Virgin EMI Records is a large conglomerate that owns many record labels and represents popular mainstream artists known worldwide like Rihanna, Jay Z, and Justin Bieber. In contrast, BBK is an independent UK label founded by grime artists Skepta and Jme that primarily features other UK grime artists, though recently signed the large artist Drake, potentially broadening their audience. While mainstream labels appeal more widely, independent labels can still appeal to specific audiences and sign major artists to expand their reach.