Institutional research



Institutional research  
An independent record label such as 4AD founded by Ivo Watts-Russell and Peter Kent in 1980, discovered and produced many artists following the typical themes of my selected genre. For example:
4AD home·         in there single ‘telephone’ it adopts similar aspects of an Indie genre such as, the majority of the music video is performance based therefore, the video is perceived by an audience as if they were in concert performing.



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How to promote and distribute the song
Different media platforms such as youtube or MTV music help promote newly released songs. However smaller institutions such as 4AD have their own way in distributing their songs. Beggars Banquet is a British independent record label who donated a start-up fund of £2,000 to 4AD, acting as 4AD’s parent company It owns a number of different stores to sell their records. The original concept was that as acts became successful they would then move onto Beggars, the parent company.

How they use digital convergence across different platforms.
In this age, media platforms have increased hugely, for example the distribution of media use to traditionally be across newspapers and radio, however now we have many different platforms and formats such as apps (spotify, itunes) Websites (youtube) and even online games. A good example of this would be the world cup song 'colors' by Jason Derulo was distributed on the video game Fifa in age of the 2018 football world cup.

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