• It means that the artists are kept individual and

unique, and are not felt as being generalised by a big

label like UMG. This occurs in Island Records, where

even though there are many big names signed, this

record label still makes the artists feel and seem

like the distinctive artist that they are, and are still

being treated like they’re brand new.

• More attention can be given to them as an artist, to

try and work out the best way of marketing

themselves for their specific audience.

• Can be put into a label that specialises in their genre

of music, so have more useful experts to help them

get the most out of their music. For example

Fascination Records would work best with a pop

artist, as this is the genre they specialise in, and know

the best way of marketing pop artists music and

• Within UMG, smaller record labels such as

Fascination and Island records are dedicated to

specialising in specific genres of artists signed to

UMG.

• The different labels represent the different

genre’s that the labels work in, each having

expertise in each genre, at a huge advantage of

the artist.

• These labels will also have a range of contacts

that would be useful for these specific artists, as

they’re more direct than contacts UMG may have

given them.

• All of this help really pushes the artist into the

world of music, and helps them to develop and

• By looking at the record labels websites, artists can

see the general attitude of the label, and this could

influence them into relating to this label, and

choosing them over an other.

• The attitudes portrayed may also seem more suitable

to one artist than another. For example N-Dubz are

quite a relaxed group, and so being signed to Island

Records is a good match as they have the reggae and

calm representation.

• It could also influence by what genre the label is

portrayed as specialising and supporting a certain

genre. Fascination records, for example, does this, as

they specialise in pop, and so pop artists may be more

attracted to this label as they know that they have

expertise in this genre.

• These smaller labels are also more easy to relate to

• A record label like Fascination, under

UMG, benefits them by having a smaller

geographical area to distribute to, as

this enables the label to focus on

marketing their artists in this specific

area.

• They also have more knowledge about

the area, and therefore can target them

specifically and successfully.

• This is more successful than a large

conglomerate tying to market their

artists, as they could try and market

• If the labels already have artists signed up to

their label, that have a similar audience to a

new artist, then they can use these connections

to promote the new artist.

• They can do this by setting up tours, and putting

new artists as their supporting acts, in the hope

that the audience for the main artist may take a

liking to this new artist that have performed.

• They could also use the links to set up

collaborations to start up the new artist, by

having them feature in tracks that are popular,

and therefore the audience researching more

into the new artist featuring in this track/s.

• They could also help by allowing adverts on