Mau5trap

Mau5trap ("Mouse Trap.") is a record label founded by Canadian electronic dance producer Deadmau5. Mau5trap is a subsidiary company of Universal Music Group. Meaning it’s a company that is completely/partly owned by another corporation that owns more than half of the subsidiary's profits. Founded in 2007, Mau5trap has signed artist mostly of the same genre as Deadmau5: Dance and electronic, with artists such as Foreign Beggars, Tommy Trash and Le Castle Vania.

Mau5trap uploads all its music to Beatport, ITunes and Sound Cloud for millions to download. This enables the new artists it signs the chance to get its music recognised. Deadmau5 himself is the biggest artist of label and by using his recognised fame he get the smaller artists working with him on is albums so his fans look at the people featuring on the album and buy their material.

The Mau5trap website (http://mau5trap.com/) features latest news on albums being released and options to buy the new material with Beatport and ITunes references. Social Network options are also available enabling people to share new content with their friends acting as advertisement for the label so people will see the new music. Mau5trap twitter page (https://twitter.com/mau5trap) features latest news on songs and albums. Founder of the company Deadmau5 often talks about the upcoming artists from his record label adding links to buy the content. This is broadcasted to his 2.85 million followers. The website also features a mau5trap Newsletter, enabling audiences to catch the latest news by email.

Deadmau5 has had all of his albums since the creation of the record label produced by it and had Universal Music Group distribute the songs and albums across the world. His latest album "while(1<2)" has taken advantage of the online capabilities by releasing the album online first (7 June 2014) before being released on CD and Streaming (24 June 2014). The reason for this is the song can have individual chart success before the album becomes available to buy retail, this should make more people buy the album.

By looking at this music label, I can see how a record label to promote the smaller artists in the music world uses a music video. Deadmau5 is not one of the most recognisable people in the world, meaning his music videos and promotions are vital to attract him attention. This is also go towards the other artist in the record labels that are upcoming to the music world. This connotes that music videos are important to companies in promotion and showing the world what sort of music and image the artist is trying to get across.

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