1. Lucy, Joe and Megan Independent Vs ConglomerateDomino Records Vs

3. It was founded by Lawrence Bell who still runs the company which is based in London also with branch in the US.

4. Domino has bought us artists such as Franz Ferdinand and the Arctic Monkeys and other less well known artists.

5. The ideology behind Domino is that it is not seen as money making and overly commercial as bigger conglomerates such as Universal Music and concentrates solely on the love of music.

8. Dominos artists can appeal to all ages and genders depending on the artist.

11. For example Domino allocate the job of the manufacturing of the music and distribution to ‘PIAS’Horizontal Integration

12. Domino is actively moving with its target audience and has use of Web 2:0, which is social networking sites such as Myspace, Facebook and Twitter. On the Domino Records website, there are a number of online ways Domino has made an effort to exploit opportunities the internet can provide. These include Downloads, Dominocast, Domino Mart, Domino Player, Video and Promotional content and Mailing list. Web Presence

14. Case Studies Archie Bronson Outfit bought out a single named ‘Coconut’ which was “revelling in their individuality”. To promote this they offered a free single download, social networking pages and a new video on their website each day leading up to the release. Franz Ferdinand lent the rights to their music through secondary licensing for a Lady Dior advertising campaign, Guitar Hero and the iTunes festival. Their music is also featured in the Alice and Wonderland soundtrack which is an example of synergistic marketing . The Arctic Monkeys became well known because of web 2:0 and viral marketing, so they already had fans who were familiar with their work.

15. Domino use viral marketing to make the audience aware of their music. Viral marketing includes social networking sites, emails containing songs, word-of-mouth delivery, handing out flyers, text messages etc. Viral Marketing

16. Domino also promotes their music through having their music played on the radio. This is a key factor Domino needs to have their music heard. The BBC nearly cut BBC 6 – which “extremely concerned” Domino, as this radio station is very important to the music Domino releases as it plays more ‘independent music’ with a unique aspect. “It's important to have stations on the radio that don't just play mainstream music." Promotion through Radio Broadcast

17. Domino has developed over the years to cater for its target audience through: The internet -supplying Web 2:0 and online downloading etc. This caters for the needs of the audiences as the internet is immensely used for ease by young and old. They have also followed the audiences needs by changing the artists in their roster to please the audience. The needs of the Target Audience

18. Limitations of Conglomerates-Universal Music Bigger companies like Universal have more to lose as they own all of the processes as they are vertically integrated. Napster ( a peer to peer file sharing site) overpowered conglomerates as 85 million around the world used this site to get hold of music and not paying for it. Conglomerates are sometimes seen as overly commercial. For example the Sugababes are often seen as ‘more brand than band’ as none of the original line-up remain. Conglomerates often hide the fact that they are a big company and brand their music as independent which is misleading. They so this as some people prefer a more ‘personalized’ product.