www.aardvarkrecords.co.uk
The Aardvark Music Group is a fully independent company comprised of Aardvark Records and Aardvark Music Ltd. We currently have a small and growing roster of international acts spanning many genres: MOR, Pop, Rock, Americana and dance. Our main remit has been in the capacity of worldwide licensor of LPs and EPs.
Aardvark’s directors bring over 30 years’ combined music industry experience to the group. This experience covers music & studio production, artiste management, music sales and A&R.
Our core activity is about delivering our artists’ music to the public. Our entrepreneurial drive is the foundation for this core activity. It enables us to identify, develop and pursue traditional and new avenues to achieve this. We are keenly aware that sometimes traditional approaches and ideas can’t be adapted to suit new trends. Sometimes new solutions have to be created when addressing the changing landscape of bringing music to the public. One of the aspects Aardvark values most is thinking out of the box.
To enhance this operational strategy, Aardvark was built on the premise of long-term service relationships and strategic partnerships. We are about exploring new ways of working which will achieve the best results for our artists, and by extension, for our partners and ourselves. We work in a transparent fashion, as a team, to ensure that everyone in the process shares in collective achievements. Our relationships with our partners are important to us. They have formed the basis of some of our most creative approaches to releasing and promoting our artists’ projects. While we keep a close eye on upholding our end of the bargain – namely the provision of quality music – strategic partnership relationships have encouraged Aardvark to grow as a company. A result of result of strategic relationships will be our ability to release artists in the UK under our own label. Another result is our ability to provide music globally, including territories with high barriers to entry such as South East Asia and India.
Aardvark combines a return to a more effective old style A&R in working with our artists while embracing the evolution of the music buying market. We have returned to the old school of A&R; a return to basics. The bottom line for us is the love of music – our own love for it and the general public’s. This love of music structures how we promote and market music and it shapes the communications we and our artists have with the music buying public. Aardvark is the right age and size to adapt quickly to the changing landscape of music buying choices and decisions.
We have a world class market research team with a love and knowledge of music and how that translates to listening and purchasing patterns. This knowledge base encompasses on-line listening, purchasing and downloading activities. This team not only understands the current music buying forces; it has a finger on the pulse of developing trends and attitudes. Their approach is guerrilla style, no gloss, no hype and very much ‘under the radar’ kind of marketing and promotion. It is the kind of marketing and promotion that is received positively by generations of media savvy music buyers. Our marketing team’s names may not be recognised in the public domain…their work is. Their ethos is in getting clients recognised, not themselves.
At Aardvark the focus is squarely where it needs to be: on our artists.
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