Case Study – Independent Record Label

Case Study – Independent Record Label

Tigertrap Records

Step Two Tigertrap Records is an independent record label based in London which deals with alternative rock, punk rock and indie and promotes bands such as Mock Orange, Scanners, Tiny Masters of Today, It Hugs Back and Look See Proof. The artists promoted aren’t incredibly well known, but they do/did have growing fanbases with fans of varying nationalities, as they promote bands from all over the world, but mainly from the UK and the United States. Some Tigertrap bands are much more popular than others, as with any record label.

In 2007, Tigertrap Records were Radio One’s Huw Stephen’s DIY Label of the Week. They get a few plays on 6 Music, XFM and Radio One, but much more interest and plays on smaller British stations like Amazing Radio, Recharged, Total and Resonance as well as some pirate stations. They get a certain amount of support from radio stations across seas aswell, particularly in America but also in Germany and France too. Myspace and Last FM stream Tigertrap Records from their websites as well as Facebook and Soundcloud.

It Hugs Back

Last FM

  Plays – 135,461

  Listeners – 14,780

Similar Artists – Canadian Invasion, Team B, When I was 12, Unbunny, Boy Genius.

Youtube

   Video Views – 7,663

Similar Artists – Ben Lee, Corner Shop, Stornaway.

Scanners

Last FM

  Plays – 678,323

  Listeners – 60, 671

Similar Artists – The Ropes, Cassette Kids, Chew Lips, Operator Please.

Myspace – total plays – 758,217

Youtube – suggested artists – The Burned, We Are Scientists, The National.

Tigertrap Records have supplied a few small festivals with their artists such as SOTU Festival, Amsterdam, The Great Escape Festival, Brighton and Supernormal Festival, Oxfordshire.

Ownership

Tom Edwards, Adie Nunn and Gill Barker all founded the London based label. The label is not specifically attached to any sort of club, as far as I know. They produce music on CDs, vinyl and digitally too.

Marketing

The label uses MySpace and has its own YouTube account which promotes live recordings of shows and also pre-recorded tracks.

Distribution

HMV sells Reprise Records cds as does ITunes.  With having a Facebook account, website, a YouTube account and a MySpace account, Tigertrap are putting themselves out there in the new media world, but they could do more to higher their profile, such as trying to get more television time and more plays on the radio.