Independent Label Research

XL Recordings
This independent record label was established in 1989, and releases a few albums throughout the year. Despite this, XL Recordings has gained noriety and has become a widely recognized and respected brand in the independent label scene. The label was founded by Richard Russel, Tim Palmer, and Nick Halkes. In early 2008, Russell transformed the rear garage of the label's Ladbroke Grove headquarters into a small, in-house recording and mixing studio called XL Studio. It served as a makeshift studio space for the label's various artists and his own projects until producer Rodaidh McDonald was assigned in September of that year to manage and properly equip it in preparation for The xx to record their self-titled debut album. You can visit the XL recording's official website in order to buy their music products from XL Recordings, or alternatively through Spotify, Apple Music, most music stores (HMV etc.) and all their videos are on YouTube. They use this method of distribution as it means that they do not have to advertise, due to them being a smaller independent label, and so they do not have the money to do so. Their music is targeted at large proportion of the teen market in the UK from 16-18 years of age. XL Recordings is home to more UK artists and home grown talent such as Giggs, Dizzee Rascal and six time Grammy award winner Adele. XL Recordings are very prominent within the line of social media. They reply to tweets and keep the public informed of upcoming events and festivals that they are a part of through Snapchat, Instagram, Facebook and Twitter. By promoting their products and events through social media, they are reaching their main target audience. XL recordings has merchandise available for both the studio label and their well known artists (e.g Adele.) This includes posters, hoodies, jackets and accessories that can be bought from their store or online.