Soul Jazz Records

Genre.

• Brit pop
  
• reggae
  
• punk
  
• dance
  
• latin
  
• japanese noise
  
• mix house
  
• future dub
  

All electric and diverse.
Often deal with non-mainstream and non-commercial artists -> several niche audiences
Underground tag association 

Strategies.
Merchandising -> clothing, accessories -> tapping into fashion to create own brands

Advertising

• gigs (many are free) -> active audience -> that want to go to gigs 
  
• physical products> LP' s (vinyls) -> CD's are given priority over Mp3 
  
• turning obsolete format into collectable items "retro branding" -> e.g home pages use album cover art
  

Form of radio -> internet based -> potential wider audience -> wide broadcasting
News letter subscription -> free -> mailing list (electronic) -> cost effective -> no cost implication for subscribers


Audience.
1970's generation retro

• depends on each sub-genre, separate
  
• audience for each sub-genre
  
• exclusive and niche
  
• presented as "cool" with a specific identity

Relationship with its audience.

• very independent of mainstream
  
• several, smaller niche audiences 
  
• own brand identity
  
• use strategies that appear to:
  
• personalize 
  
• use communication as a key form of marketing, but not always -> communication
  

Soul Jazz REcords is not in competition with the mainstream as it is more about the music experience. 

Time line of the growth of the industry.

• 1980- Compact Discs first introduced
  
• 1988- CD's suppass vinyl in sales
  
• 1997- MP3 firsts introduced
  
• 1999- Naptser launches first peer-to-peer software, massive legal battles
  
• 2000- Broadband first launches in U.K
  
• 2001- Apple iPod first launches
  
• 2005- Cheap and accessable music. 3.5M units sold by apple a month
  

Music consumption.

The use of cd's is decreasing due to illegal/free downloading. Also people can link this idea to the use of music channels and youtube as they can watch and hear many of their favorite artist and bands on the television. The value if music has been lost due to people wanting to avoid paying for their music as they can download it illegally online.

Music Production.

Bands and Artists are now less dependent on record companies and instruments as they once were. This is due to increasing advances in technology and programs. One example of these types of programs is Garage band. The internet is allowing people to release music with out going through a record company. For example any band artist can upload their music onto itunes. However they still have to advertise themselves.

Music distribution.

Distribution within the music industry has changed a great deal and developed during the last ten years. With LP records being over powered by the revolution of CDs in the early 1990's to the dominance of the internet in the digital age. The internet is the most valuable tool today in music distribution, with artists and record labels offering free downloads of singles and even albums in their entirety. Music is mainly distributed and consumed through downloading sites like limewire and frostwire.

Key terms.

Synergy:
Two companies work together for mutual benefit e.g Orange wednesdays.

Vertical integration:
Ways companies build up e.g Apple produce macs, people then have to buy software that is for apple mac as they have their own programs and soft ware. ipods need Itunes to work therefore people buy songs from itunes to listen to their music.

Convergence:
When different types media technology come together into one project. E.g. Iphone.

Overview of the music industry.

The four main record labels are Sony/BMG, Warner bro's, EMI, Universal. These four record labels are called the big four, they are seen as the most powerful record labels as they own 80% of the industry, smaller record companies take only 20 % of the industry.

There are many different ways of accessing music, the majority access their music through music channels, radio and internet radio and the most popular form is illegal downloading. People also get instant gratification through gigs and concerts which also advertises other bands, this is another means of gratification.