Institution

Our product belongs to the music video institution. Music Institutions are split into two groups, Major and Indie (minor) record companies. The major record companies are usually international and within the major company there are many more smaller companies. Most famous artists will be signed to a major company. There are now four main major companies in the world; Sony-BMG, Warner music group, EMI and Universal music group. There used to be five because BMG was on its own but it merged with Sony for financial reasons.

Indie labels are smaller record companies that distribute artists which are less well known. They also usually have a particular genre and have artists which have smaller audience. Examples of Independant labels are Warp records and Giant Electric Pea. Warp records main genre of music is electro rockpop, whilst Giant Electric Pea's genre was Progrock.

Looking at the major record labels, if our artist had to be placed in one of them, it would most likely be EMI records because of their past artists and their genre. Since our artist is under the genre of Rockpop it was easy to place him with EMI because it already has artists that come under that genre. However sometimes rockpo can be the artists sub genre.

EMI artits include ; The Beatles, Lily Allen, Beastie Boys, Coldplay, Kylie Minogue, Katy Perry, Pink Floyd, queen and Robbie Williams. Obviously the genre of rockpop is more clearer in some of the artists than others.

EMI was established in London in 1897 by Emile Berliner, however it started off with the name 'The Gramophone company and by the end of the year it had many subsidiaries across most of europe and a few years later it was across all of europe, Russia and the Middle East, as well as Australia, India, China and parts of Africa. EMI is now the last existing British major record label. However it does not matter that the artist is American, because EMI is a major record company, it is international.

The traits of this institution do lean more towards the pop genre of music, and so the company will have a wide audience already. If our artist was to be signed to EMI records, he would probably do well since it is a major record company plus of his genre. The Rockpop genre has a huge audience, one because Rock and Pop are the two main genres of music at the present time and secondly because his genre is a hybrid so he will have fans for Rock and fans for Pop.

Here is the link to EMI.com below:
http://www.emi.com/page/emi/EMIHistory/0,,12641,00.html

Daniel Collinson