Mainstream Or Independent

It's very easy to identify a music video which is performed by an artist who belongs to a mainstream label or an independent label. An obvious factor which separates the two labels is the production value of the music video. Mainstream Labels such as Island Records & Def Jam distribute high quality music videos filmed with multiple high definition camera's. Alternatively, artists who belong to an independent or no label tend to have a low production value and this is evident through the mise en scene.

           

Example of a mainstream's artist music video :


DJ Khaled - They Don't love you no more 

• High Definition 1080p 
• Expensive Cars 
• Shots were filmed on a boat which had a basketball court (ridiculous) 
• Helicopter 
• Dozens of quad bikes 
• Gold chains 
• Designer clothing 
• Close Ups 

The message the artist is trying to convey to his audience through the high production is that he and his team are wealthy. You can argue that this music video appeals to his audience (mainly his fans) as the music video portrays the materialistic items he explores within his lyrics. In other words the music video acts as evidence. The video motivates his fans as you will rarely see these expensive object in your day to day life on the other hand, you can argue the artist my be using this music video to flaunt his wealth to the audience. 

Example of a music video from an unsigned artist :  

Mitch & Timbo  

• Filmed on the streets 
•  Lack of different locations 
• Close ups of performers 

Mainstream Artist Vs Independent Artist 

Dj Khaled 

Record Label 

 Dj Khaled belongs to the record label " Cash Money Records" this record label is owned by the wealthy artist and entrepreneur "Birdman". Due to the success of DJ Khaled's career he has managed to start his own his record label called "We The Best Music." this record label consists of mainly upcoming underground rappers for example "Ace Hood." 

Genre 

Dj Khaled specialises in the Genre Hip Hop / Rap 

Target Audience 

 His music is aimed generally males who enjoy rap music and hip/hop. You can argue that his music are aimed at individuals who are working class  as his music generally reinforces the concept of getting to the top from the bottom in other words, motivational music. 

Mercahandise  In his latest music music video he promotes his latest headphones "We the best headphones." There are several Close Up's  Dj Khaled headphones in order to promote the product to  generate  more sales

Website :  

Twitter: https://twitter.com/djkhaled

 I - tunes : https://itunes.apple.com/gb/artist/dj-khaled/id157749142

   

Sneakbo (Independent artist) 

Record Label : The rapper Sneakbo belongs to the independent  record label Play Hard Records. This label consists of upcoming UK artists. The popular duo Krept & Konan also belong to this record label however they've now signed to Virgin Records - a mainstream label. The owner of Play Hard Records is Vash Play Hard.

Genre : UK Rap

Target Audience : Sneakbo's music is aimed at teenagers & young adults. He explores the themes of parties, girls, violence and the struggle  where he comes from (the hood). These topics are all conveyed in his music videos.

Merchandise : Sneakbo does a lot of promotion and this is evident through his music videos. He has clothing line called "Jetski Wave" and he also promotes the record labels clothing line which are "Play Hard" t-shirts.

Website :

Twitter : https://twitter.com/Sneakbo
I - Tunes: https://itunes.apple.com/gb/artist/sneakbo/id399436208