Domino Records: a British independent record label

1.   What differences do you notice between Domino and Universal in terms of artists and genres?

Domino records is an independent label that associates itself with the genre indie rock and indie pop. Most of the artists signed to Domino records are not as well-known as those signed to Universal but Domino has got a handful of acts that are well known such as Franz Ferdinand and The Arctic Monkeys.

Universal music group has many subsidiaries that associate themselves with different genres for example Island records focuses on pop/rock and has artists such as U2 and Fascination records focuses mainly on pop which has artists such as Girls Aloud and The Saturdays.

2.   a)  How would you describe Domino’s target audience(s)?

b) How does the label address and appeal to its audience?

I would describe Domino's target audience as young people aged around 16-30 years old, more males than females who are interested in Indie music.

The label's website appeals to it's audience through it's style. The colours used are bright which creates a modern look and appeals to the younger audience.  there are many links at the top of the page such as MP3 where the audience can download songs. there is also a link called live which informs the audience of the latest gigs and concerts.

 

3.   a) Have you heard of any artists on their roster? Which ones?

b) Why do you think a high profile artist might sign to Domino?

I have only heard of two artists on their roster and they are Franz Ferdinand and The Arctic Monkeys.
I think a high profile artist might sign to Domino because Domino record label lets their artists just focus on the music and does not manufacuture their artists like Fascination records with Girls Aloud who have been 'moulded'.

4.   Find out about the Archie Bronson Outfit, a group signed to Domino. What strategies is the label using to promote and distribute their music?

5.   How has convergence affected the label?