Originally, we chose Def. jam music as our record label but given that we changed our song choice and have decided on an original piece from Marc himself, we explored what kind of genre the song was and what kind of labels cater to this specific genre, after much deliberation it became evident that mainstream labels such as the likes of Def. Jam are not a good fit for our music because our audience is niche, our goal to introduce people to surrealism will not go down well with a mainstream audience, we realised this because of our target audience research, many people within the age bracket of our target audience have said that they do not know what surrealism is and they also have not heard about some of the artwork we made reference to in our video, we took this information and searched for another label, a label that can correctly advocate our goal of introducing people to a stranger world and opening their eyes to different possibilities. By giving our audience a taste of surrealism their capacity to take in something fresh and new expands, this allows us to have creative freedom. Tough luck records is an independent label that specialises in alternative music. From Newcastle to London via the midlands comes a label formed by three friends (Chris Q, REbEL and Twon) with a clear ethos. Tough, Raw, Industrial sounds, “Tough Luck Records” is a project born from passion and musical addiction.
This label use social media to promote their artists, they constantly involve their supporters in movements and hash tag trends, as a small time label this is form of cross media a fantastic and cheap way to mass promote your acts, on their website they display the synergy between music and art, which is exactly what our group is currently doing. This is why "tough luck records" is the perfect label for us.
