MAINSTREAM VS INDEPENDENT: TARGET AUDIENCEASIA THOMAS JENNINGS

ONE DIRECTION PROFILE

Signed to: Syco music & Columbia Records, signed by Simon Cowell. Olly Murs, Sam Bailey, Ella Henderson etc are singed to Syco music, Little mix, Beyoncé, Aerosmith, Destiny's child, The Script are signed to Columbia Records. Target audience: Mostly teenagers/ girls.

Merchandise: T-shirts, clothes, bags, converse, mugs, calendars, make up sets for young girls, one direction perfume, posters, bed covers, birthday cards, and have also made their own film; about themselves.

How to purchase their music: You can download music for free from the site, use iTunes, amazon, get digital bundles- get offers, ‘Album 1D stage deluxe bundle-

Background: Each member has auditioned for Xfactor, which they then got put into groups. They came third place in Xfactor, and was then signed by Simon cowell. They only managed to become stars from Xfactor.

LANTERNS ON THE LAKE PROFILE

Signed to: Bella Union is an independent record label. This label specializes in indie rock. Target audience: Not specific

Merchandise: Albums, records, t-shirts. How to purchase their music: Amazon, official site. Background: They aren’t really famous, but are known to some people. They have had

small gigs, concerts and are possibly recognizable from their music videos.

ADVANTAGES ON MAINSTREAM

There are many advantage of major record labels, here are the following: - Distributes to a larger audience. Artists can be known world wide. - They have their own

merchandise to promote themselves. - They can be apart with other higher and most popular artists, which they can then

collaborate with. - They are publicized much quicker. - Have financial support - Big production values (larger budget to spend on costume, stylists, settings etc.) - Have marketing people and producers, costume designers, choreographers etc. - Synergy with other products = £££ e.g. Beyoncé & Pepsi.

DISADVANTAGES OF MAINSTREAM

However major record labels do have some disadvantages: - Labels can be exploiting the artists. - Artists are not really authentic. - They don’t get much say - You won’t get all the profits- most of the share goes to the label.

ADVANTAGES OF BEING INDEPENDENT

- You can have your own independence in music - Your own business - You have freedom to do what you want - Have closer connections with fans e.g. in concerts - 100% profits - Could go viral through kickstarter e.g. Amada Palmer - Lets you stay authentic and true to the music - Have control over things

DISADVANTAGES OF BEING INDEPENDENT

- Not known globally - Don’t have much reputation, branding or promoting. - No financial help - Less connections & influence - Smaller scale, so less profit - You have to do it all yourself - No production values - so no produce, director, costume designer etc.

TO SUMMAEISE

There is a clear distinction between major record labels and independent record labels. I have outlined the advantages and disadvantages of them both, above. One direction are a manufactured boy band, who were advertised on TV for the audience to like. They were dressed accordingly, and styled as to what young teenage girls would like to see. The music they produce are intentionally about girls, to attract the female audience. They have all the necessities such as directors, and choreographers to make them more recognizable to the audience and also more entertaining. However Lanterns On The Lake, don’t have the marketing package behind them, they have to do things themselves and aren’t known as much.