Case study- soul jazz records

GENRE:
Artist and genre focused > specialisms in sub-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 brand/label IMAGE

Advertising
-gigs (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 (global!)
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 MAINSTREAM:
-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

NOT in competition with the mainstream
- more about the EXPERIENCE in MUSIC rather than adering to an image