Dizzee Rascal is signed to Island Records, which is a subsidiary of Universal Music. In 2012, he released his fifth studio album "The Fifth" through Island Records. While the album peaked at number 10 on the UK album charts, it sold fewer copies than his previous album and is the only one of his albums that has not been certified. To promote the album, Dizzee Rascal performed at festivals and collaborated with other artists like Robbie Williams, while also using social media platforms like Twitter and Facebook.

1. Major Label
Case Study

2. Dizzee RascalDizzee Rascal
RapperRapper

3. Dizzee Rascal is signed to Island RecordsDizzee Rascal is signed to Island Records
which is a subsidiary of Universal Musicwhich is a subsidiary of Universal Music
Record LabelRecord Label

4. • It was brought by Universal Music Group in 1998.It was brought by Universal Music Group in 1998.
• It is seen as one of Universals Pre-Eminent recordIt is seen as one of Universals Pre-Eminent record
labels alongside Interscope records and Republiclabels alongside Interscope records and Republic
Records.Records.
• As of 2014, 3 Island Label brands currently exist,As of 2014, 3 Island Label brands currently exist,
Island UK, Island US and Island AustraliaIsland UK, Island US and Island Australia
• It is one of Universals major subsidiary's and is veryIt is one of Universals major subsidiary's and is very
vertically intergrated into the Universal Brandvertically intergrated into the Universal Brand
IntegratioIntegratio
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5. Album SuccessAlbum Success
• In 2012 he released his first album with Island RecordsIn 2012 he released his first album with Island Records
called “the fifth”.called “the fifth”.
• The album peaked at number 10 in the UK albumThe album peaked at number 10 in the UK album
charts.charts.
• It is currently the only one of his 5It is currently the only one of his 5
studio albums not to have receivedstudio albums not to have received
a certification.a certification.
• It sold a small amount of copiesIt sold a small amount of copies
compared to his previous album.compared to his previous album.

6. PromotionPromotion
• Dizzee Rascal performed a track from his new albumDizzee Rascal performed a track from his new album
at the Summertime ball in 2012 at Wembleyat the Summertime ball in 2012 at Wembley
Stadium.Stadium.
• His album featured a number of collaborations withHis album featured a number of collaborations with
artists such as Robbie Williams who helped toartists such as Robbie Williams who helped to
promote the album through live collaborationspromote the album through live collaborations
and performances.and performances.
• There are no examples of synergy in the way that thisThere are no examples of synergy in the way that this
album was released.album was released.
•

7. Social MediaSocial Media
• Dizzee Rascal used both his Twitter and FacebookDizzee Rascal used both his Twitter and Facebook
accounts to promote his album.accounts to promote his album.
• He has over 450,000 followers on his Twitter accountHe has over 450,000 followers on his Twitter account
• Robbie Williams also used social media to promoteRobbie Williams also used social media to promote
the single in which he featured on.the single in which he featured on.

8. Online Availability
• All of Dizzee Rascals studio albums are available to
purchase on ITunes and Amazon music store
• His songs are also available to listen to on websites
such as Spotify and Rdio.