The document compares mainstream and indie artists, using One Direction and Lanterns on the Lake as examples. One Direction is signed to major labels Syco Music and Columbia Records, has a large teenage/girl fanbase, and extensive merchandise. They gained fame through X Factor and have significant marketing support. In contrast, Lanterns on the Lake is signed to the independent label Bella Union, has a smaller audience, limited merchandise, and became known through smaller gigs and music videos rather than a major reality show. The document outlines advantages and disadvantages of major labels like widespread promotion but less artistic freedom, versus independence but smaller audiences and budgets.

1. MAINSTREAM VS. INDIE
By Madihah Hussain

2. ONE DIRECTION PROFILE:
Signed to: Syco music & Columbia Records, signed by Simon
Cowell.
Olly Murs, Sam Bailey, Ella Henderson etc are singed to Syco
music, Little mix, Beyoncé, Aerosmith, Destiny's child, The
Script are signed to Columbia Records.
Target audience: Mostly teenagers/ girls.
Merchandise: T-shirts, clothes, bags, converse, mugs,
calendars, make up sets for young girls, one direction
perfume, posters, bed covers, birthday cards, and have also
made their own film; about themselves.
How to purchase their music: You can download music for
free from the site, use iTunes, amazon, get digital bundles- get
offers, ‘Album 1D stage deluxe bundle-
Background: Each member has auditioned for Xfactor,
which they then got put into groups. They came third place in
Xfactor, and was then signed by Simon cowell. They only
managed to become stars from Xfactor.

3. LANTERNS ON THE LAKE
PROFILE:
Signed to: Bella Union is an independent
record label. This label specializes in indie
rock.
Target audience: Not specific
Merchandise: Albums, records, t-shirts.
How to purchase their music: Amazon,
official site.
Background: They aren’t really famous, but
are known to some people. They have had
small gigs, concerts and are possibly
recognizable from their music videos.

4. ADVANTAGE OF MAINSTREAM:
There are many advantage of major record labels, here are the following:
- Distributes to a larger audience. Artists can be known world wide.
- They have their own merchandise to promote themselves.
- They can be apart with other higher and most popular artists, which they can
then collaborate with.
- They are publicized much quicker.
- Have financial support
- Big production values (larger budget to spend on costume, stylists, settings
etc.)
- Have marketing people and producers, costume designers, choreographers etc.
- Synergy with other products = £££ e.g. Beyoncé & Pepsi.

5. DISADVANTAGE OF MAINSTREAM
However major record labels do have some disadvantages:
- Labels can be exploiting the artists.
- Artists are not really authentic.
- They don’t get much say
- You won’t get all the profits- most of the share goes to the label.

6. ADVANTAGE OF BEING
INDEPENDENT
- You can have your own independence in music
- Your own business
- You have freedom to do what you want
- Have closer connections with fans e.g. in concerts
- 100% profits
- Could go viral through kickstarter e.g. Amada Palmer
- Lets you stay authentic and true to the music
- Have control over things

7. DISADVANTAGE OF BEING
INDEPENDENT
- Not known globally
- Don’t have much reputation, branding or promoting.
- No financial help
- Less connections & influence
- Smaller scale, so less profit
- You have to do it all yourself
- No production values- so no produce, director, costume designer etc.

8. TO SUMMARISE:
There is a clear distinction between major record labels and independent
record labels. I have outlined the advantages and disadvantages of them both,
above. One direction are a manufactured boy band, who were advertised on
TV for the audience to like. They were dressed accordingly, and styled as to
what young teenage girls would like to see. The music they produce are
intentionally about girls, to attract the female audience. They have all the
necessities such as directors, and choreographers to make them more
recognizable to the audience and also more entertaining. However Lanterns
On The Lake, don’t have the marketing package behind them, they have to do
things themselves and aren’t known as much.