Domino Records

What kind of music do domino records produce?
Domino have many artists and bands signed to their records. They are sectioned into different categories such as " current artists" which have artists/ bands such as: Arctic Monkeys, The Fall and Junior Boys, "former artists" such as: Bowlfish, Plush and Smudge, "Geography artists" which contain: Bill Wells, Empress and The Nu Forest and lastly the category "double six artists" which contain: Jokers Daughter, She & Him and White Williams. From these different categories it allows the audience to select a specific singer or band and access information on the band such as singles, albums, gigs and even the latest news on them. This record company contain artists that weren’t that successful in the music industry and music from older artists.

What strategies do Domino records use to promote and distribute their music?
On the Domino website there is a section named "mart" where you can buy merchandise, tickets, mp3’s, special offers, new releases and even pre-order music. This portrays the idea that Domino target a specific audience all interested in the same style of music, therefore the merchandise are not grouped separately according to different genres, this furthermore creates a brand identity for the record company. The audience are encouraged to buy merchandise in order to support the record label such as unique t-shirts which have the company logo on it, which is also therefore promoting them as a label. It is therefore clear that Domino are multimedia as they not only distribute music, they are also selling their own merchandise. The website also allows the audience to purchase mp3s, this shows that they develop how they make their music according to the development in technology. This also allows the audience to purchase the specific music that they want, they are also able to listen to a 30second demonstration of the music before they decide whether they want to download it or not. The 30 second clip is rebelling against piracy as no-one would want to copy a 30 second clip of a song, therefore the label and artist are not losing out on any prophet while also promoting the artist/bands. In this category it also possible to buy gig tickets, they are usually cheap and also promote artists and bands. All tickets are in date and place order starting from most recent, this allows the audience to browse the bands which are playing soon so that if it’s the band that they want to see they can buy the tickets before the gig date has actually gone.

Who is the audience targeted by domino records?
From the Domino website, it is clear to see it is targeting both younger and older audience. This is evident from the use of them selling music through mp3 which clearly targets a high tech audience, aiming mostly at the younger audience. However the music they promote is from former and new artists, therefore targeting both age ranges. The merchandise they sell are available for both and females therefore they are targeting both genders. The music genre its self is quite Indie, therefore it targets anyone interested in this genre of music.

What is the relationship with Domino Records and the mainstream music industry?
Domino has a niche audience in comparison to mainstream labels, who are more well known therefore having a larger audience. However, domino records is an independent label and promote artists that arent really that well known. Where as large record labels such as the big 4 (Sony, EMI, Universal and WMG) promote well known artists/ bands and have a much larger audience to target.