Electro Label see charity shop Vinyl Adopters as key to release
In line with the release of the 'Synth Wave Volume 1' vinyl compilation Electro London have come up with a unique way to both target a new audience and help the likes of Sue Ryder charity shops , whom they see as a great place for their fans to discover vinyl, with a ‘Golden Vinyl Egg ‘ search.
As Rob Green of Electro London explains , ‘Given what we have learned over the years within the vinyl market and other Electro London releases and knowing that traditional distribution in record shops only gets a release to certain ears, we’ve done some research among our social media followers, along with different age demographics and have decided to target three high street Sue Ryder charity shops – as some of our younger fans say that they do great vinyl.’
In order to back up the label’s traditional distributors SRD, the label are aiming to hit early adopters who love discovering great vinyl, by putting Synth Wave Volume 1' in some charity shops! As the records are brand new, shrink wrapped and brilliantly designed, they will really stand out, so when people are searching for classic vinyl , this release should reach out to them and thus more people will be able to discover world-class underground Synth Wave music on vinyl. The ‘Golden Vinyl egg hunt’ is going to involve placing in selected Sue Ryder shops stickered albums which the shop needless to say will sell and by building awareness thereby drawing more younger people into their shops, and bolstering their takings.
As label boss Rob Green continues, ‘We want to stir up excitement with those lucky enough to find and buy the three elusive and valuable limited edition 'Synth Wave' records ahead of release. Those who buy them and tweet or Facebook a selfie of themselves with the album to Electro London by 10th June, will get a free pass to Electro London Festival in September, which features some of the brilliant electronic artists featured on the record plus the legendary Wolfgang Flur (ex Kraftwerk).’
The label is combining online innovation with traditional marketing ideas hence social media links are on their website and the link is printed on the back of the record along with a QR code which links to the site www.electrolondonfestival.com so the winners will easily work out where to post their pics!
The Electro London label have spent a great deal of time like others , rummaging through classic vinyl in the likes of Sue Ryder and appreciate the importance that shops like these have in building a love of vinyl and music in general, hence the more they and other like minded vinyl labels can do to support these shops , the more they believe vinyl will thrive.