DOMINO RECORDS

Domino Records is a British independent Record label

The difference I noticed between Domino and Universal in terms of artists and genres they collaborate with is that Domino Records sign artists with a niche target audience. Domino Records focus more on the quality of music compared to the amount of profit they make from the artists. They have artists with different genres of music making it an important for their artists to express their unique style of music.

Domino’s target audience ranges from around sixteen to twenty five year olds, because the genre of music is quite mixed. But includes mostly alternative and indie music genre. The label addresses and appeals to its audience by giving them more insight to the artist. They give the audience the opportunity to watch and listen to interviews, look at backstage pictures and make it very easy for artists to find information about new music releases.

There is only one artist that I have heard of in their roster which is Arctic Monkeys. A high profile artist may sign to Domino to gain more audiences and it means that artists don’t have to work independently to distribute and promote as the label take care of all these aspects. The artist would want their style of music to be the main focus, getting an independent label would be a better choice to express the music more creatively.

Convergence has affected the label in some ways, the fact that Domino is an independent label meaning that the label does not receive the a very large profit compared to major record labels. Therefore even a little pull back in the market will affect the label greatly. Illegal downloading means that audiences are receiving products without the label receiving any money inputs giving them no benefits.