Institution Research

Warner Brothers Records

Marketing strategy is a process that allows organizations to concentrate its resources on opportunities to increase its sales and achieve a competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal.

When organizations try to create a marketing strategy for there band or artist they usually incorporate the 3C’s.

• Corporation - initially the record label needs to maximise its strengths to achieve success.
• Customers - this part is where the record company has to optimize its range of market coverage, geographically and/ or channel wise the primary interest is the needs of the customer.
• Competitors – Making sure that you have the edge over your competitors is important. The image of the label and the band is possible he most important aspect of gaining the advantage. Also spreading advertisement across more floors than your competitor is also needed.

Today Warner Bros. Records remains one of Warner Music Group's dominant labels, with around 120 artists on its roster. Despite the divestiture, WMG currently enjoys a royalty-free license from Time Warner for the use of Warner Bros. trademarks, although this could be revoked if WMG comes under control of a major motion picture studio. In 2006 the Warner Music Group signed a licensing and revenue-sharing deal with internet video service YouTube. According to a New York Times report, this reflected ongoing efforts by YouTube to deal with the fact that many of its user-generated video clips include copyrighted music and images sourced from commercial TV and film productions. Under the agreement, YouTube would use special software to identify recordings used in videos posted by users and then offer the owner of the copyrighted content a percentage of the fee for advertising that would run alongside the clip. The deal also allowed the copyright owner to demand that YouTube remove the clip^.

Most record labels sign numerous acts to their labels to try and make as much money as possible by signing a range of artists to meet the customers needs. For example Warner Brothers Records have hundreds of bands sign to their label including

· Arctic Monkeys

· Cher

· Eric Clapton

· Jason Derulo

· New Order

Lyric Analysis