Institutions:

  Musicians are always signed to a  record label, and these labels can help them when it comes to financing, producing and marketing their music videos. There are two different types of institutions, Majors and Indies. Currently, there are four major corporate labels;

• Sony Music Entertainment 
• Universal Music Group
• Warner Music Group
• EMI

These large companies are homes to the current popular mainstream names in the music industry, for example;

• Sony: Chris Brown 
• Universal: Kanye West 
• Warner: Cee Lo Green 
• EMI: Katy Perry

  Most of the artists on these labels would belong to the pop or hip-hop genre. This is because this is the most popular among mainstream audiences. However, these four companies aren't the only institutions, some of the main indie labels currently are;

• FatCat Records
• Moshi Moshi Records
• Domino Recording Company
• XL Recordings 

 Although nearly all of their artists are from a none mainstream genre, they still have/had many successful artists among the mainstream audience, for example;

• FatCat Records: Bjork
• Moshi Moshi Records: Florence and the Machine
• Domino Recordings: Arctic Monkeys
• XL Recordings: Adele

  The song we have chosen to do is by The Rumble Strips, who are an indie-pop band and the song 'Girls and Boys in Love' is therefore an indie-pop song. In the past, our band would be signed to an independent label because at one point indie-pop music wasn't popular with mainstream audiences. However, this genre has gained in popularity in the past few years and therefore, our band could potentially be signed to one of the majors. We know this because some of the majors have indie-pop artists signed to them, for example, Ellie Goulding is signed to a label which is owned by Universal Music Group. 

  On the other hand, with the gaining popularity of indie-pop music over the past couple of years, we've discovered that even if an artist is signed to an independent label, it hasn't stopped them from doing well in the mainstream charts. For example, Florence and the Machine are signed to Moshi Moshi an independent label, yet they have had their albums debut at number one in the main album charts- showing their popularity with the mainstream audience. 

  However, indie-pop bands aren't usually signed to a major label straight away. Looking into it, they get signed to a major after they've gained a relativity large fan-base, in England or America. We think, when it comes to our own band, that they'd be signed to an independent label like Moshi Moshi or Domino Recording Company. This is because, these labels specialise in mainly the indie-pop genre and therefore would know how to market our band and make sure they attract the right audience. Having said that, if our band was real and did over time achieve a large fan base, we think that we could then be signed to a major company like EMI as they have/had a lot of indie-pop artists signed to them.

  It's important to have a record company that can advertise to the right target audience. Our record label would have to aim our music and products at, firstly, our target audience (teenagers) who like the indie-pop genre and then move on to appealing to a more mainstream audience. 

  In terms of which label would do this better (major or indie) we think that to aim our product at the right kind of audience, an independent label would be best for this. They'll know where to advertise, what magazines they read, what music channels they watch etc. However, in terms of who'll be able to provide the biggest financial support for advertising, making our products and as a result gaining a larger, more mainstream audience, a major label would be the best for this. They have more contacts and resources and would be able to get our video playing on MTV and VH1 (mainstream channels) rather than just NME TV (independent music). 

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 As we outlined above, being signed to a major record company gives the band more money to hire experienced directors, equipment, locations and props for their music videos. However, as most indie-pop bands are signed to an indie label, they don't have this luxary of lots of money, meaning their videos aren't as extravagant, they don't have the best technology etc. Yet, their videos are often much more creative as a result because they have to find interesting ways to make the video look new and innovative for less money. As we're making this video ourselves, we have the chance to make it creative like most indie-pop videos are. Not having the advanced technology means we are able to be more creative with narrative, costumes and props-much like typical indie-pop videos.