Step one and two-
Rough Trade Records - is an independent record label based in London. It was formed in 1978 by Geoff Travis who had opened a record store off Ladbroke Grove. Having successfully promoted and sold records by punk, very early indie pop and early post punk bands such as Buzzcocks, The Smiths and Desperate Bicycles, Travis began to manage acts and distribute bands such as Scritti Politti and began the label, which was informed by left-wing politics and structured as a co-operative. Soon after, Rough Trade also set up a distribution arm that serviced independent retail outlets across Britain, a network that became known as the Cartel.
Interest and investment of major labels in the UK indie scene in the late 1980s, as well as overtrading on behalf of Rough Trade's distribution wing, led to cash flow problems, and eventually to bankruptcy, forcing the label into receivership. However, Travis resurrected the label in the late 90s, finding success with The Libertines, The Strokes and Antony and the Johnsons.
The record labels artists are not massively well known but are still successful with some performing in big festivals this year.The record label benefits a lot from the new media technology mainly making it less costly for them. They have social networking site they can now use to market the artists such as facebook, twitter and instagram that lets them get closer to their fans but also sites like youtube, spotify, itunes and soundcloud where songs can be put on and played for free. Everything is now widely available for practically everyone that wants it so the job of marketing the artists got a lot easier and less expensive. They can also get feedback on these sites seeing if people like what is produced or not through views, likes and reviews that are usually given by the public. Music is distributed easier too now due to new technology the record label can put it on a site and it will soon get shared and set around through friends.
Some of the artists have occasionally made it onto the Radio One playlist but not all of them. Most of the artists do not usually appear on music channels or tv channels but one that i know of 'Warpaint's' songs sometimes appear on the music channels for people to listen to. Youtube, Itunes, Spotify, Soundcloud, Lastfm and Facebook are where the public can all listen to the music of the artists from rough trade whenever they like.
- http://www.roughtrade.com/
Step four-
A couple of the artists signed with rough trade are Warpaint and The Libertines.
On youtube Warpaint have 1,388,646 views on one of their music videos. the artists suggested when clicking on the songs are people such as Bombay Bicycle Club, Lana Del Ray and The Arctic Monkeys. The Libertines on youtube have 4,378,539 views on one of their songs and artists suggested are The Strokes, The Fratellis and Jamie T.
On Last Fm warpaint have 12,199,100 plays and 407,114 listeners on their top hits. Suggested artists are Wild Beasts, Savages and Temples. The Libertines on Last Fm 37,766,544 Scrobbles and 1,167,271 listeners.
Both Warpaint and The Libertines sell their songs, albums,pod casts and music videos on Itunes.
Step five-
One artists known on is at a music festival Reading this year which is Warpaint. The person who owns the independent label is Geoff Travis who founded it in 1978. Rough trade is based in london with 2 shops rough trade east and west but also have a shop now in nyc. The amount of people employed by the label are not known but They have 3 managers and 6 producers. The record label is quite big and has marketing, legal and creative departments. The music label is not attached to any famous clubs as it is not that type of music to be in clubs. You can send your music to the record label for them to consider but it is up to them to see if you have potential and fit the rough trade genre.
Step six-
Production-
The label produces CDs and vinyls in the shops that they have. Rough trade has a large amount of very different acts and has its own recording studio for them to create the music in. Although merchandise might be sold none was found only cds to be sold on the official website for rough trade.
Marketing-
The independent label ignore the stereotype of music consumption and the popular music and focus on the different talented artists bringing the public something different from the ordinary songs produced now days. The label pays for its very big website that has all of the artists under it with their own pages and music. The record label has a myspace as well as a facebook and twitter account. The record label also has a youtube channel which has the artists songs on it including sessions by the artists. There are lots of gigs and events shown on the website that the label sets up for the artists such as little gigs around london and newyork.
