comp anal final ppt
TRANSCRIPT
Top Lifestyle Record Labels Date: Friday July 8th, 2011
By: Ranah and Sheret
OverviewOverview
Key Competitor “Share of Voice”
Social media presence – i.e. number of followers
Marketplace Assessment
Analysis of set criteria
Label Bio
Top eight lifestyle labels
Key Takeaways
Recommendations for Musical Freedom
Key Competitor Record LabelsKey Competitor Record Labels“Share of Voice” in the Marketplace
Market Place Market Place AssessmentAssessment
Criteria Dim Mak
DFA Fool’s Gold
Mad Decent
Ed Banger
Toolroom Ghostly International
Spinnin’ Records
“Share of Voice” (More than 80K Followers in at Least One Stream of Social Media)
✗ ✓ ✗ ✗ ✓ ✗ ✗ ✓
Website Accessibility(Subjective Measure - Clarity, Information and Ease)
✓ ✗ ✓ ✓ ✗ ✓ ✓ ✗
Website Appearance (Subjective Measure – Artistic and Unique)
✓ ✗ ✓ ✓ ✓ ✓ ✓ ✓
Prestigious Artists (Subjective/Objective Measure - Social Medias )
✓ ✗ ✓ ✓ ✓ ✓ ✗ ✓
Genre Variety/Diversity (More than 3 Genres) ✗ ✓ ✓ ✓ ✗ ✗ ✗ ✗Large Artist Roster(More than 40 Artists) ✗ ✓ ✗ ✗ ✗ ✓ ✗ ✓Quality Merchandise (Objective Measure – Merchandise included more than just logo printed items and music)
✓ ✗ ✓ ✓ ✓ ✓ ✓ ✗
Events/Festival Presence(Promoting Label – at least 3 events in a year or hosting parties on a regular basis)
✓ ✗ ✓ ✓ ✓ ✓ ✗ ✗
Constant Releases (More than One Release Per Month) ✓ ✓ ✗ ✓ ✓ ✓ ✓ ✓Marketing Effort (Subjective Measure – based on amount of parties hosted, marketing activations, and overall promotion)
✓ ✗ ✓ ✓ ✓ ✗ ✗ ✗
BIO: Dim MakBIO: Dim Mak Objective: Build brand awareness by touring, partnering with
festivals, and in-house shows
Use their own venues to host weekly events
Maintain presence in festivals
Dim Mak usually has 2 releases per month
Genre: Various – 23 artists
Headlining Artists:
Bloody Beetroots
Dada Life
Steve Aoki
“Share of Voice”
BIO: DFABIO: DFA
Objective: Engage diverse fan groups and value quantity over quality
As the year goes by, they have less releases (ie. Five in May, three in June, 1 in July)
Genre: Dance, Electronic, Disco – Over 40 artists Headlining Artists:
Hot ChipLCD SoundsystemBenoit & Sergio
“Share of Voice”
Objective: Build Mad Decent brand as a vehicle that brings new sounds and cultures to light in the ever-diversifying music community.
Genres: various/experimental 30 artists on label Headlining Artists:
DiploRuskoMajor Lazer
Label maintains a dominant, self-aware brand that shows interest in the consumer. New sounds can be risky, Mad Decent strategy is effective
because label’s “untamed” lifestyle and methodology is appealing.
“Share of Voice”
BIO: Ed BangerBIO: Ed Banger Objective: maintain a small, tight-knit, and collaborative
record label to develop a unified Ed Banger image and build
strong brand awareness in a local area (France).
Genres: French House, Electro Pop, Indie – 14 artists
Headlining Artists:
Busy P
Justice
Mr. Oizo
Low genre diversity
Frequent releases
“Share of Voice” particularly high “Share of Voice”
BIO: FoolBIO: Fool’’s Golds Gold Objective: To build a brand around a specific lifestyle
In-house graphic designer Dust La Rock
Currently only have a few releases in the past year
Dubbed an “indie innovator” by Billboard and a “tastemaker label” by the New York Times
Genre: Various – 36 Artists
Headlining Artists:
A-Trak
Kid Cudi
Duck Sauce
“Share of Voice”
BIO: SpinninBIO: Spinnin’’ Records Records Objective: Acts as a host and an umbrella to its 21 sub-labels
Constant releases - 8 releases in past month
Genre: Dance – Low Diversity (underground scene)
Headlining Artists:
Sander van Doorn
Afrojack
Eric Prydz
“Share of Voice”
BIO: Ghostly International BIO: Ghostly International Objective: : to be a complete “aesthetic experience”; to bring
innovative, quality art to people with open eyes and ears.
Genre: “Genre-less”, avant-pop/experiemental
Headlining Artists:
Matthew Dear
Dabrye (aka Tadd Mullinix)
Mobius Band
Quality aesthetic output:
Website, online store Do not host events and festival presence is minimal.
Nonetheless, Ghostly maintains a dominate brand
“Share of Voice”
BIO: ToolroomBIO: Toolroom Objective: To release quality house music by both new and well-
established artists, making the Toolroom name synonymous with the best of the best in the industry.
Genre: Dance (with a twist of “funk”) – 83 artists on label. Sub-labels: Leaders of the New School & Toolroom Longplayer. Marketing initiatives are very basic and minimal.
Despite weak marketing initiative, Toolroom brand is popular due to its prestigious artist roster and events.
Headlining Artists: Benny Benassi David Guetta DeadMau5
“Share of Voice”
Key Takeaways Key Takeaways
Labels can design their message around an overall brand (a lifestyle) or the music they produce
Social media presence does not always mean one label is more successful than the other
Festivals and event partnerships are critical Interaction with music consumers allows for a more receptive
fan base
Through:
○ Contests and giveaways
○ Charities and cause marketing
○ Website accessibility and information
•Liberated•Open Ended•Universally Communicated •Musically Inspired
Musical Freedom. A Dream.
Sheret
Ranah
Recommendations Recommendations Less is more – quality rather than quantity (releases & artists) Creating character independent of Tiësto, however having him as the face and
front-man of the label Have festival presence – i.e. host Musical Freedom stages Communicate cohesive, simple, and clear message via every possible outlet
(‘customer touch points’) Ex. Through: merchandise, festival presence, graphics, and marketing
initiatives How to stay relevant without constant releases?
Hosting weekly parties Forum – Creating a hub for fan interaction (customer generated content) Blog with Musical Freedom news and other relevant information Gallery on website (videos and photos)
○ Behind the scenes footage; artists’ work outside music world○ Photos of music fans at Musical Freedom related or artist-related events