Institutional Context of our Artist

Infernal will be signed to Parlophone Records because I think that the fact that the record company is a subsidiary of a Major company - EMI - it would be of a befenefit to our band. It is a well known that especially nowadays when the industry is so hard and marketing the products well is even more essential the quality, the financial support of a Major company would be of a great use, also taking the fact that our band is new-coming own. So, we will need (theoretically) as much resources as possible in order to promote the band to the audience. Additionally, taking the fact that EMI is a conglomerate, synergy will be very useful in order to attract the audience by using magazines, TV shows and radio appearances etc.

http://www.parlophone.co.uk/

Nevertheless, I wanted to create an organic image of our band rather than synthetic, for which the Major companies are famous for, after all commercial music brings the most profits for the labels. Therefore the might be willing to take more risks and invest in bands that are creative and talented. It is important for me that a creative freedom is given to the artists. So, the myth that this is impossible in Major companies is not right, in my opinion because the facts show that they are quite versatile. The indie band Radiohead used to be signed with EMI, which speaks for itself. Nevertheless, they released 2 albums independently after the first 3; there are always advantages and disadvantages, but I would like to take advantage of the benefits of the company, but also give the band as much freedom as possible in their creative work. In addition, artists, such as Coldplay, The Verve and Babyshambles

are currently signed to it, which are similar to the image we want to create.

 

Target Audience - Profile:

In terms of demographics our audience would mainly be, I would call it indie-mod youth culture. So, the age range will be from 16-25. I think that the target audience should not be younger than 16 because you need to be mature enough in order to understand what the mods stand for and still be part of it. The fact that we are using an old track, but with a modern kick to it makes it different and therefore indie. So, people who like to go to live performance concerts (often people who like Indie music) are part of our concept. After the psychograpic profiling system - VALS, I think our target audience will be Experiencers - young, enthusiastic, impulsive and rebellious and in terms of Teenage VALS - Innovators, possibly Rebels.

We should not forget the current Mods, which will be the secondary target audience. Normally, they form clubs and own scooters and dress in a typical Mod style. They will be 25+ age range because normally it is quite expensive to be a club member. So, you would fit to Achievers possibly and Experiencers (VALS) and in the JICNARS scale Group A.