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 than 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 therefore 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’ which is produced by universal pictures another example is p-diddy who starred 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 who 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 partnership with VEVO to allow their 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 not just to their target market but to secondary listener too. 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 millions of others.
Major recording labels such as universal distribute their music with companies online such as OD2 who supply e-retailers such as MSN and tiscali. ITunes and stores like HMV sell the product straight to an individual. It is easy for a major recording label to use many different forms to sell music as they have a large amount of money and power. However independent labels don’t have a large amount of money to spend on distributing their music. They tend to use one or two online sites to pitch their music. Apart from selling the music a major record label is also able to use vertical integration to promote the music of their artists this is by using radio stations to air the music such as capital fm would play Rihanna this would help universal to make more money as her music would be heard by the target market she is aimed at.
There are different ways that artists are marketed and promoted, because universal is a major label they are able to use many different and stronger ways to promote and market their artists for example Pixie Lott who has a TV ad for her new album also having merchandise to sell on to fans. By using a range of different techniques they are targeting their target audience at a larger scale also they are attracting secondary listeners as well as new. An independent recording label such as boy better known’s artist Skepta has been marketed and promoted is a different way this is by advertising him on posters on online.
The difference between major and independent record labels is a major company such as universal are wealthy and have a large amount of power as they own many other recording labels that are below them. An independent label only has a very limited amount of money to spend on so they are not able to do the more expensive and advanced thing that a major would be able to do. This would affect the as they are unable to give there artist more market in and promotion compared to a major label a independent would only be able to sell a limited amount of records however universal a major are able to spend more money to make sure their artists are recognised. A major artist such as rhianna would also be able to become a global star as they have the backing from their recording label. Because an independent label is of a much smaller and have a specific genre they are only able to aim at a niche audience.
