There are two different companies that make up the music industries the four majors, these are Sony music records, universal, EMI and Warner as well as the major there are also independent labels such as Boy Better Know that usually specialize in a particular genre of music. In this essay I am going to compare boy better know and universal. The share of the company that independent labels own is 28.4% which is more then any other label however this is a large quantity of different record labels were as universal music group is not too far behind and own 25.5% and they own a large percentage of the market.

The genre of music that boy better know specialise in is grime their music is aimed at young black males as the main lead singer are all black. Also because the style of the music is very fast and there is a lot of rap incorporated in most of their songs. The different artists that are singed to this label are Skepta, Wiley and GME.

Universal music group have a range of different genres from jazz to hip pop and R&B. universal has many labels working for them this allows them to cater for many different ages. By specialising in a range of different styles of music they are reaching a much larger target audience. There are many artist that are singed to universal some of them being Rihanna, the pussycat dolls, N-Dubs and Lady gaga.

Boy better know are an independent label there fore they don’t have any labels/company Working for them or do any horizontal integration however because Universal are a major recording label they have the power and wealth to be able to have companies and other labels assigned to them. Universal have a large number of subsidiaries some of them being Mercury Music Group, Universal Classics and Jazz and Island Def Jam Music Group. Universal also use horizontal integration to cross promote their artist the different ways in which they have done this is by using Rihanna’s song SOS in featured at the beginning of the film ‘bring it on’ witch is produced by universal pictures another example is p-diddy who stared in the film ‘Get him to the Greek’ this film was also produced by universal pictures. Universal have also synergized to promote their artists this is proven as Mariah Carey has done an advert with Pepsi. This would help to entice her audience as many young adult/teens drink Pepsi. Another example is that universal have done a partner ship with VEVO to allow there music to be aired on YouTube this is a great way for universal to advertise their artists as YouTube is viewed by millions across the country.  Eminem who is another artist with universal has synergized with apple iPod this is a good way for his music to be noticed, as apple is a worldwide organization, this would appeal to his target market as well as