Marketing
The record label will benefit from new media technology in marketing because of ads which can often be found on websites and music sites such as Spotify and YouTube. They can now advertise their music on websites such as these and people will often look at new music through these ads.
Distribution
The record label will benefit from new media technology in distribution because they can now distribute their music online rather than just in shops. This will save the customer time as they do not have to leave their home to find music. People are more likely to buy music or use music websites such as spotify to listen to the artists music as they can listen to one or two specific songs rather than having to go into the shop and buying the whole album. This means artist singles are more likely to get to number one and more people will hear of it.
Exchange
The record label will benefit from new media technology in exchange as they can advertise their music through the internet. The artist can advertise things such as concerts through their websites and through youtube over adverts. You can also purchase their music through their website. The customer is likely to enjoy this way of purchasing music because they are certified that it is their music and they can find all the music they are looking for from Domino record label. Customers can also buy their music over itunes which is a quick and easy way of finding music for cheaper prices and in the comfort of their own home. This is also a good thing because they customer can instantly get the music and will not have to wait to buy the music, meaning the artist and label will also benefit.
Domino record label does not feature on the Radio One playlist. This is likely to be because the artists which have been signed to Domino record label are not majorly famous and are not well know. The radio will therefore not play the label as they only play well known songs which their audience will know and enjoy.
However, Domino record label is played on other stations such as Absolute, Kerrang and Cool FM. These radios are less known and most likely have a different style of music to well known radio stations.
There are multiple TV stations which support Domino but not many. For example, BBC, VEVO, Domino publishing and Domino All-in all support Domino. These are not very well known stations (apart from BBC) which is the same as the radio stations. These TV stations are likely to be the only ones to use Domino record label music because the music is not very well known and most audiences will not be interested in hearing it because it is different from all chart music.
Domino has its own website which streams its music. This is so that the label can advertise themselves and audiences which are interested in the artists can find music. Domino also has artists music on youtube. This is a good way of getting their music across to audiences for free. Having music on Youtube could also advertise their music as it could come up as recommendations when on other music videos.
The arctic monkeys are an artist which are on Domino record label and have been played on Last Fm. They are one of the more well known artists from Domino and therefore have a lot of listeners on Last FM radio. From this screenshot you can see that there have been nearly 3million listeners, showing that they are quite popular. The website shows that the similar artists are The Last Shadow Puppets, Alex Turner, Miles Kane, The Strokes, Jake Bugg and The Vaccines. These artists produce the same style of music as the arctic monkeys but are also not majorly well known.
The junior boys are also an artist which have been played on Last FM. However, as a less well known artist they have not been listened to as much as other artists such as the arctic monkeys and have only have almost 416,000 listeners. The similar artists which are recommended on Last FM Kelley Polar, The Juan Maclean, Hot Chip, Erland OYE, Hercules and Love affair and Matthew Dear. These artists are not very well know, like the Junior boys but those that listen to this genre of music are likely to enjoy these other artists music.
The arctic monkeys have had over 6,000,000 downloads from iTunes. This shows that although the music genre is not in the charts and they are not as well known as other artists they still do well with selling their music.
On Youtube, one of the arctic monkeys more recent videos has been shown to have nearly 54 million views. This shows that Youtube is the best way to get artists music to the audience and Domino can benefit from using Youtube to get their artists music out into the public and get it well know.
Domino have also set up their own youtube account to promote less popular artists music such as Junior boys. Although they are not very well know this example has still had nearly 2 million views, showing again that Youtube is a good way of getting artists music to the audience.
Domino do supply some music festivals with artists. An example of an artist which has been supplied to music festivals is Arctic Monkeys. The arctic monkeys have are performing at the Firefly music festival and Reading and Leeds festivals which are quite big festivals. This shows that independant labels can get their artists to large festivals meaning the artist is well known.
Domino was founded by Laurence Bell and Jacqui Rice and is based in London. Domino record label has around 35 artists working for them.
As a large independant label, Domino have marketing, legal, creative and production departments. However, despite it being a large independent label it does not have any connections with a famous club.
It is likely that Domino will accept demos by post or electronic demos, however if you were considering it you would have to check with them first.
Production:
Domino produces CDs to sell to the customers as it is the latest technology where the customer can physically own the music. Domino is a record label which sells their CDs on its website as it is easy and people will find the music they are looking for from the label.
Although Domino is a big independent label they do not own their own recording studio. This is likely to be because they are independent so not as financially capable as major labels and they can find other arrangements to get their artists to record in a studio.
The company itself does not produce merchandise for the artists. This means if the artist wanted to have merchandise produced they would have to create it themselves without the help of the label.
Marketing:
Domino uses social networking and media to promote their artist. This would include facebook, twitter, radio and the television. Domino also have a Youtube and a myspace account. The Myspace account is not limited in the UK. There are also links which connect the artists to the record label. The Youtube account includes music videos from artists in working for the record label, album trailers, links to artists, audio videos and remixes.
The press talk positively about the artists on the record label and promote the artist. However I could not find many articles about the record label or artists on them. This is most likely due to the fact it is an independent label and many of the artists have not been heard of before. This would mean that the press are not as interested in them because it will not suit the public's needs.
Distribution and Exchange:
Domino records sell some of their music in HMV. The average price for these are £10-15 in stores. Shops such as ASDA and TESCO are also likely to sell some artists music from domino record label. However, the artists music is most often sold online on shopping websites such as amazon, artist websites or the domino records website. iTunes also stocks songs produced by artists on Domino. By having songs sold online and on iTunes gives the independent label an advantage as people may become more aware of their music and they are also more likely to buy certain songs and music produced. Domino has embraced new media technology because of this reason by selling music online and on iTunes.
To get more of a web presence Domino could advertise more through sites such as twitter, youtube and facebook. They could create more teaser videos to get people interested and put these out onto the internet on social media pages.
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