Research of one Major Record Label and one

IndependentBy Ben Kelleher

Sony Music EntertainmentSony Music Entertainment is a major record

label and is a subsidiary of Sony

Corporation. Having first started as CBS

and then Sony BMG, it now stands as it is

today and is one of the biggest labels in the

world.

With its high position and wealth; being part

of a corporation, it means they can attract

big artists to their label and then afford

massive marketing campaigns, something

independent labels struggle to do.

Due to their position they can afford the best producers and editing software etc., and this makes them renowned to artists and audience alike and their reputation is part of their huge marketing campaigns; which they can afford due to their wealth. For example one of their big marketing schemes is their joint venture with SYCO and ‘The X Factor’, where they offer the winner a record contract. The contest itself generates hype for artist and then they sign the winner and they already have a large fan base. They have also signed other contestants from the show that have large fan bases, such as One Direction, and have marketed their music across the world, with appearances, multiple products across the corporation and getting airplay with their reputation.

4AD

4AD is a powerhouse of an independent

record label. Over the years they have

generated a high reputation for finding the

next breakthrough artists. Whereas major

labels often focus mainly on high-profile

artists, independent labels like 4AD are

more focused on finding underground

artists, and then try to generate marketing

through other methods.

4AD and other Independent labels try to find new

artists and sign them, and then work together

with the best underground producers to create

the next big thing. They use other methods to

generate hype, such as YouTube and more

performances to create a solid fan base. An

example of a previous successful marketing

campaign of 4AD is Bon Iver’s, where he initially

created a batch of CD’s and sent them out to

bloggers etc., and then this generated a buzz

and hype, and his debut EP was then released,

reaching no. 19 on the US Billboard Chart.

Major record labels have the money for big budget marketing campaigns, the best producers, editing software, etc. that is currently in the business, and this usually results in them getting the high profile artists.

Independent record labels have less money and have to find the next big thing, and then find underground stars and the best software available in order to try to find something different and get it out there in different ways.

Both can be hugely effective, however Major Labels; such as SME, usually generate more publicity and sales than Independent labels, such as 4AD.