"WE USED TO BE ABOUT MUSIC, NOW WE ARE MUSIC"

I am going to look at how a selection of record labels are transforming into ‘lifestyle brands’ in the digital age, through the use of iconic artwork, limited edition t-shirts and legendary parties. I will specifically look at Ed Banger Records and its art director So Me. Ed Banger interests me because it demonstrates the enduring desire for the input of a designer who can create a distinctive look and feel, moulding the record label into a lifestyle brand that many people aspire to be a part of.

The phenomenon of record labels starting out with the intention of being a ‘lifestyle brand’ is a relatively new trend. This is due to developments in technology, specifically the internet, where online communities such as MySpace, a popular social networking website, have vastly opened up ways to reach and communicate to new people. This has also affected the way people listen to new music, giving everyone the chance to upload music for the world to hear. “Like a lot of bands we don’t get much publicity in the mainstream media or press but because of MySpace these kids know about us and our music” Dan Rice, guitarist with the band Hadouken, said in a recent article for the Guardian newspaper.