Soul Jazz Records - Case Study

Soul Jazz Records is a British record label. The label started in the 1990s, releasing compilation albums of predominantly black music, including reggae, soul, ska, dub and jazz. The label has since expanded its range and had released compilations of post-punk, electronica and world music, as well as a number of artist studio albums and singles.

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