Major record like Island Def Jam sign artists which they believe will be a good investment therefore make there company a lot of money. They have signed people such as; Mariah Carey, Justin Bieber, Kanye West Jlo and Bon Jovi. All of theses people are mainstream artists, they reach a large audience.
Small Independant labels on the other hand market to a smaller audience, becuase of there restricments. They promote themselves on Youtube, MySpace and Facebook. Theses are good ways to get the public talking about your music. Due to the fact its free therefore more people will see it. some of the songs maybe on itunes as well. The band/record company post videos of there songs on their websites however this promotion technique is not always that effective because you have to do research to find theses bands. An example of a small record label is 'Boy Better Know' they were established by Jamie Adenuga. The genre is rap/grime, therefore have a niche audience. There target audience iis mostly boys but also girls aged 16-25.
They produce low budget videos for example ' Too Many Men'
Artists who self produce has no budget to promote themselves therefore often use free services like Facebook, Youtube and MySpace. Most of them don't have a lot of money due to to the face they have not got a record company, in addition post videos on the popular site BandCamp. The videos will they post will be homemade with low tec equipment and cameras. On this website they can either post just recordings of just their voice or music videos. An example of an artist who uses BandCamp is Soul Khan, one of his songs hold on has over 30,000 views on YouTube. On the other had this technique may not be effective because you have to search and find out more about the artist yourself, when using this when using the site. However it depends on what you would like to achieve from making your music, if its just a hobby just would useful.
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