How UMG uses these subsidiaries (ISLAND and FASCINATION) to maximise success of specific genres.

ISLAND RECORDS - are a very unique subsidiary record label which is owned by UMG. It allows artists to be kept individual and unique and not just to be generalised into a big mainstream catagory. By being signed by island records it can be seen that the artists can be focused on more as there are less of them. This allows better promotional ideas. By being catorgarised into island records this specialises them into their genres, so they can get the most out of being in that label.

As you can see from this image Island records looks as if it is a relaxing website with chilled out music, hence the palm tree. It looks very retro with the old fashioned icons at the top such as the record, the old TV, stamp etc. This indicates that the music they focus on is different and retro too. This is a very informal site which gives me the impression that island records won't be focussing on classical music but that from N Dubz, Mumford and Sons, Devlin etc.

FASCINATION RECORDS

Fascination records is also a subsidiary owned by UMG. It is very different to Island records in that they both focus on different genres. Island being more unique, retro, and niche, fascination being more pop and I would say more mainstream. Notice the different style of websites in that island record was quite cluttered and less structured whereas this one is very plain with a sence of immaturity in that it has bright pink strips.

The advantages with using subsidiaries is that they can really concentrate on that specific genre and their needs as artists rather than having to cator for all genres. It opens all doors for the artist as they are more likey to have better publishing, events, etc.

Also the subsidaiaries can focus on one geographical area, getting the artist known very well there, but then to extend on this. They will have more knowledge about that specific area so they will know what people in that area want. If UMG did this themselves, because they are so widely spread they do not know what individuals want and could not specialise in one specific area.

By being a smaller record label they can focus more on putting gigs on for each of their artists. For example if they had one of their best artists headlining they could use one of the not so popular ones to support them, which is really benefitting everyone. They could use links to set up collaborations to start up a new artist by having them sing with an exsistng artist in their new track. Their songs could be shown on adverts to advertise their song, or on a TV series, or even film.