Communication Case Study

Canary Classics

Record Label Strategy

One of Knifedge's strategic specialisms is in advising and assisting clients to launch and run their own recording labels. In this way Gil Shaham has been able to communicate directly with his audience and market without recourse to a traditional 'major' recording label.

Canary Classics is thus wholly an artist-owned recording label, allowing internationally renowned violinist Gil to take control of his recording activity and to retain the revenue from it directly.

Knifedge has been responsible for the whole package, not only consulting on the release strategy and distribution, but also branding, web-development and release design.

We are also responsible for coordinating Gil Shaham's web presence and collaborating with his artist managers and PR representatives such that the site provides a complete communication approach. It is not only possible to buy the recordings but also to find out nformation about the repertoire, the artists and Gil's live touring calendar.