Our business, Arpegio, is a small record label that promotes up-and-coming artists locally to college students. As a startup, the potential market is small. The average consumer is a college student with varying income levels due to different job situations and student debt. As a record label, Arpegio operates in a B2B market by selling artists to other businesses to promote them in the music industry. Factors affecting demand include funding, industry connections, promotion/advertising, experience level, staffing, and placement opportunities. Pricing will vary based on costs like rent, salaries, bills, and plans for expansion and renovation.

1. Our business is called Arpegio; and we are a company that tries to promote artists that are trying to get
recognized. Basically we are a small record label.
Potential Market Size i.e how large or small
The potential market sizes for our business is quiet a small market size as we are just a start up business
we’re just aiming at college students locally.
A profile of your average consumer and customer. –e.g. their income, age etc.
The average income for our target market is very difficult to confirm as we are aiming it at college
students. This will vary since some will have jobs, part time jobs or no jobs at all. We will also have to
consider some who have student debt. So we need to think of costs that would be easy and flexible for
them, therefore attracting them even more. This will be a hard market to aim at since we don’t have an
overall figure of their income. We have decided to get our revenue by them paying us a certain amount
to promote them and sales from concerts and gigs we do for them.
Are you in a B2C market or B2B as well?
Since we are a record label we are a B2B market because we are trying to sell our clients to
other business to get them promoted and more known and recognized in the music industry.
What are the factors that affect the demand for your product/service?
1. Money
-We may not have as much money we need since we are just a start up of a business. So
we may need to take out a bank loan which means drawing up a cash flow forecast.
2. Links to people in higher places
-We also may not know many people we need to help us help our clients succeed in the
music industry and known in industry.
3. Promotion and advertising
4. Lack of experience
-Since we are a start up business we may not know as much as the other record labels
which can set us back, which can also lead to a loss of clients due to lack of experience.
5. Staff
6. Placement
- music is perhaps, the most powerful, 'moving' art/statement we know of. It is clear that many
attitudes and policies have been changed as a result of songs.
1.Technology, which has a profound effect on music. The highly crafted instruments of the pre-
industrial age gave us instruments such as the recorder & the violin. Brass instruments were
common even in ancient times, but were used for signaling, and were limited to the harmonic

2. series. Industrial metal working techniques gave us sophisticated brass instruments and
improved the projection of instruments such as the piano. The electronic age gave us even
greater volume and created a path for the age of recording. The digital age has enabled us to
perform complex sound manipulation. The resulting music, to some degree, is a product of
technology; for example, brass was introduced to the orchestra after the industrial revolution.
The eclectic guitar and thus the typical band needs electricity.
2.Large scale human movement can also have a profound effect. Human migration, as well as
trade and war, has moved both instruments and musical ideas around the world for centuries.
These days, easy communication has a similar effect.
3.Social and economic factors can influence the type of music by defining who plays it and who
pays for it.
Baroque music results from professional players playing to an educated elite. Folk music is non
professionals playing to their peers.
The energy that drives musical changes can be seen as a matrix between technology, the
movement of humans and ideas, and socio-economic factors.
Think of any band, composer and musical style, and consider it in the context of this matrix.
This theory does not predict or explain the specifics, but it does set out why the changes were
possible.
Society's Effect on Music
You know a lot of people write songs about wars etc that are going on, but also things in society
like pregnancy etc if you experience really good or bad things in life, you can tend to express
yourself a lot better with a song. So obviously everyone is part of society, and the things you
experience in it prompt people to write songs. Society’s effects music by giving people reasons
to write a personal song.
The price of your product and reasons for it?
The price for our business will vary in many different ways. For instance since we are a business
that is just starting we have to think of all the things that we need to pay for. This includes things
like rent since we are just renting out a place at the moment before expanding into a bigger
business. Our fixed costs such as employee’s salary but also bills such as water, heat and
electricity. But we are also thinking about expanding and renovating our place this means more
money being used. We also have to pay for advertisements and stationary.