The music industry is a tough sector to be in, squeezed as it is by the digital download revolution. Ministry of Sound, however, is still going strong after 17 years. Originally an underground nightclub in London’s Elephant and Castle, it offered no alcohol, a state-of-the-art sound system and a 24-hour music licence. Today, Ministry of Sound is an international brand that markets clubs, music videos, fitness videos, a website, compilation CDs, perfume, luggage, hi-fi equipment, its own brand of vodka and even tents.
Building this brand and keeping a passionate, but often fickle consumer base happy has been an on-going challenge for Ministry’s youth-savvy, market-orientated business team. Its key strategy has been one of diversification.
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