Lesson 11/3/03

Re-cap onto record label: Soul Jazz Records

Music Genre's;

Soul Jazz
.................Punk
..........................Reggae
.......................................Hip Hop
..................Future Dub
......................................Mix house
.............................Latin
Japanese noise


Strategies to promote;
Merchandise
Clothing: T-shirts & bags, therefore tapping into the fashion area to creat the label image
Distribution through MP3, LP & CD, bought on their website
Radio show - displaying their artists (Renonance FM), weekly list of songs displayed on website for this, more accessible and wide broadcast range (Worldwide)
Subscribe to their newsletter, free electronic mailing list - cost effective, no cost implication for subscribers
"free shipping over £50 in UK" - Convincing the public to buy
Introduce new music from their artists on the home page
Posters - promotion of bands
Show reviews of albums, and able to play certain songs before you decide to buy - more freedom and accessibility for public
Gigs - active audience

Examples of different genre artists;
The Gladiators - Reggae
The Pop Group - Punk
Camilo Azuquita - funk & salsa

Audience;
Artists link back to 1970-90+, therefore young adult generation. The website is very simple, but includes bright colours to relate to the genres, and also attract a younger, more modern audience. In terms of the genres, it is widespread, therefore attracting other listeners which the 'big four' labels would not, making it exclusive, niche and diverse.

Difference to Mainstream;
Very independant
serveral smaller niche audiences
Own brand identity
use of strategies to;
personalise
use communication as key form of marketing, not always e-communication
not in competition with main stream
more focused on experiencing music, rather than adhering in an image