Warp Records is an independent British record label founded in Sheffield in 1989 that is known for discovering enduring electronic music artists. It was founded by Steve Beckett and the late Rob Mitchell based on their experience working at a record shop. The label helped launch the careers of many influential electronic music artists and also created a film branch called Warp Films.

1. By Lula Ali

2. Warp Records independent British record label founded
in Sheffieldin 1989. This label is mainly known for discovering
some of the more enduring artists in the genre electronic music.
Warp records is founded by Steve Beckett and the late Rob
Mitchell from their experiences working at the FON record shop,
alongside record producer Robert Gordon. The label has also
created a Film strand, ‘Warp Films’ which aims to create short
movies.
The label (whose name was chosen because the original name,
'Warped Records' was difficult to distinguish over the
telephone)soon became home to artists who would be influential
in electronic music. - Wikipedia

3. Flying Lotus

4. Flying Lotus is one of the more
popular and exciting artists
from Warp Records. He has
also collaborated with
mainstream artists Mac Miller
and Earls sweatshirt. His music
has also been feature of the hit
game Grand Theft Auto.
Through his interview with PitchFork (Chicago-based daily
Internet publication ) discussing his envolment with Grand Theft
Auto. Flying Lotus appears to be very outspoken, humorous and
not afraid to voice his explicit views.

5. We see here that Flying Lotus may not be very traditional
with what he says, however he does appear to be very
genuine and quite funny. This would allow Flying Lotus to
relate more to his target audience, as he appears as just a
regular guy and down to earth.

6. Flying Lotus
mainly produces
Instrumental hip
hop. He states in
an interview that
„all decent
electronic music is
experimental.‟
Flying Lotus‟ music has certainly evolved rapidly, and has
seen almost all of its success through electronic online
distribution. It has been assigned names by the music
“establishment”, by fans, and by the artist himself (he
described one release as a “space opera”)- Maybe people
consider his sound a completely different genre.

7. Flying Lotus has
recently began to
distribute recycled
tops which has
become a success.
Many of the clothing
features a simple one
color background
with the artists face or
his „known for‟
symbol. The symbol
features the initials L
A which represents
his home town, Los
Angeles
Flying Lotus has used
Twitter (Social
Networking Site) to
rewards fans who
picked up his
Cosmogramma
record since its
release. By simply
using a webcam, fans
can unlock and
download free
„Cosmogramma Alt
Takes‟ mp3s for free.
Warp Records and Flying Lotus distribute the artist‟s
tickets to www.axs.com/uk/artists/108852/flying-lotustickets which is mainly used towards his secondary niche
audience.