Fierce Panda Introduction

Fierce Panda Records are a London-based record label formed in the early nineties with their first release in February 1994. Early artists signed to this independent label included Supergrass, The Bluetones, Ash and Baby Bird. The record label was a pioneer in the ‘Brit-Pop’ revolution with bands such as ‘Oasis’ releasing records off the independent label. Fierce Panda formed a sub-label in 1997. The first was Rabid Badger Records, this label focused on the genres of ‘Dance’ and ‘Drum and Bass’. The label then formed another sub-label of Livid Meerkat which focused on ‘Post Rock’ releases. Fierce Panda rose to success with a number of compilation albums and EP’s culminating in their decision to cease production of one-off singles, concentrating instead on album production and long term projects. 2008 saw Fierce Panda set up its management stable which currently includes The Molotov’s, Ruling Class and The Maccabees. Fierce Panda have set out a very clear message of intent to resist conforming to become a mainstream record label.

What kinds of music do Fierce Panda produce?

When Fierce Panda first formed the label produced records falling into the genres of ‘Indie’, ‘Rock’ and ‘New Wave’ although the majority of the labels releases fit into these common genre types there has also been a flourish of different genre releases from bands such as ‘Shitdisco’ and ‘iLike Trains’. Fierce Panda have always prided themselves on resisting from the mainstream genres of Pop etc and have remained focussed on providing interesting music for a selective market. They’re compilation releases proved to be a very successful way of producing their music. The two sub-labels of Fierce Panda have provided them the opportunity to produce music in the genres of ‘Dance’ and ‘Post Rock’.

Who is the audience for Fierce Panda Records?

By staying true to their cause and delivering a consistently high standard of releases Fierce Panda Records have been able to maintain a loyal fan base consisting of the early nineties ‘Brit-Pop’ market and carrying through to the ‘New Wave’ sounds of today. Fierce Panda Records have been successful in recognising the importance of their fans and appear to be in touch with the majority of their market. Thanks to Fierce Pandas defiance in mainstreaming they have been able to tap into a multi-generic audience and have managed to market themselves effectively.

What is the relationship between Fierce Panda Records and the mainstream music industry?

Fierce Panda Records have appeared to have a love-hate relationship with the mainstream music industry. The label has made it clear that they do not wish to become a mainstream label but have to appreciate that side of the music industry as it provides a basis for the independent labels to work from. With the record label being part of the ‘Brit-Pop’ revolution; Fierce Panda has contributed to mainstream music but stayed true to their intentions of providing unique and exciting releases. By respecting the mainstream industry yet staying focused on their grounded intentions, Fierce Panda Records have been able to achieve success in a now mainstream dominated industry.

Marketing

Fierce Panda Records have always achieved success in promoting their records and artists over the last decade or so, by using unique publication techniques the record label have been able to provide cost effective ways of getting their market aware of their latest releases. As Fierce Panda are only an independent label, marketing budgets have never been high but this does not make it impossible to raise publicity as using creative ideas can provide interesting and thought provoking marketing. One unique idea from the label has been the famous ‘Panda Parties’ in which a series of up and coming bands from the label perform sets as part of a weekend of publicity nights. These parties provide the label with a chance to introduce and promote their newly signed bands and raise awareness around the fresh talent.

Distribution

Fierce Panda have always been diverse in their distributing of records from early 7”s to recent online downloads. In the early nineties, aswell as one off single releases; Fierce Panda also produced number of compilation records as a way of demonstrating what the record label is all about whilst gaining revenue on these multi-artist releases. The first fully distributed EP was ‘Shagging in the Streets’ featuring six tracks from the genre of ‘New Wave’ such a nice market first release was a brave move from the record label but proved to be a wise one with the compilation selling out on its first day of release. Nowadays although still staying true to their physical release policy, Fierce Panda Records have had to adjust to the online age by making their latest releases available for download and by doing so unlocking into a broader and more diverse market.

Production

As the success of Fierce Panda Records has excelled so has production budgets, with the label now focussing on album releases and long term projects rather than their early one of single releases. This natural progression gives the record label more leeway to experiment with production; this is shown by critically acclaimed and interesting releases from bands such as ‘The Maccabees’ and ‘Polyphonic Spree’. Although with advances in self-production music software, meaning that no musical talent is necessarily needed, Fierce Panda Records have remained solid to their beliefs of instrumental excellence in each and every release of the label.

The Online Age

The online age has revolutionised the music industry as a whole aswell as independent records labels. Fierce Panda Records would be foolish to not capitalise on the infinite opportunities that the internet provides when distributing and marketing music. By dedicating time to digitalising the former releases of labels back catalogue, Fierce Panda have been able to make almost every release now available for download. An adaption to the online age has also been made clear when it comes to receiving demos from unsigned bands. Physical copies of demos are no longer accepted by the record label, as only tracks on a digital format will be considered for review. This is a clear statement of intent and acceptance of the digital age, I believe this is a wise one as it gives the label a chance to access audiences that would previously be unobtainable.