Case study Mainstream artist/independent label

5 Seconds of summer are a pop punk band on Capitol Records.

None of my facebook friends have recommended any of their material.

5 Seconds of Summer will be on tour in the US from the 4^th to the 17^th of August.

5 Seconds of Summer have gained massive commercial success over the last few months, having been compared to 1 Direction on a number of occasions and to the point that they will be supporting the band in the US. Managing to get in to the UK Top 40 currently at the 35 position.  They have featured in a number of magazines including Kerrang and RockSound.

Sumerian Records are a US based label who over the last few years have exploded with popularity with bands such as ASKING ALEXANDRIA, I SEE STARS  and PERIPHERY. The majority of the labels artists fall under the metalcore subgenre of metal and area that has become massively popular over the last few years.

The label mainly use magazines to advertise, especially within the UK where metal is much less popular and with a number of bands who are arguably some of the most easy going in their respective scenes the label and it’s artists are promoted largely by word of mouth and via social media.

Sumerian Records is partnered with ADA (Alternative Distribution Alliance) to distribute its music. ADA is an independent music distribution arm of Warner Music Group.

Sumerian’s audience is of mixed gender with an age range of 13-28 year old working class listeners.

Sumerian have been approached by Sony several times with offers only to be turned away believing that a partnership with such a massive name would tarnish their reputation as such a well-established alternative label.