Ostereo, a technology-driven international record label, has achieved a remarkable milestone within its first year, reaching over one billion YouTube views. Established by Howard Murphy, Ostereo has rapidly expanded its roster to 20 international artists, who collectively enjoy millions of streams and significant online visibility.
The label’s innovative approach leverages modern digital tools and social media engagement to revolutionise the traditional music industry model. Ostereo’s success is a testament to the power of combining quality music with direct fan interaction on digital platforms.
Founding and Vision
Ostereo, based at The Landing in MediaCityUK, was founded in 2016 by Blackpool-born musician Howard Murphy. His vision for Ostereo was to reinvent the traditional record label model by capitalising on the technologies driving social media and digital music platforms.
Prior to Ostereo, Murphy established the music sync and licensing company Amurco, which collaborated with global brands such as Ferrari, Mercedes Benz, IKEA, and Sky. This experience laid the groundwork for his innovative record label venture.
Artist Roster and Achievements
Ostereo boasts over 20 artists from around the world, spanning multiple genres. These artists collectively generate millions of streams, YouTube views, and social shares each month, translating to substantial streaming royalties.
A notable success story is Korean pop star J.Fla, who, since joining Ostereo, has amassed over 100 million monthly video views and 4.5 million YouTube subscribers. Her social media presence continues to grow across Asia and the US.
Innovative Engagement Strategies
Central to Ostereo’s philosophy is the combination of high-quality music and direct fan engagement through digital channels. Advanced algorithms and online tools help identify and connect with influential music enthusiasts.
The label employs various marketing strategies to capture the attention of influencers, who, in turn, feature the artists in their public playlists. This approach significantly enhances the artists’ visibility and reach.
Commercial and Creative Impact
Ostereo’s unique approach has not only boosted the visibility of its artists but has also ensured their financial success through streaming royalties and other commercial activities linked to their online popularity.
The record label employs 12 staff and plans to double its size in the coming year. Murphy aims to expand the artist roster significantly, leveraging the creative and collaborative atmosphere of MediaCityUK.
Testimonials and Recognition
Jon Corner, Chief Executive of The Landing, praised Ostereo’s dynamic and disruptive approach to the music industry. He highlighted their success in generating significant incomes for artists without traditional record label backgrounds.
Ostereo’s achievements have been recognised within the industry, with collaborations involving artists like Dianne Warren, Sigala, Nina June, Joel Corry, and Lizbet Sempa. These partnerships underscore the label’s innovative and forward-thinking approach.
Future Prospects
Howard Murphy envisions a record label that deeply understands and engages with fans, providing innovative and exceptional music. Ostereo aims to create a risk-free entry point for traditional media through its established fan engagement strategies.
Murphy’s ambition to double the company’s size and expand the artist roster reflects his commitment to pushing the boundaries of the music industry. The synergy between Ostereo and MediaCityUK continues to drive the label’s success.
Ostereo’s remarkable achievement of surpassing one billion YouTube views within its first year highlights the effectiveness of its technology-driven and fan-centric approach. The label’s success serves as a compelling case study of how modern digital tools can revolutionise the traditional music industry model.
As Ostereo continues to grow, its innovative strategies and commitment to quality music and direct fan engagement will likely set new benchmarks in the music industry. The label’s future looks promising, with plans for expansion and ongoing support from the vibrant MediaCityUK community.
