One Direction is signed to Syco Records, a major label owned by Simon Cowell and Sony Music. They gained fame after being contestants on the X Factor and releasing their hit single "What Makes You Beautiful." Lanterns on the Lake is signed to the independent label Bella Union, which specializes in indie and alternative artists. They gained recognition through positive reviews of their debut album and through placement of their song in a film. Being signed to an independent label allows artists more ownership over their music but with less funding, while a major label provides greater resources but less artist-friendly contracts.

1. The differences in Appeal to
Target Audiences of Mainstream
and Independent

2. One Direction

3. Record Label
• Record label they are signed to : Syco Records in the
UK (joint US Deal with Columbia Records). This
company is owned by Simon Cowell and Sony Music.
• This label specialises in a range of artists:
1. Olly Murs
2. Little Mix
3. Fifth Harmony Teen-pop
4. Susan Boyle Dance-pop
5. Tamera Foster Pop music
6. Rebecca Fergunson Pop-rock
7. Union J
8. Carly Rose Soneclair

4. Target Audience
• Female 18-24

5. Merchandise / Ancillary Produtcs
Calendar
Bags
Mugs
Bracelets
Sneaker
Albums
Curtains
Books
T-shits
Perfume

6. Watch
Slipper
Boots
Ballet shoe
Welly
Scarf
Wristband
Metal key chain
Kool lamp
Can

7. How did they became famous ?
• They on the X Factor 2010. The boys auditioned
separately, then later they got eliminated. But
Simon (X Factor’s judge) didn’t want to waste
their talent, therefore he decided to turn them
into a group and take them back in the show.
They stayed on the 3rd
place.
• Their first song “What makes you beautiful”
became really famous 681,561,822 views and it
sold more than 130.000 copies on its first week.

8. Lanterns on the lake

9. Record Label
• The band is signed to Bella Union. The label
specialises in artists, such as :
1. Abe Vigoda indie rock
2. The Dears folk
3. Beach House hip hop
4. Fionn Regan space rock
5. Midlake dream pop
6. Snowbird shoegaze
7. Kid Loco
8. Ezra
9. Furman

10. Merchandise / Ancillary Products
T-shirts
A3 prints
Bags
Vinyl
CD
Album

11. How did they became famous?
• The song “ I Love You Sleepyhead” was
used in the film “ Where Soldiers Come
From”. Also their debut album “ Gracious
Tide, Take Me Home” (September 19th
2011) received mostly positive reviews
and received a metacritic of 74.

12. Being signed to an independent
label …
•Artists get the rights of their music
•They sign you because they love your
music, believe in your music and trust
your brand
•Close Personal Relationships
•Pro artist contracts
Advantages
•lack of funds
•Less power within the music
industry
Disadvantages

13. Being signed to a mainstream
label …
•Greater amounts of funding
•Networking and connections
•Size and reputation of big labels
Advantages
•Must fight for attention
•Artist unfriendly contracts
Disadvantages

14. • Fans can find information about one
direction in a range of places : magazines,
websites, social media , TV etc.. While the
lanterns on the lake it is a bit harder as
they are less known (some social media,
their website).
• I’d rather be signed to an independent
label because I would be able to own my
music and a have a friendly relationship
with label that is working with me not
because of the money but because of my
music.