The Rise & Rise Of

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Nominated Best Record Shop for the People's Choice Awards 2004 within 6 months of being online, has grown from strength to strength & is now considered a key player within the industry.

Young Entrepreneurs AJ 26, & Adz 22 started an online record & CD shop at a young tender age with a aim to be a market leader in the online music retail industry, with nothing but a vision, marketing ideas, some knowledge of how to make a online shop, they went out, bought a domain name and started Established in February 2004, quickly grew into a strong market leader within the UK Underground music industry as a leading outlet for artists to sell their music online.

Nominated Best Record Shop for the People's Choice Awards 2004 within six months of being online, has grown from strength to strength & is now considered a key player within the industry.

So what make's them so different & why are they so popular? We managed to pin AJ & Adz down, co-founders of for a exclusive interview and take a closer look into their business methods & ingenious marketing ideas.

A business normally takes 1-2 years to establish itself into a market before they can even think about taking on the major competitors in their industry, one question that needed to get answered, what was it that gave them such a boost when they first launched. "Evaluating the market & noticing the outrageous prices other competitors were charging for records & CDs, we felt our pricing strategy was one of the key issues that needed attention before the launch," said AJ, co-founder of "It's important not to rip the customers off, we can offer a unbeatable service at sometimes 50% less the price of our competitors, so we did." have employed some lucrative marketing skills in developing the business, one of the most popular being a record giveaway with no catches. It was a simple giveaway with no catches, we wanted to give a item away, not buy one get one free etc., a real promotion that had no catches whatsoever, we could have spent thousands on advertising during the early periods of our business but chose to give those thousands back to the customer, we felt a completely free popular record would generate more word-of-mouth advertising then any magazine advert and decided to use some of the advertising budget and give it back to the customer" This proved very successful and increased their customer base by thousands overnight.

They later thought about advertising on Black Taxi Cab's in Central London to give them more localised marketing but after discovering the cost, they decided to go one step further and actually bought a rare Piaggio Ape 50 which to put in layman's terms is an Indian style rickshaw, they painted it bright yellow & blue, stuck a light box on the top with their website and paid someone to drive in around London everyday. "It actually worked out better value for money & has a much better impact on the public, the amount of people that look at it, take pictures and generally laugh at it is astonishing," said AJ. "To this day, it can be seen around Central London, I love it."

One of the shocking discoveries I made was that the artists themselves actually support & endorse the shop, actually have a page dedicated to singers & musicians giving them audio shoutouts, by the artists themselves endorsing the shop as the best outlet for their music, it clearly gives them the edge over a lot of other online shop's in the eyes of the public. I know if I was a fan and the artist told me to buy it from, I would buy it from there and no where else.

The standard aspects a lot of businesses tend to forget is the price, service & after sales care, after spending a day with, I have no doubt in my mind that they have got these aspects down to perfection and the only way now for them is up.

" announced today that they are now in the world's top 50,000 websites according to," Adz continued. "Starting from just a small internet website in 2004, two years later, now receives over 80,000 unique visitors per month."

So what's in store for the future? "We have got a whole bag of idea's that will take to a higher level, I can't reveal them yet, but you will hear about them soon," said AJ. has now established themselves as a key player in the UK Underground Music industry, keep your eyes peeled to for updates on their ever growing business.


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Joan Cooper
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