Page 1

Issue: 1

Wednesday 9th December 2011



















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Contents Cover Story Google search The objectives of website design 5 S’s AIDA Online value proposition Customer orientation – audience segmentation Dynamic design and personalisation Aesthetics Page Design Copywriting Navigation and structure Interaction Keywords Conclusion and Recommendations

4 5 7 8 11 16 18 26 33 34 36 39 45 49 55 59

Bibliography Reference List Authors

60 61 62


Cover Story This weeks issue will focus on how well 3 different music labels use their websites. The report will include an in depth research and analysis on Warner Music, EMI Music and XL Recordings. The key topics this issue will contain are; • •Keywords •The objectives of website design •Integration of marketing and business objectives •Online Value proposition •Customer Orientation •Dynamic Design and personalisation •Aesthetics •Page Design •Copywriting •Navigation and Structure •Integration



This screen shot shows that when you type in “music labels” into Google, the only Music label from the 3 we have chosen that comes up is EMI. This screen shot shows that when you type in “Warner music” into Google these are the results that pop up. Of which The Warner music website does come up first.



This screen shot shows that when you type in “xl records” into Google these are the results that pop up. Of which The XL Records website does come up first.

This screen shot shows that when you type in “emi music” into Google these are the results that pop up. Of which The EMI Music website does come up first.

6 shows that the Warner Music website is very quick to load compared to the EMI website. There is no time recorded for the XL website shows that the majority of traffic received by the Warner Music website is from India and Germany, compared to EMI whose is Canada and the USA, whilst XL’s is Germany and the USA again. shows that the majority of visitors from XL and EMI view the home page , newsletter and shop pages, whereas the majority of visitors of the Warner Music website view its blog and investors page. 7

The objectives of website design

Site Design: XL Recordings XL Recordings is extremely accessible. The user-interface allows viewers to navigate easily around the site to find what they need quickly and efficiently. The minimalistic style of the site allows the information to flow freely and the navigation buttons are displayed simply, unlike EMI and Warner Music Group which has much more text throughout their WebPages. The typography is generally large in size, which allows the visually impaired users to read the text clearer. With regard to User-Centered Design and Usability, XL’s site is extremely user friendly. With navigation buttons laid out neatly at the top of the webpage, the user can find what they are looking for within seconds. The page itself is simple, to the point and minimalistic. In terms of SEO, when typing in ‘independent record label UK’ into, XL Recordings can be found on the 10 th page. When looking at information architecture, the navigation buttons in this particular website are laid out in a simple way. The main links run across the top of the site, which take the user to the most important pages. A selection of XL’s artists are displayed in the centre of the homepage, similar to how Warner Music Group is displayed. The user can click on an artist and is taken to a detailed webpage with information. The website emphasizes specific areas of its content with the bold navigation buttons. The content throughout the site is informative. When selecting an artist, the user is taken to a colourful blog styled page with several updates including tour dates, new track releases and more. The user can also insert their email address directly on the homepage and can also click to join the Facebook and Twitter page which allows more interaction between the user and brand. The overall design of this particular website is modern, quirky, simplicity. Each page is laid out slightly differently, though consistency with regard to text and colours remains the same throughout. The overall colour scheme is right for the personality which fits the target audience of the site.


Site Design: Warner Music Group

The objectives of website design

The Warner Music Group site is generally user friendly, with simple typography, bold headings and large imagery, which instantly allows the visually impaired to view the website clearly. With regard to User Centered Design and Usability, the navigation buttons to the main pages (About, News, etc) run down the left hand side. The main focus point of the homepage is the centre, which displays a slideshow of images for the user to observe, which instantly informs them of which musicians the label is in charge of. In terms of information architecture, navigation buttons are clearly laid out on the left hand side. By selecting the main three headings, (Recorded Music, Music Publishing and Artist Services), a selection of ‘drop down’ buttons appear, with a box of text to the right of the link to allow the user to select exactly what they are looking for. This site has a vast range of information for the user to read, unlike XL Recordings, which overall is simple and minimalistic. With regard to SEO, when typing in ‘Record Label’ into, Warner Music Group appears on the 6th page after searching through. The site has a varied amount of information, displayed clearly for the viewer to see. Specific content is connected to navigation buttons which are on top of a blue background. The overall visual design stylish and classic. The colour scheme of white black and blue adds simplicity to the pages, and this is seen throughout the pages of the site. Flash animation appears throughout the site which adds a touch of excitement for the viewer when searching through the pages.


Site Design: EMI

The objectives of website design

EMI’s site is similar to Warner Music Group in terms of accessibility. The font size itself is clear, yet slightly smaller than XL Recordings bold typography. The visually impaired may find the layout confusing as there is a vast amount of information displayed on the main page and throughout the site. With regard to User-Centered Design and Usability , EMI’s content is complex. There is a vast amount of information and imagery for the user to view. Links run across the top of the page and down the left hand side, similarly to Warner Music Group. The user is able to access specific information quickly with the help of these navigation buttons. In terms of information architecture, EMI’s site has several navigation buttons running along the top of the site which allows the viewer to quickly select what they are looking for. A search box also allows the viewer to type in what they are looking for. With regard to the sites SEO, when typing in UK record label, when typing in ‘Record Label’ into, EMI appears in the first page. The overall design of this particular website is modern, quirky, simplicity. Each page is laid out slightly differently, though consistency with regard to text and colours remains the same throughout. The overall colour scheme is right for the personality which fits the target audience of the site. Similarly to XL Recordings website, the ‘blog’ style seems to appear throughout the pages.


Website Goals – 5S’s

Website Goals/5 S’s 1.

Sell – provide ways to buy products and services online and generate leads

All three sites do not specifically sell products, however the intention is to promote the artists/musicians to create sales elsewhere.


Website Goals – 5S’s


Serve – quick easy access to up-to-date info

Serve – XL Recordings, Warner Music Group and EMI all inform their viewers with the latest information. Especially EMI, which allows the viewer to access regular news and Twitter updates from the site.


Website Goals – 5S’s

3. Speak - Personalised content and social media engagement to enhance brand relationship. All websites allow the user to connect to their own individual social media sites (e.g. Twitter, Facebook). For instance, XL Recordings displays a navigation button at the top of the page to allow instant access to its Facebook page, and EMI displays Twitter updates directly on the main page.

Warner Music Group


Website Goals – 5S’s


Save – access to online applications and interactive services can save visitors time and money Each site allows quick and easy access to its own social media site. Warner Music Group and EMI even offer a search option so the user can quickly find the information they require.

XL Recordings


Website Goals – 5S’s


Sizzle – sites should seek to differentiate themselves, build the brand and deliver a quality visitor experience Each of the websites have been designed to represent their brand differently. The content of each site fulfills the viewers needs by allowing easy access to a vast amount of information.

EMI XL Recordings Warner Music Group 15

AIDA The AIDA model is applied to sites to help achieve persuasion. Attention: With XL Recordings, the site grabs attention from the viewer through the use of simple, bold, vibrant graphics displayed on the homepage. Similarly, Warner Music Group grabs attention from the bold graphics displayed, however on this particular site the graphics are more advanced. The Adobe Flash graphics in the centre of the homepage immediately grab the viewer’s attention by informing them of the artist the label works with. EMI also draws the attention in by using images. Interest: After XL Recordings site grabs the attention of the viewer, they are inclined to seek more information. A vast amount can be obtained from the ‘About’ page and the viewer can select an artist from the main page and a variety of information is displayed. Warner Music Group also has a large amount of information and content for the viewer to observe, including music videos of the artists. With regards to EMI, there is also a good selection of information and content on the site including updates from Twitter.



Desire: XL Recordings viewers have access to up-to-date information relating to the artists featured on the site and also allows access to Twitter and Facebook. With Warner Music Group, the viewer can select an artist from the homepage and can instantly watch a music video. This interaction draws the viewer in. Similarly to XL Recordings, the viewer can also access social media sites relating to Warner Music Group from the homepage. Viewers of EMI can also gain updated information from social media sites.

Action: On XL Recordings site, the viewer can easily subscribe to extra information from the music label by inserting their email address. With Warner Music Group, the viewer can easily find more information by selecting the appropriate navigation button. Similarly to Warner, EMI allows the viewer to type key words or phrases into a search box if they wish to find specific information.


Warner music

Online value proposition ‘

Search bar The search bar being placed here, allows the site to be accessible. It encourages the three click rule and frays away from the interested users getting agitated with the length of time it takes them to access things on the site. Or bored with the amount of things they need to do to get to their desired place. Networking sites Encouraging social networking sites is a good way to gain more of an insight into the latest fads and trends . Warner Music are able to target their important users and make the site more accessible for their interests.


Warner music

Artists’ Pictures of the artist provides more of an interest rather than names and writing as the visual is more engaging . Once clicking on the picture, viewers are able to watch the latest videos from their favourite artist . This keeps the interest consistent

Online value proposition

News The news section on the homepage is a place for fans to be exempt from rumours and hear the latest news straight from the labels themselves. That way they know they are reading the truth, instead of reading false blog stories The feel Warner present a business style website, this creates a formal atmosphere. They concentrate on promoting the brand as well as promoting their artists. 19

Online value proposition

Quick search A way for interested Search bar searchers to go straight to Similar to Warner, the search what they’d like to see bar being placed here, allows rather than search through the site to be accessible. It pages of irrelevant encourages the three click rule information and frays away from the The latest tweets interested users getting This encourages people to uninterested. know what happens offline with artists as well as online.EMI shows the relationship between them and their artists as social networks build a status of relationship and friendship. The general interest shows fans that EMI are serious about the artist they sign.


Online value proposition

Recent posts, Archives A list of the last 6 post. As well as posts in the archives for months and years ago. This gives bloggers an opportunity to stay up to date and reblog and gives fans the option of The feel knowing all that's available about their EMI have created a blog type setting for artists. their site. This involves regular updates of what artists are doing and why they are doing it for example: •Live shows •Last minute concert releases •Appearances •Interviews •Press releases The site allows fans to hear music before it’s released and expresses views and feelings about their latest releases. EMI’s website has built their own fan base using the fans that their artist have. The blog setting creates more of a relaxed feel therefore encouraging bloggers, unsigned artist and music lovers to enjoy the site. 21

Online value proposition

Search bar Similar to Warner and EMI the search bar being placed here, allows XL Recordings site to be accessible. It is also very clear as to what XL Recordings want from the online visitors. The idea is for visitors to sign up to their XL Recording site, Facebook and Twitter in order to be regularly updated via emails, updates on Twitter and page posts on Facebook without having to visit the site it’s self . Out of all three websites XL makes it clear that they are trying to create more leverage for the website as well as their artists recognition offline.


Online value proposition

XL Recordings The constant image of XL plastered around the site reinforces the label to the online visitor until they feel obliged to return to the site. Rather than seeing an artist and not knowing where they have come from. The feel XL Recording have used a blog type setting for the website with regular updates. However one could debate the accessible navigation as it is hard to separate updates from features of the site this could frustrate visitors.


Online value proposition

Online value proposition: Defines an organization’s online offering distinct from offline or competitors offering’. (Chaffey,Smith.2008:page:493)

Warner music, EMI and XL Recordings have one thing in common and that is all three labels are trying to create leverage for their websites. Although one may argue that it is not essential for a record label website to have regular visitors, but rather that their artist websites have the most visitors in order to create public awareness for themselves. It is a good way for Record labels to keep up with what the latest trends and fads are, as well as being able to promote the other artist signed to the label. This could be defined as the labels proposition. Record labels often do collaborations with artist from the same record label and use their sites to promote that record. Out of all three labels (EMI, XL recordings and Warner music) XL recordings is the only website to provide a visitor to the site the option of signing up and becoming a member. By signing up to the XL recordings website members will receive regular emails and updates to create more public awareness and advertising using offline methods such word of mouth. Offline promotion: offline promotion uses traditional media such as TV or newspaper advertising and word of mouth to promote a company’s web site. (Chaffey,Smith.2008:page:493) XL recordings are also able to identify there target market with the sign up option. This will enable them to improve features on their website by making their website more accessible to their attracted market.


Online value proposition

Fortunately all three label websites have used social network sites such as Facebook and Twitter as a mean to connect with their market. This is another way for them to advertise their labels with regular updates and frequent posts. To concur the labels are able to keep up to date with peoples interests and ensure the artists are promoted in a way to benefit themselves and the label. XL recordings and EMI, both have blog style websites, uploading links to particular artists interviews and articles, as well as YouTube videos and latest information on what artist are up to using informal banter . However XL recordings tend to provide links to videos rather than providing the video on the site unlike EMI. This could prove rather inconvenient as links have a tendency to expire. Warner differs from these two websites by encouraging as much interest in the brand (Warner music) as it does in it’s individual artist, creating a business style website.


Customer orientation – audience segmentation Customer orientation: providing content ,services and offers on a web site consistent with the different characteristics of the audience of this site. (Chaffey,Smith.2008:page:487)

Both EMI and XL Recordings are recognised for their blog styled websites and attract a lot of visitors due to their regular updates. Offline, a lot of rumours are made up about artist. Often these rumours are influenced by online blogs. ‘Blog: An online diary regularly updated by an individual or group with topical news and views.’ (Chaffey,Smith.2008:page:485) Consequently EMI and XL Recordings attempt to provide positive publicity for their artist to tackle the negative blog publicity. EMI and XL recordings fortune from having a blog styled website, as it is less formal and more likely that visitors will become regular and will spend more time on the site. On the other hand Warner music's website does not have a blog theme however, does show its artists latest videos as well as information on Warner music and related labels. Warner also promotes their artists personal website using links to the artist website This creates publicity online and offline for both the Warner label and its artists. Online promotion: online promotion uses communication via the internet itself to raise awareness about a web site and drive traffic to it, e.g. Hyperlinks from other web sites, banner adverts or targeted electronic mail (e-mail) (Chaffey,Smith.2008:page:493)


Customer orientation – audience segmentation

The following questions were asked to five individuals in order to come to a conclusion as to what the music label websites EMI, Warner music and XL Recordings offer to the those whom visit these web sites.

1.) Out of EMI, Warner music and XL recordings websites, which one would you say interests you the most? 2.) Why? 3.)What keeps you interest in the site (what features are on the site that keeps you intrigued) 4.) Why do you visit that particular music labels site rather than any other? 5.) What would you like to see change on the website? 6.) What social networking site are you signed up to?


Customer orientation – audience segmentation

Name: Kwame Age: 20 Gender: Male Profession: Student 1.)EMI 2.) I am very musical. Having had a love for music for years I like to check up on labels to see what is new and what is old. I am currently working on music of my own as you know, so I like to make sure that what I am doing is still ‘hip’. EMI have like a blogging kind of website so the updates are regular, so it’s like getting my info straight from the horse’s mouth. I keep up with blogs just to see what people are into also what the labels are looking for and interested in, what is popular and what artists are being blogged about the most. I don’t really go on the site to look at individual artist but rather to see what is going on across the border. 3.) The blog style 4.) I do visit other labels especially independent labels. But out of the three options you have given me I only really go on EMI don’t get me wrong though I do visit Warner quite a bit. 5.) Nothing really maybe has the updates every three days rather than every six days. That’s the biggest issue I can think of and that’s not really an issue. 6.) Twitter, Facebook, Soundcloud and Myspace 28

Customer orientation – audience segmentation

Name: Omari Age: 18 Gender: Male Profession: Student 1.)Warner 2.) Just because it’s the one I know of. But I don’t go on the site a lot, because I can hear the music off blogging sites or YouTube. I don’t even go on the artist websites any more just because they don’t update as quick as bloggers or YouTube or another popular site called World Star Hip Hop. 3.) To be fair I don’t really go on Warner but if an artist mentions something on twitter or I’m looking for something (musically) that I can’t find I’d go on the site. But it wouldn’t be my first option, no. 4.) No reason in particular but they represent two of my favourite artist Wale Lupe Fiasco 5.) I don’t visit the site enough to know 6.)Twitter and Facebook


Customer orientation – audience segmentation

Name: Phoebe Age: 19 Gender: Female Profession: Student 1.) Warner 2.) Because I am aware of a lot of my favourite artist are signed to the label. Also I have heard of Warner brothers for loads of other reasons. To be honest I wouldn’t say I go on their regularly but I do check sometimes, like to see if an album is being released or to tweet something. 3.) Its a good way to keep up with my favourite artist, as well as their tour dates and album releases. 4.) Just because it’s the one that I know the most. Like on my favourite artists websites, Warner is sometimes listed at the bottom of the page as a link. 5.)Nothing really, probably just less formal if anything. 6.)Twitter ,Facebook and Tumblr


Customer orientation – audience segmentation

Name: Shae Age: 23 Gender: Male Profession: 1.) I like all three to be honest 2.) I’ve done a lot of music before I was a member from the urban group Bomb Squad and we had two videos and at that point I really wanted to get signed so it was important to be up to date with what labels were looking for and signing. I mean YouTube was something we regularly used just to be viral so the odd freestyles and filming in studio was often put onto Facebook. I mean it was something that we really wanted at the time so making sure we knew what labels were more us than anything was important. We didn’t get signed but I’m not sure if that was our lack of determination or our lack of knowledge with the music industry. But I would recommend anyone that is interested in the industry to look at all labels having a preference isn’t important it’s understanding what the labels offer if you know what I mean. 3.) It has almost become habit for me to spend time on these labels sights. I’m not at all interested in getting signed anymore but I still love music and I still like to be up to date. I have this urge to always want to see new and raw talent. Although you can see raw talent more on YouTube, MySpace or Sound Cloud, raw talent doesn’t stop when a person gets signed and that’s what a lot of people forget. I like to stay up to date signed or not and to me those websites give me the real thing. But I have to say EMI does provide the most updates. Their stuff is never more the two weeks old. 4.) Like I said I like all three and more. I am just a music person so if I know I can hear good music, I’ll most definitely tune in. However I’ll go back to EMI and say that they do allow you to hear pre- releases, and labels like XL Recordings are good as they have signed a lot of UK artists who have become mainstream like, Adele and Dizzee Rascal. Only thing is they just have links thrown all over the page (laughs). 5.) I think would just change the layout on XL Recordings 6.) MySpace and Facebook 31

Customer orientation – audience segmentation

Name: Hayley Age: 22 Gender: Female Profession: Sales 1.EMI 2.I like the homepage because it’s like a blog and my boyfriend is a DJ so he checks out all these music label sites so he can remix the songs and stuff whilst I get my latest updates 3.I just like a site I can get my updates regularly from like show appearances’ 4.No particular reason 5.Not really fussed to tell you the truth 6.Facebook


Dynamic design and personalisation The Warner Music, XL Recordings and EMI website share a similarity in Dynamic Design and presentation as there is no Sign in or anything that is personalised to the visitor. All three websites strictly hold basic information which is accessible by all visitors. However the third music label XL Recordings does allow visitors to enter their email address to access a newsletter however a free membership is required. The following images are screenshots of all three websites showing that there is no way of signing in, or no personalised web content, however as you can see the top right hand corner of the XL website contains an area you can enter your email address to receive membership newsletters.

No designated log in area for potential members. No personalisation

No designated log in area for potential members. No personalisation, however Sign up available for regular newsletters.


Aesthetics “Aesthetics= Graphics + Colour + Style + Layout and Typography”(Chaffey,2008) Site Personality The Warner Music Website is very corporate and professional, in comparison to the EMI and XL website which are very blog like on the home page, the EMI website also contains a twitter feed on the right hand side of the page. Brand Values The 3 music labels do follow their brand values on their website, in the sense that each of them uses their corporate colours and identity throughout each of their website. Sound Neither one of the websites contains any sound unless you click on a video link of one of their artist, which is only available on the EMI and XL websites. Graphics, video The EMI and XL Website home page do not contain any graphics in comparison to the Warner Music website which contains a photo gallery of each of their artists. However the EMI and XL website which are similar to a blog in style do contain embedded videos of latest singles released by their artists.

Colour, style, layout The colour styles on both the three websites are quite similar in the sense that they both use their corporate colours throughout the website (Warner – Blue, white black)(EMI- red, white, black)(XL-Black, White) in addition to this the labels use black writing with a white background in all three websites. The font size is also very similar, the reasons for this are because these are neutral colours that can make any website look professional and classy. The layout of the three websites are quite simple, the Warner Website is split into 3 main columns, the first the navigation bar, the second a picture gallery or content and the third a news feed. However the other 2 websites XL and EMI are very similar, the both follow the layout of a blog, the both contain a navigation bar at the top of the screen and a blog like content underneath.





Page Design Typically the design of a website will be more effective if there is a different page template for different site sections which have different objectives. It is necessary for different layouts to be consistent, for instance; •

Company name and logo for identity: For all three sites; XL Recordings, Warner Music Group and EMI, their logo’s are placed in the top left hand corner of the page. This remains consistent throughout.

Menu (and submenu’s): XL Recording’s menu is simply six navigation buttons that takes the viewer to more content and is generally basic looking. Warner Music Group and EMI have slightly more complex menu’s with a vast amount of content displayed on the page.

Footer for reference to copyright and privacy information: Out of all three websites, Warner Music Group and EMI are the only ones that appear to have footers with navigation links to copyright and privacy information.

Page title for content e.g. Product information: All three sites are consistent with page titles clearly displayed above the content.

Warner Music Group



Page Design Good template design will achieve; •

An aesthetically visually pleasing layout: All three sites have an appealing appearance. Warner Music Group and Emi are similar in terms of style and layout which allows the websites to look professional. XL Recordings stands out with its unique modern style and vibrant colours.

Clear emphasis of different content types: With XL Recordings, bold headings emphasize the content types. Warner Music Group and EMI have slightly more content throughout their WebPages, and content is emphasized through the way in which the site is laid out. For instance, Warner Music Group content is laid out in the centre, which draws the attention of the viewer to the main aspects of the site.

Visual hierarchy showing relative importance of different content through size: There is a sense of visual hierarchy when looking at XL Recordings. This is the least informative website of the three, and immediately the viewer learns which artists the record label works with. The visual hierarchy is shown simply by observing the order of the navigation buttons on the main contents page. Similarly to EMI, the important pages appear to be in order along the top of the main page. Warner Music Group is laid out slightly differently, and the three most important pages appear to be highlighted with a blue background which draws the attention of the viewer.




Prioritization of marketing messages and calls-to-action for different audiences and products for persuasion purposes: With social media appearing in each of the three sites, the links to Facebook and Twitter pages allows the viewer to engage with the brands.


Clear navigation options to a range of content, services and visitor engagement devices: All three sites XL Recordings allows the user to access Social Media sites including Twitter and Facebook for the record label. Warner Music Group and EMI also offer their users the chance to view their own social media sites.


Copywriting Copyright refers to laws that regulate the use of the work of a creator, such as an artist or author. This includes copying, distributing, altering and displaying creative, literary and other types of work. Unless otherwise stated in a contract, the author or creator of a work retains the copyright.[online]available at:



Warner music

Copyright (relevance & accuracy) The year the copyright was last updated which was 2009. meaning it is still relevant.

Footer ( scanability) The terms and conditions and copyright statement is placed in the footer so it is the last thing a visitor to the site is going to see if seen at all



Warner music

Chunky & brief The heading is both highlighted and bold. All other headings are in a bigger font ,boldly typed, briefly written, and numbered in order to separate each term and condition.



Copyright (relevance & accuracy) The year the copyright was last updated which was 2011. meaning it is still relevant. the copyright is positioned in the footer along with the terms&conditions Chunky & brief The main heading and all other headings are in a bigger font and are boldly typed and briefly written exactly like Warner music



Capital letters (scanability) The sections which should not be ignored are in capitals mid page highly likely one would not pass it as it differs from the rest of the headings and other texts. Unlike Warner music’s website.



Warner music and EMI websites display there copyright bar in the footer of their homepage. With a close link to their term and conditions link which elaborates further as to what the copyright does and does not permit. Both websites clearly illustrate what their most important regulations are by having them in capitals. Both websites list their regulations, making system easy to read and understand. Warner highlight the points that they need to stand out whereas EMI tend not to. To concur both EMI and Warner music type their key regulations in capitals with the intention to portray the importance of those specific ones. As important as one may see the copyright, Warner and EMI place their set of laws e.g. terms and conditions, policies and copyright in their footer. This could lead to various visitors not reading or taking not of those parts of neither sites. XL recordings fail to display their copyright anywhere on their website. They also do not exhibit any form of policy, terms and conditions or regulations.


Navigation and structure “Navigation describes how users move from page to the next�(Chaffey,2008) The navigation the Warner Music website is very professional, the navigation bar itself is located on the left hand side of the screen, the buttons are blue and stand out from the main content of the main page, in comparison to the XL and EMI website the navigation bars go across the top of the screen and are in black and white, with the font size being 12. The navigation around each of the websites is very short and quick, with every click on XL and EMI going back to a page similar to a blog but specific to the link you clicked on, however the Warner music website remains the same with the only area changing is the second column which contains content, The Warner music website navigates visitors to its artist websites, where as the other 2 websites EMI and XL contain information within the actual website.


XL – 3 Click Rule

Navigation and structure

All links lead to other webpage's within the same website. Within 2 clicks. For Example if you clicked on Tyler the creator on the home page, it will automatically direct you to a specific page for Tyler the creator.

This is the home page of the website.


Warner music

Warner – 3 Click Rule

Navigation and structure

The first click takes you from the photo gallery to the second step which enlarges the artists photo.

The second click enlarges the artists picture to cover the entire size of the picture gallery.

The third click leads to a music video of the artist, not always up to date.


EMI – 3 Click Rule

Navigation and structure

The first click directs visitors from the home page to the artist page by clicking on “Artists”

The second click directs the visitor to a new page from which they can select the artist the want.

The third click re- directs visitors to external artist websites.



Tool Bar EMI uses interaction techniques throughout their website in order to create engagement with visitors to the site. Once on the site the tool bar is essential to be able navigate as it is impossible to see anything fully without clicking on it e.g. videos, links, tweets and any feature in the tool bar. The search bar is also there to create engagement as it allows visitors to type in anything they are specifically searching the site for.



The acknowledgment EMI ask for views and reviews on any features/ updates they put on the EMI site. This shows that they acknowledge the views of their visitor. This is a good way for the website to know who is viewing their site as they ask for details in order to comment on an article. This prevents the daunting experience of having to sign up.


Warner music Interaction

Drop down link

Links –toolbar

Gaining interaction with visitors providing by information in the drop down links. Warner provides a brief overview on what each link it about.

The toolbar is essential to visitors on the site as they are unable to navigate around the website without clicking on related links. It is impossible to access features without clicking on it , this also includes articles on the news feed.



Navigation Similar to Warner music and EMI, XL recordings website requires the user to click on links on the websites homepage in order to gain access on many features on the site. However unlike Warner and EMI, XL recording do release many updates on their website homepage.

Sign up The sign up allows visitor to sign up in order to receive emails from the XL recording



Drop-down boxes This shows the same thing as what is already presented on the homepage however, it allows visitors to navigate around the page rather than lose interest in the site because they are unable to interact with the site.



‘Interaction helps to engage web site visitors by giving them some twoway communications plus greater involvement and control over their web experience.’(Chaffey,Smith.2008:page:268)

EMI anything a visitor wants to access on the website has to be clicked on in order to gain full access. Full access allows visitors leave comments and read reviews from others about EMI posts and updates on the website. The search bar is also provided on the EMI website to enable visitors to search the website for specific things. EMI’s homepage is similar to a blurb for a book. It unfolds when the reader is engaged and turns the pages. Warner Music also follow a similar technique to EMI. On the Warner music website it is impossible to access anything without clicking on any of the links. Using drop down links, Warner narrows down a visitors search requirements by providing several options relation to a specific heading. XL recordings website like Warner music and EMI, provides the same technique to engage their users. This is done by restricting information to the user unless they click on their interest. XL recording website differs from EMI however has a similarity to Warner as it provides drop down links. This enables a visitor to navigate around the page rather than only searching the homepage. All three websites use the social networks Twitter and Facebook to interact and gain interaction from their websites visitors and members. By providing these social networks the record labels are able to send out ‘tweets’ and ‘feeds’ in the hope of gaining feedback from those interested in what the website provides.


Key words

These are the keywords used by each website according to


Key Words


The key words used by the website to help its location on Google.


Key Words


The key words used by the website to help its location on Google.


Key Words

XL Recordings

The key words used by the website to help its location on Google.

<meta name="description" content="London based record label established in 1989. Home to Vampire Weekend, Peaches, Karen Elson, M.I.A., Radiohead, Discovery, Basement Jaxx, The White Stripes, The xx, Adele, Friendly Fires, Ratatat, Titus Andronicus, The Horrors, Gil Scott-Heron, Jack Pe帽ate, The Cool Kids, Sigur R贸s" /> 58

Conclusion and Recommendations Although the 3 websites specialise in the music Industry, they do not all serve the same purpose, the Warner Music website is very professional and formal and holds a lot of information, whereas the EMI website is very unique and has sort of a YouTube channel layout, in comparison to the XL Recordings website which is completely opposite as it has a layout of a blog site and has very limited web pages and content. The XL Recordings website is very colourful, the content is very limited with many of its pages leading directly to other websites, compared to the 2 major labels you can tell that this company is independent. The XL Recordings Website is not bad at all. The Warner Music website is very formal and contains pages and pages of content and financial information as well as pages on the business background . The feel of this website is that it is more aimed at professional you wish to contact Warner regarding music, unlike the other 2 websites EMI and XL which cater to music lovers. The EMI Website contains alive Twitter feed and embedded videos of its artists latest music. From the 3 websites EMI and XL have content that music lovers can view such as information, music videos and news however Warner Music is aimed at those who want to work in the music industry.

Recommendations Warner •Should contain latest music videos from its artist •Become More interactive with its visitors •Should allow visitors to sign into the website and allow the website to be personalised for every visitor.

XL •Should hold more content •Should allow more interaction with its visitors

EMI •Should hold more content and not be confused for a independent label •Should allow visitors to sign in and have a website personalised to them.



Chaffey,Smith.2008:page:493 Chaffey,Smith.2008:page:487 Chaffey,Smith.2008:page:485 Chaffey,Smith.2008:page:493 Chaffey,Smith.2008:page:248 Chaffey,Smith.2008:page:263 Chaffey,Smith.2008:page:268


Bibliography Book sources Chaffey,D. Smith,PR.(2008) eMarketing eXcellence planning and optimizing your digital marketing(third edition):Elsevier Ltd Page: 468,485,487,493,493 Website sources Chaffey,Smith.2008:page:268 EMI Music [online] Available at: ttp:// Warner Music Group [online] Available at: XL Recordings [online] Available at:


Who are the authors? Abbas Ali

Shanneka Simpson

Roseanne Dodds


Incentive Mag  
Incentive Mag  

Incentive Mag, Based on Warner music, XL Records and EMI