Research into existing record labels enabled us to create our own label. We decided that it would be an British Independent label based in London. Formed in 2013, the label already has experience in managing existing artists who are doing relatively well on the charts and in sales. They specialise in managing artists of the pop rock genre as well as trap and dance music but alter the brand image in order to appeal to a mass audience so that they could maximise their sales.
During our production meetings, we came up with the idea for the record label including the name and the scheme. At first, I was unsure if we could produce a logo that represents the record label's values but after seeing the logo that Gabriel produced, I was convinced that it would work.
Below is the logo that Gabriel produced on Photoshop:
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| Logo for our record label |
The inspiration for the logo of the record label comes from the idea that rules were meant to be broken, linking with the overall edgy sound of pop rock. The artists signed to the label are not the typical mainstream artists and are always straying from social norms. In terms of our artist, we designed the logo to tailor it for the female artist and show her feminist ideals. The black and purple colour scheme is bold and edgy while also being quite feminine.
One of the record labels that I was particularly inspired by was "Moshi Moshi" records. They are a small record label based in London.vThis is a record label that is fuelled by their love of music. Founded in 1998, they continue to release music for indie bands and singers. Although most of their artists are relatively unknown, they have released music by "Disclosure" and "Florence and the Machine" who are successful musicians.
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| The list of artists under British Indie record label, Moshi Moshi Records |
In order to substantiate our idea of having a British Indie record label, I wanted to do some more research into indie record labels. I identified a possible issue that might cause confusion later on in production; the song that we have chosen sounds like a mainstream pop/ synthpop song but the institutions that we have constructed around the artist are indie. Also, since we decided that our target audience would be the mainstream audience of pop fans and young girls and indie record labels tend to target niche audiences, this completely conflicts.
Hence, Gabriel and I investigated into any indie record label that functioned similarly to our current ideas. If we cannot find evidence to corroborate our ideas, we would have to change our plan and possibly create a major record label or target a whole new target audience.
We looked into mainstream female soloists who were somewhat alternative pop or portrayed themselves in a quirky style. An artist that I singled out was Marina and the Diamonds, who has described herself as an "indie artist with pop goals" and has released a self written song called "Sex yeah" as a feminist statement.
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| Marina and the Diamonds Alternative pop/ synth pop Has a cult following |
Consequently, we found Neon Gold Records, a boutique (indie) record label founded in 2008. Their genre of music is mostly alternative pop. They launched the debut releases and international careers of many acts, the ones that were prevalent to our project include: Ellie Goulding, Marina and the Diamonds, Tove Lo, Charli XCX and Icona Pop.
I think that the research that I have done into Neon Gold Records has greatly benefited my project because I have been able to identify an indie label that manages successful alternative, synth and eletropop artists. This will affect the choices that we make on behalf of the record label and will make a big difference to the marketing campaign.
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