Blog Entry ONE

Hello and welcome to my blog!

This space will be used to keep track of and update relevant information to my WBL work experience.

For this module I've been recruited to the promotions team for the independent record label Ninja Tune (based in London). This will consist of both online and street promotion, including the sharing of artists or events across social media and distributing flyers, stickers and posters to help them gain exposure.

Founded by DJ Matt Black and Jonathan More in 1990, Ninja Tune was visionary project created as a way for electronic DJs and musicians to retain creative control over their music, with no interference from major label demands. Since then it has grown into a national movement, signing artists from a diverse variety of genres and styles, becoming an excellent and professional output for unsigned artists across the UK. The label’s current roster includes; The Cinematic Orchestra, Amon Tobin, Bonobo, Mr Scruff, Jaga Jazzist, Fink, Kid Koala, The Bug, Machinedrum, Dorian Concept and distribution for Big Dada, Flying Lotus, Werkdiscs, Actress and Toddla T.

Being part of the street team is a unique opportunity to gain insight into how indie labels utilise various tools at their disposal (often over looked by major record labels) to keep an edge over or rise to a level able of matching major label mass marketing. Major labels have the funds to invest in global mass mainstream marketing campaigns, and independent labels often do not have the capabilities to compete in such a manner. And so they have taken advantage of social media, viral marketing, and forming street teams. Offering rewards for recruits’ efforts and even the possibility of internships, all for the promotion and exposure of their artists.

By being on board and communicating with members in charge of Ninja Tune promotion I will not only have the chance to carry out work experience in a field that I enjoy but will also witness and learn the various methods employed by them. This blog will not only keep track of my working activities but as an account of the learning experience and how I have benefited from this module.