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Record Label Research: Giggs

Record Label Research: Giggs

Nathaniel Thomson also known by his stage name: Giggs is a English rapper. The rapper from London is famous for his grime/trap/UK rap music. Giggs officially took to the stage in 2005 and since then has been creating incredible tracks for thousands of fans. Giggs was signed with XL Recordings back in 2009 and is also signed with Takeover Entertainment. Both XL Recordings and  Takeover Entertainment are strong independent record labels and are not part of the Big Three record companies.

Aside from creating iconic songs as a solo artist, Giggs has also collaborated with other famous faces, such as: Drake, Stormzy, Wiley, JME etc. Majority of the artists that Giggs has collaborated with are not actually signed to the same record label as him. For example Stormzy is signed to #Merky records, whereas JME, Wiley and Drake are all signed to Boy Better Know. All of these labels are also independent. However Drake is also signed to other record companies, many of them being part of The Big Three. For example: OVO sound (part of Warner Bros. Records, Octobers very own, Cash Money Records (part of Universal Music Group) etc.

XL Recordings do not produce a particular genre of music, they also sign a variety of artists who all perform different genres of music. For example: Adele -soul/pop, Tyler the creator - hip pop, Radiohead- Rock, Giggs- grime/UK rap, Alicia Keys - RnB, Dizzy Rascal- UK garage etc. For their 25th anniversary, producers at XL Recordings created a limited edition filled with 25 records and a time line, they named it 'The Box'. The Box is an example of the companies ethos, this is because it represents the artists personality on the inside and out. 
In my personal opinion I would say that from a consumer's point of view the logo for XL recordings is bold, dominant and makes a statement so that it sticks on the consumers mind. I also believe that the logo illustrates the type of artists they sign and the music they produce. 

An advantage for artists that are signed to the company is that they do not have to produce a particular genre or type of music which allows them to explore and creative their own individual and original content. However a disadvantage of being signed to XL recordings is that they are not part of the Big Three, therefore the label may not be as recognisable as one of the Big Three companies. 

 

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