MRK634SAA Assignment: Digital Digest #2

1. What makes
XO so
original?
This Photo by Unknown Author is licensed under CC BY-SA

2. Originality
 From its inception, XO Records has been a keen
believer in originality, and has managed to earn a
reputation by capitalizing on it.
 Their current musical artists all hail from Canada,
most notably, the Toronto region
 They have a diverse lineup of musicians, which helps
them garner attention from different races and
backgrounds.
 Since the start, they have implemented more online
marketing than the traditional marketing
 They know that the marketing atmosphere is
changing, and therefore, uses more online-oriented
marketing.

3. Customer Experience
When you are in the music industry, you are not
simply selling your music, but the artists are
technically selling an experience of themselves
to the audience.
The best way to capture customer attention is
to start a marketing campaign with something
catchy and using different mediums to market.
XO Records are known to invest heavily in stage
setup, music videos, and expensive props, all in
order to provide audiences with a beautiful
experience, rather than just another live show.
This has ensured a steady and a loyal group of
fans, that comes out to every concert, and buys
every album.

4. Favorite Ways to Market
 As mentioned before, XO records prefers more hands-on, and customer-interactive
marketing than traditional marketing ways.
 XO Records and its musical artists are known to be very active on social media, and
usually posts everyday. This makes sure that they are in the spotlight and helps build up
hype for their new projects.
 They are also known to partner with clothing brands in order to bring out new
merchandise every other month or so. This ensures a steady income for the group, as
their merchandise usually sells out with the first thirty minutes.
 They are also known to do a lot for the committee, most notably, working with Black
Lives Matter, and donating to different crowd funds. This shows that the business is
ethical and prefers to bring some change into the world.

5. What is Next for XO Records
 XO Records is already of the biggest things to come out of Toronto, and it can be safely
assumed that this is not the end of XO Records.
 As of now, the whole group is focused on working in The Weeknd’s new unreleased
project.
 In order to build up attention for the project, they simply posted a teaser video into
different social medias. Due to this group having loyal customers, they started sharing
the video, and with online word-of-mouth advertising, the video started gaining traction
fast. Therefore, sometimes they do not even have to spend a lot on marketing because
their customers do it for them.
 XO is looking to only get bigger and better, while also staying firm to its original and
Canadian roots.

6. What started as an unofficial label to release music, is now one of
the biggest and recognizable music label in the world,
spearheaded by the biggest popstar in the world in The Weeknd,
his managers Sal and Cash, his best friend/creative director La Mar
Taylor. The only way to go for them is up, and with The Weeknd’s
new album in sight, all music eyes are on XO, to see what they
produce next. One thing is for sure: They will not leave
disappointed.