the other hand Warner music's website does not have a blog theme however, does show its artists latest videos as well as information on Warner music and related labels. Warner also promotes their artists personal website using links to the artist website This creates publicity online and offline for both
the Warner label and its artists. Online promotion: online promotion uses communication via the internet itself to raise awareness about a web site and drive traffic to it, e.g. Hyperlinks from
other web sites, banner adverts or targeted electronic mail (e-mail) (Chaffey,Smith.2008:page:493) 38
Customer orientation – audience segmentation
The following questions were asked to five individuals in order to come to a conclusion as to what the music label websites EMI, Warner music and XL Recordings offer to the those whom visit these web sites.
1.) Out of EMI, Warner music and XL recordings websites, which one would you say interests you the most?
2.) Why? 3.)What keeps you interest in the site (what features are on the site that keeps you intrigued) 4.) Why do you visit that particular music labels site rather than any
other? 5.) What would you like to see change on the website? 6.) What social networking site are you signed up to?
39
Customer orientation – audience segmentation
40
Customer orientation – audience segmentation
Name: Kwame Age: 20 Gender: Male Profession: Student 1.)EMI 2.) I am very musical. Having had a love for music for years I like to check up on labels to see what is new and what is old. I am currently working on music of my own as you know, so I like to make sure that what I am doing is still „hip‟. EMI have like a blogging kind of website so the updates are regular,
so it‟s like getting my info straight from the horse‟s mouth. I keep up with blogs just to see what people are into also what the labels are looking for and interested in, what is popular and what artists are being blogged about the most. I don‟t really go on the site to look at individual artist but
rather to see what is going on across the border. 3.) The blog style 4.) I do visit other labels especially independent labels. But out of the three options you have given me I only really go on EMI don‟t get me wrong
though I do visit Warner quite a bit. 5.) Nothing really maybe has the updates every three days rather than every six days. That‟s the biggest issue I can think of and that‟s not really an issue. 6.) Twitter, Facebook, Sound cloud and MySpace
41
Customer orientation – audience segmentation
42
Customer orientation – audience segmentation
Name: Omari
Age: 18 Gender: Male Profession: Student
1.)Warner 2.) Just because it‟s the one I know of. But I don‟t go on the site a lot, because I can hear the music off blogging sites or YouTube. I don‟t even go on the
artist websites any more just because they don‟t update as quick as bloggers or YouTube or another popular site called World Star Hip Hop. 3.) To be fair I don‟t really go on Warner but if an artist mentions something on twitter or I‟m looking for something (musically) that I can‟t find I‟d go on
the site. But it wouldn‟t be my first option, no. 4.) No reason in particular but they represent two of my favourite artist Wale Lupe Fiasco 5.) I don‟t visit the site enough to know 6.)Twitter and Facebook
43
Customer orientation – audience segmentation
44
Customer orientation – audience segmentation
Name: Phoebe Age: 19 Gender: Female Profession: Student
1.) Warner 2.) Because I am aware of a lot of my favourite artist are signed to the label. Also I have heard of Warner brothers for loads of other reasons. To be honest I wouldnâ€&#x;t say I go on their regularly but I do check sometimes, like to see if an album is being released or to tweet something.
3.) Its a good way to keep up with my favourite artist, as well as their tour dates and album releases. 4.) Just because itâ€&#x;s the one that I know the most. Like on my favourite artists websites, Warner is sometimes listed at the bottom of the page as a link.
5.)Nothing really, probably just less formal if anything. 6.)Twitter ,Facebook and Tumblr
45
Customer orientation – audience segmentation
46
Customer orientation – audience segmentation
Name: Shae Age: 23 Gender: Male Profession:
1.) I like all three to be honest 2.) I‟ve done a lot of music before I was a member from the urban group Bomb Squad and we had two videos and at that point I really wanted to get signed so it was important to be up to date with what labels were looking for and signing. I mean YouTube was something we regularly used just to be viral so the odd freestyles and filming in studio was often put onto Facebook. I mean it was something that we really wanted at the time so making sure we knew what labels were more us
than anything was important. We didn‟t get signed but I‟m not sure if that was our lack of determination or our lack of knowledge with the music industry. But I would recommend anyone that is interested in the industry to look at all labels having a preference isn‟t important it‟s understanding what the labels offer if you know what I mean.
3.) It has almost become habit for me to spend time on these labels sights. I‟m not at all interested in getting signed anymore but I still love music and I still like to be up to date. I have this urge to always want to see new and raw talent. Although you can see raw talent more on YouTube, MySpace or Sound Cloud, raw talent doesn‟t stop when a person gets signed and that‟s what a lot of people forget. I like to stay up to date signed or not and to me those websites give me the real thing. But I have to say EMI does provide the most updates. Their stuff is never more the two weeks old. 4.) Like I said I like all three and more. I am just a music person so if I know I can hear
good music, I‟ll most definitely tune in. However I‟ll go back to EMI and say that they do allow you to hear pre- releases, and labels like XL Recordings are good as they have signed a lot of UK artists who have become mainstream like, Adele and Dizzee Rascal. Only thing is they just have links thrown all over the page (laughs). 5.) I think would just change the layout on XL Recordings 6.) MySpace and Facebook
47
Customer orientation – audience segmentation
48
Customer orientation – audience segmentation
Name: Hayley
Age: 22 Gender: Female Profession: Sales
1. EMI 2. I like the homepage because it‟s like a blog and my boyfriend is a DJ so he checks out all these music label sites so he can remix
the songs and stuff whilst I get my latest updates 3. I just like a site I can get my updates regularly from like show appearances‟ 4. No particular reason 5. Not really fussed to tell you the truth 6. Facebook
49
The Warner Music, XL Recordings and EMI website share a similarity in Dynamic Design and presentation as there is no Sign in or anything that is personalised to the visitor. All three websites strictly hold basic information which is accessible by all visitors. However the third music label XL Recordings does allow visitors to enter their email address to access a newsletter however a free membership is required. The following images are screenshots of all three websites showing that there is no way of signing in, or no personalised web content, however as you can see the top right hand corner of the XL website contains an area you can enter your email address to receive membership newsletters.
No designated log in area for potential members. No personalisation, however Sign up
available for regular newsletters.
50
Dynamic design and personalisation
No Sign in or dynamic personalisation available on EMI or Warner Music website.
51
“Aesthetics= Graphics + Colour + Style + Layout and Typography�(Chaffey,2008) Site Personality The Warner Music Website is very corporate and professional, in comparison to the EMI and XL website which are very blog like on the home page, the EMI website also contains a twitter feed on the right hand side of the page. Brand Values The 3 music labels do follow their brand values on their website, in the sense that each of them uses their corporate colours and identity throughout Sound
each of their website.
Neither one of the websites contains any sound
unless you click on a video link of one of their artist, which is only available on the EMI and XL websites. Graphics, video The EMI and XL Website home page do not contain any graphics
in comparison to the Warner Music website which contains a photo gallery of each of their artists. However the EMI and XL website which are similar to a blog in style do contain embedded videos of latest singles released by their artists. The layout of the three websites are quite simple, the Warner Website is split into 3 main columns, the first the navigation bar, the second a picture gallery or content and the third a news feed. However the other 2 websites XL and EMI are
very similar, the both follow the layout of a blog, the both contain a navigation bar at the top of the screen and a blog like content underneath. 52
Aesthetics
53
Typically the design of a website will be more effective if there is a different page
template for different site sections which have different objectives. It is necessary for different layouts to be consistent, for instance;
Company name and logo for identity: For all three sites; XL Recordings, Warner Music Group and EMI, their logo’s are placed in the top left hand corner of the page. This remains consistent throughout.
Menu (and submenu’s): XL Recording’s menu is simply six navigation buttons that takes the viewer to more content and is generally basic looking. Warner Music Group and EMI have slightly more complex menu’s with a vast amount of content displayed on the page.
54
Footer for reference to copyright and privacy information: Out of all three websites, Warner Music Group and EMI are the only ones that appear to have footers With navigation links to copyright and privacy information.
Page title for content e.g. Product information: All three sites are consistent with Page titles clearly displayed above the content.
55
Good template design will achieve;
An aesthetically visually pleasing layout: All three sites have an appealing appearance. Warner Music Group and Emi are similar in terms of style and layout which allows the websites to look professional. XL Recordings stands out with its unique modern style and vibrant colours.
Clear emphasis of different content types: With XL Recordings, bold headings emphasize the content types. Warner Music Group and EMI have slightly more content throughout their WebPages, and content is emphasized through the way in which the site is laid out. For instance, Warner Music Group content is laid out in the centre, which draws the attention of the viewer to the main aspects of the site.
56
Visual hierarchy showing relative importance of different content through size: There is a sense of visual hierarchy when looking at XL Recordings. This is the least informative website of the three, and immediately the viewer learns which artists the record label works with.
The visual hierarchy is shown simply by observing the order of the navigation
buttons on the main contents page.
Similarly to EMI, the important pages appear to be in order along the top of the main page. Warner Music Group is laid out slightly differently, and the three most important pages appear to be highlighted with a blue background which draws the attention of the viewer.
57
Copyright refers to laws that regulate the use of the work of a creator, such as
an artist or author. This includes copying, distributing, altering and displaying creative, literary and other types of work. Unless otherwise stated in a contract, the author or creator of a work retains the copyright.[online]available at:
http://graphicdesign.about.com/od/legalglossary/g/copyright.htm
58
Copywriting
Footer ( scan Copyright (relevance & accuracy) The year the copyright was last updated which was 2009. meaning it is still relevant.
ability) The terms and conditions and copyright statement is placed in the footer so it is the last thing a visitor to the site is going to see if seen at
all
59
Copywriting
Chunky & brief The heading is both
highlighted and bold. All other headings are in a bigger font ,boldly typed, briefly written, and numbered in order to separate each term and condition.
60
Copywriting
Copyright (relevance & accuracy) The year the copyright was last updated which was 2011. meaning it is still relevant. the copyright is positioned in the footer along with the terms conditions
Chunky & brief The main heading and all other headings are in a bigger font and are boldly typed and briefly written exactly like Warner music
61
Copywriting
Capital letters (scan ability) The sections which should not be ignored are in capitals mid page highly likely one would not pass it as it differs from the rest of the headings and other texts. Unlike Warner musicâ€&#x;s website.
62
Copywriting
Warner music and EMI websites display there copyright bar in the footer of their homepage. With a close link to their term and conditions link which elaborates further as to what the copyright does and does not permit. Both websites clearly illustrate what their most important regulations are by having them in capitals. Both websites list their regulations, making system easy to read and understand. Warner highlight the points that they need to stand out whereas EMI tend not to. To concur both EMI and Warner music type their key regulations in capitals with the intention to portray the importance of those specific ones. As important as one may see the copyright, Warner and EMI place their set of laws e.g. terms and conditions, policies and copyright in their footer. This could lead to various visitors not reading or taking not of those parts of neither sites. XL recordings fail to display their copyright anywhere on their website. They also do not exhibit any form of policy, terms and conditions or regulations.
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“Navigation describes how users move from page to the next�(Chaffey,2008) The navigation the Warner Music website is very professional, the navigation bar itself is located on the left hand side of the screen, the buttons are blue and stand out from the main content of the main page, in comparison to the XL and EMI website the navigation bars go across the top of the screen and are in black and white, with the font size being 12. The navigation around each of the websites is very short and quick, with every click on XL and EMI going back to a page similar to a blog but specific to the link you clicked on, however the Warner music website remains the same with the only area changing is the second column which contains content, The Warner music website navigates visitors to its artist websites, where as the other 2 websites EMI and XL contain information within the actual website.
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Navigation and Structure
The XL Navigation bar.
The Warner Music Navigation bar.
The EMI
Navigation bar.
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Navigation and Structure
XL – 3 Click Rule All links lead to other webpage's within the same website. Within 2 clicks. For Example if you clicked on Tyler the creator on the home page, it will automatically direct you to a specific page for Tyler the creator.
This is the home page of the website.
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Navigation and Structure
Warner music
Warner – 3 Click Rule The first click takes you from the photo gallery to the second step which enlarges the artists photo.
The second click enlarges the artists picture to cover the entire size of the picture gallery.
The third click leads to a music video of the artist, not always up to date.
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Navigation and Structure
EMI
EMI – 3 Click Rule
The first click directs visitors from the home
page to the artist page by clicking on “Artists”
The second click directs the visitor to a new page from which they can select the artist the want.
The third click re- directs visitors to external artist websites.
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EMI
Tool Bar EMI uses interaction techniques throughout their website in order to create engagement with visitors to the site. Once on the site the tool bar is essential to be able navigate as it is impossible to see anything fully without clicking on it e.g. videos, links, tweets and any feature in the tool bar. The search bar is also there to create engagement as it allows visitors to type in anything they are specifically searching the site for.
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EMI
Interaction
The acknowledgment EMI ask for views and reviews on any features/ updates they put on the EMI site. This shows that they acknowledge the views of their visitor. This is a good way for the website to know who is viewing their site as they ask for details in order to comment on an article. This prevents the daunting experience of having to sign up.
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Warner music
Interaction
Drop down link
Links –toolbar
Gaining interaction
The toolbar is essential to visitors
with visitors providing
on the site as they are unable to
by information in the
navigate around the website
drop down links.
without clicking on related links.
Warner provides a
It is impossible to access features
brief overview on
without clicking on it , this also
what each link it
includes articles on the news
about.
feed.
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Interaction
Navigation
Similar to Warner music and EMI, XL
Sign up
recordings website requires the user
The sign up
to click on links on the websites
allows visitor to
homepage in order to gain access on
sign up in order
many features on the site. However
to receive emails
unlike Warner and EMI, XL recording
from the XL
do release many updates on their
recording
website homepage.
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Interaction
Drop-down boxes This shows the same thing as what is already presented on the homepage however, it allows visitors
to navigate around the page rather than lose interest in the site because they are unable to interact with the site.
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Interaction
‘Interaction helps to engage web site visitors by giving them some two-way communications plus greater involvement and control over their web experience.’(Chaffey,Smith.2008:page:268) EMI anything a visitor wants to access on the website has to be clicked on in order to gain full access. Full access allows visitors leave comments and read reviews from others about EMI posts and updates on the website. The search bar is also provided on the EMI website to enable visitors to search the website for specific things. EMI‟s homepage is similar to a blurb for a book. It unfolds when the reader is engaged and turns the pages. Warner Music also follow a similar technique to EMI. On the Warner music website it is impossible to access anything without clicking on any of the links. Using drop down links, Warner narrows down a visitors search requirements by providing several options relation to a specific heading. XL recordings website like Warner music and EMI, provides the same technique to engage their users. This is done by restricting information to the user unless they click on their interest. XL recording website differs from EMI however has a similarity to Warner as it provides drop down links. This enables a visitor to navigate around the page rather than only searching the homepage. All three websites use the social networks Twitter and Facebook to interact and gain interaction from their websites visitors and members. By providing these social networks the record labels are able to send out „tweets‟ and „feeds‟ in the hope of gaining feedback from those interested in what the website provides. 74
These are the keywords used by each website according to Alexa.com
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Key Words
The key words used by the website to help its location on Google.
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Key Words
The key words used by the website to help its location on Google. <meta http-equiv="imagetoolbar" content="no" /> <meta name="Description" content="Warner Music Group is a major music company with interests in recorded music, music publishing and artist services" /> <meta name="Keywords" content="these, are, keywords, for, the, site" /> <meta name="author" content="Warner Music Group Digital Properties" /> <meta name="copyright" content="Warner Music Group" /> <meta name="robots" content="all" /> <meta name="revisit-after" content="7 days" />
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Key Words
The key words used by the website to help its location on Google. The artists names are the key terms used by XL <meta name="description" content="London based record label established in 1989. Home to Vampire Weekend, Peaches, Karen Elson, M.I.A., Radiohead, Discovery, Basement Jaxx, The White Stripes, The xx, Adele, Friendly Fires, Ratatat, Titus Andronicus, The Horrors, Gil Scott-Heron, Jack Pe帽ate, The Cool Kids, Sigur R贸s" /> 78
Overall we have discovered the differences on the EMI, Warner music and XL recordings websites. All three websites are associated with popular artist and
popular music , However, through analysing all three websites we have identified several differences. One may debate that all three websites are created to serve the same purpose, which is to produce a higher leverage for their site. Warner Music website is very professional ,formal and presents a informative and business style website. Whereas the EMI differs by offering a blogged style website with a wide range of interaction. This is encouraged by YouTube links,
comment pages and regular updates of news and events. On the contrary, XL Recordings website has a completely different layout. Although it shares a similarity with EMI by presenting of a blog site it has very limited web pages and content. It seemed quite obvious that XL recordings is a independent label, as it failed to present important data such as copy rights and restrictions on the website. To concur several links on the website failed to work. The Warner Music website has financial content as well as pages on the business background. Warner's has a professional aura and provides up to date contact details for music lovers to get in touch with the label both
privately and directly.
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Conclusion
The EMI Website contains a live Twitter feed and embedded videos of the latest music. The EMI website has a relaxed feel and the wide range of interaction allows viewers to continuously be engaged. Based on our research we have noticed that the EMI and XL recordings website have content that music lovers can enjoy such as regular updates, music videos and regular entertainment news updates. On the other hand Warner Music is aimed at those who are interested in the website for a more formal purpose.
Warner •Should contain latest music videos from its artist •Become More interactive with its visitors •Should allow visitors to sign into the website and allow the website to be personalised for every visitor to keep them engaged with the brand •Should allow the viewer to be able to purchase products online to increase sales for its artists and the label •Increase font size to allow the text to become easier to read for the visually impaired
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EMI •Should hold more content and not be confused for a independent label •Should allow visitors to sign in and have a website personalised to them to keep them engaged with the brand •Should allow the viewer to be able to purchase products online to increase sales for its artists and the label •Increase font size to allow the text to become easier to read for the visually impaired
XL •Should hold more content •Should allow more interaction with its visitors •Should allow the viewer to be able to purchase products online to increase sales for its artists and the label •Allow the viewer to „search‟ keywords and phrases to enable them to find information faster
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Chaffey,Smith.2008:page:493 Chaffey,Smith.2008:page:487 Chaffey,Smith.2008:page:485
Chaffey,Smith.2008:page:493 Chaffey,Smith.2008:page:248 Chaffey,Smith.2008:page:263 Chaffey,Smith.2008:page:268
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Book sources Chaffey,D. Smith,PR.(2008) eMarketing eXcellence planning and optimizing your digital marketing(third edition):Elsevier Ltd Page: 468,485,487,493,493 Website sources
[Online] Available from: http://Google.com/images [Online] Availablefrom:http://graphicdesign.about.com/od/legalglossary/g/copyright.htm [Online] Available from:http://www.xlrecordings.com/ [Online] Available from:http://www.wmg.com/ [Online] Available from: http://www.guardian.co.uk/business/musicindustry [Online] Available
from:http://www.thesundaytimes.co.uk/sto/public/roadtorecovery/article615627.ece [Online] Available from:http://www.emimusic.com/wpcontent/uploads/2010/02/MCL_AR_09101.pdf [Online] Available from:http://www.emimusic.com/about/ [Online] Available from:http://graphicdesign.about.com/od/legalglossary/g/copyright.htm [Online] Available from: http://www.guardian.co.uk/media/2011/aug/04/uk-music-industryrevenuefalls?INTCMP=SRCH
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Abbas Ali
Shanneka Simpson
Roseanne Dodds
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