- Artist and genre focused > specialisms in sub-genre
- eclectic and diverse
- often deal with non-mainstream, non-commercial artist > several niche audiences
- underground tag associated
Strategies
- merchandising > clothing, accessories > tapping into fashion to create label image
- advertising > free gigs, active audience
- physical production > LP, CD > retro branding > e.g. homepage uses album artwork
- form of radio > internet based, potential wider audience > wide broadcast range
- newsletter subscription > cost effective, electronic mailing, no cost implication for subscription
Audience
- 1970s generation
- seperate audience for each sub-genre
- exclusive and niche
- presented as 'cool' with specific identity
Difference To Mainstream
- very independent of mainstream
- several smaller, niche audiences
- own brand identity
- use stratagies that appear to personalise > use communiaction as a key form of marketing [but not always e-communication]
- NOT in competition with mainstream
- more focus on music than image
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