About Contact Artists Unsigned Artists Advocacy Media Relations News >>About Extrinia (ABN 69 367 205 869)
Based in Brisbane, Australia, the Extrinia record label was formed to serve the independent music community by identifying new and emerging artists and promoting their music.
Established in 2001, the label works directly with artists to develop marketing, recording and performance strengths. For signed artists, the label's resources are directed at establishing and growing a community of fans through traditional and online marketing activities. Artists with the label will be able to sell their recordings and merchandise direct to fans from their official web sites, thanks to Extrinia's experience in providing secure web services. For fans, official web sites will deliver the latest news, interviews, reviews and more directly from their favourite band or artist.
Extrinia is a strong advocate for artists' rights, and maintains a collection of links specially devoted to educating musicians and artists about the commercial realities of the mainstream music industry. Operating in a post-Napster environment, Extrinia believes that artists should be compensated for the work. At the same time, the label will also offer previews of selected tracks in downloadable form, allowing potential fans to decide for themselves before making a purchase. Official web sites will also feature a range of web services that will allow fans from around the world to interact with each other, enhancing their experience with the artist.
If you are an unsigned artist/band, please see our Unsigned Artists page.
Contact Extrinia: info@extrinia.com
>>Our Business Model: Resolving The Disconnect
Extrinia was founded on the belief that anonymous retail purchasing has no future in the music industry, especially with respect to quality artists who are interested in a long term career in the industry. For the modern artist, knowing who their fans are will be essential to future survival, and the existing value chain provides very little benefit to independent artists in this regard.
This means that as a label, we must invest in own our distribution infrastructure and customer relationship management to support artists AND fans. Thus our model is an e-commerce one, with releases being available directly from official artist sites. We believe that this approach will better serve fans, and provide a greater level of involvement between fan and artist. So don't look for Extrinia releases at your local music store, order them online exclusively from our artists!
>>Consume & Obey™
After sex (whose genetic demands are known by all), consumption and obedience are the dominant memes in Western society. The consumer society means lifetime exposure to commercial advertising across all media. Similarly, micro-regulation of every day life means citizens must constantly obey.
Acknowledging the presence of these memes is the first step toward a greater freedom of mind. These two memes are everywhere. Every single commercial advertisement calls for consumption, and you know you just won't be happy without consuming this <insert product/service here>. The combined effect of every single call to consume is an implied impotentence if you don't comply. The consumption meme is so powerful that our very identities can become defined by what we buy and subsequently consume. Yet it is simply not possible for individuals to meet each of these calls, to become the "omni-consumer" every marketing manager dreams of. Does that mean, in turn, relegation to constant anguish (and is this a call to anarchy or anti-globalisation)?
Quite the opposite, in fact. Frame consumption on your own terms. Seek out that that is exquisite. Become an advocate. Reject the staple offerings of mediocrity, especially from those purveyors who encourage consumption for consumption's sake. And most importantly, remember your own creativity - become a competitor.
Extrinia appreciates that consumers are real people, and are therefore capable of independent thinking. Marketing is something that is done to strangers. Whilst we need to initially compete for your attention, we hope that once we have been introduced, you'll look forward to the new experiences on offer from our artists. So when you see an artist associated with CONSUME & OBEY™, you'll know what it means. If you have any comments, we'd love to here from you. Send your e-mail to feedback@extrinia.com
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