Nano Records

Nano Records is a fairly small record label whos audience is extreamly specific. The niche audience are those who listen to the 'psytrance' genre. The average target audience for this genre are teenagers and youth. Yet many people have not heard of Psytrance, probably as it has connotations linked with drug culture.

I have sent an email asking about the production, distribution and consumption of their music. Also what they think about filesharing and music downloads within the music industry. However i am still waiting for a reply.
Infomation i have gathered from www.nanorecords.co.uk includes:

Distribution:
When i went to their website i found that on their homepage, they were clearly advertising free downloads from nano records.
http://www.nanorecords.co.uk/media/
This is interesting as i would have thought that they wouldn't want their music given away for free. However it seems they feel that this promotes their music and leaves the audience wanting to buy the albums. It seems they put a lot of faith in the quality of their products and also that the audience will be loyal to both the artists and their record label.

Nano Records also runs its own music download store - http://www.nanorecords.co.uk/store/
This is a great way to reach their niche audience as the music is obscure and this makes the music readily available.
Memorabelia can be also purchased from the website which also creates a fan base and acts as an indirect advertising tool, while promoting addictional profits for the company.

Nano Records are completely different to the 'Big Four' as they target a much more specific and remote audience. Therefore less music is produced, for smaller consumption and therefore leaving the record label with less profits in comparison to companies such Sony for example. However by advertising through the internet and avoiding expensive outlay such as TV and radio coverage, reduces their overheads.

I also see that the niche audience is a very close knit community. For example there are many community based websites that have been posted on the nano records 'links' page.
http://www.nanorecords.co.uk/links/

"Profile:South African-born British producer (named after a Philip K. Dick story), and co-owner of Nano Records (together with brothers Gareth & Regan Tacon of Hydrophonic)."
Resorce - http://www.discogs.com/artist/Electric+Ant%2C+The

More infomation will be posted as soon as i have received a reply.