In March 1931, the Gramophone Company Ltd. merged with Lindström's parent Columbia Graphophone Company to form Electric and Musical Industries Limited (EMI). Electrola continued as the merged entity's German subsidiary. Around 300 publications per month allowed Electrola's general catalogue to grow to 11,000 titles by 1934. At the end of 1939 Electrola - like the other German record labels - came under National Socialist administration.