The differences in Appeal to Target Audiences of Mainstream

and Independent

One Direction

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 Murs2. Little Mix3. Fifth Harmony Teen-pop4. Susan Boyle Dance-pop5. Tamera Foster Pop music6. Rebecca Fergunson Pop-rock7. Union J 8. Carly Rose Soneclair

Target Audience

• Female 18-24

Merchandise / Ancillary ProdutcsCalendar

Bags

Mugs

Bracelets

Sneaker

Albums

Curtains

Books

T-shits

Perfume

Watch

Slipper

Boots

Ballet shoe

Welly

Scarf

Wristband

Metal key chain

Kool lamp

Can

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.

Lanterns on the lake

Record Label• The band is signed to Bella Union. The label

specialises in artists, such as :1. Abe Vigoda indie rock2. The Dears folk3. Beach House hip hop 4. Fionn Regan space rock5. Midlake dream pop6. Snowbird shoegaze7. Kid Loco8. Ezra9. Furman

Merchandise / Ancillary Products

T-shirts

A3 prints

Bags

Vinyl

CD Album

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.

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

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

• 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.