Lta music case study

Lower Than Atlantis

British Rock-Punk

Record Label

• They are signed to Island Records. Who are owned by Universal Music Group.

Integration

• Universal is horizontally integrated a lot as they do lots of work and own film label.

Changing Tune Record Sales

• Lower Than Atlantis’ most recent album ‘Changing Tune’ was released on 1st October 2012 and reached #25 in the UK Official Album Charts.

Promotion• Lower Than Atlantis’s first single from the

album was ‘Love Someone Else’ and was premiered on Zane Lowe’s evening show on Radio 1 on 16th July 2012.

• Lower Than Atlantis also released a song not part of the album but a Christmas special. It was titled ‘Merry Christmas (Wherever you are)’ and after it was premiered on Zane Lowe’s show a hash tag of LTAforchristmasnumber1 trended ♯in the UK, the song also featured of Made In Chelsea’s Christmas special episode.

• Lower Than Atlantis also performed for Radio 1’s Live Lounge as part of Radio 1 Rocks.

Social Media

• The band are quite active on Social Media, Mike Duce the vocalist of the band has 12K followers on Instagram and 29K followers on Twitter. The band and the rest of the band members have Facebook, Twitter and Instagram accounts. The band page are regularly updating their fans about tours, merchandise and new songs etc. The band were recently announced to play at Reading and Leeds festival for the 3rd year in a row after previously playing main stage in 2013.

Music Availability

• Lower Than Atlantis’ music is available on iTunes, Amazon, Play and HMV. They are also on streaming services such as Spotify. Lower Than Atlantis also make vinyl records and sell them through their own store, but also through local record shops such as Banquet Records in Kingston. They played an acoustic in store set at the shop following the release of Changing Tune.