Chosing an institution

We began to look at which media institution would be most suitable for our artist (Ellie Goulding) and the video that we will produce. One which will sell the artist best. The first thing that we did was find key words to do with different media institutions so that we had a greater understanding of some aspects of this section of research. I created a table with some key words and definitions to begin the research on institutions.

Looking at the industry in more depth

Before creating a presentation on our chosen institution to promote our artist, we looked at some other institutions which are labelled 'indie' as that is our kind of genre. It came up with a range of results varying from 4AD who are a label that focus on genres such as: Electronic and indie pop, to labels like Sub Pop who focus on the genres: Grunge, Indie and Hip Hop. All of which we looked closer into, mainly studying the artists which they have taken on and if any of them link to our previous research or are well known and marketed well. This is where we made the decision as to who we knew would sell our artist the best; Island records. 

We have made a power point presentation explaining the reasons behind our decision making and also our thought process in a little more detail.

Following up from the work I did on looking at the key terms to do with music institutions, me and Katie studied other terms in more depth which work together with the first key terms. We first found what a media institution was to solidify the meaning and then went onto the two different institutions within that area to help us in later decision making as to what our institution would be classed as and how that can benefit us. This way, we can be 100% that the institution we pick is right for our genre, audience but also make sure that it has been successful for other artists that they have signed.

The first stage of our decision making was through the discovery of artists which Island records have already signed. When we created our documentary on our genre we included music and footage from: Ben Howard, Jack Johnson, Nina Nesbitt, Lauren Aquilina and Passenger which were all signed under this label. This was a big indicator to us that the fact that they are still known for their indie acoustic genre, they are known to a larger audience of people interested in that genre yet are still considered to be small, less mainstream artists which is what the fans of this genre tend to like about them.