Case StudyThe Weeknd

The record label they are signed to..

The Weeknd is signed to Republic records and his own label XO.

Is the label a subsidiary? If so, which conglomerate?

Republic records is a subsidiary of Universal Music group.

To what extent is the company integrated both horizontally and

vertically?

The companies are vertically integrated, as they have the resources to make and record music, and the ability to promote to audiences.

What was the artist(s) most recent album, and how many copies has it

sold worldwide?

The Weeknds most recent album was ‘Kiss Land’ and it sold 97,985 copies in its first week.

Compile a section of examples illustrating how the album was promoted, are there

any examples of synergy?

The album was promoted dramatically online; he promotes his albums by offering free downloads online. On March 17, 2013 The Weeknd announced his debut album would be titled Kiss Land, and in July, Amazon revealed that t he album would be released on August 27.

To what extent does the artist(s) use social media and/or virals as part of

their marketing? The Weeknd markets his music through social media a lot, as he offers a variety of free downloads for fans; however "Kiss Land," released by Republic Records and The Weeknds own XO label, is the first Weeknd album to debut in stores and not for free download on the singer’s own website.

Where is their music available online? (to both download and stream)

The Weeknd has his own Website, which allows people to see his new tracks and keep updated on his music, there’s also a link to playlists which you can purchase on iTunes. He also has a sound cloud channel, which allows people to stream his music.

These are the options on his website.