Major record labels such as Island sign artistes they think will have mass appeal and therefore make lots of money. They will look to use music videos as part of a wider marketing strategy that includes things such as radio play, press reviews, TV appearances and an expensive website. Island Records was founded in Jamaica in 1959 by Chris Blackwell and Graeme Goodall, and partially financed by Stanley Borden from RKO, taking its name from the 1955 Alec Waugh novel, subsequent film and Harry Belafonte hit song "Island in the Sun". The company was then relocated to the UK in may 1962.
This is a video by Taio cruz which you can access on You Tube.
Smaller independent record labels such as Spinnin' Records have much smaller budgets and the artists they sign generally have a more niche appeal. This means that the marketing strategy is different as they can’t rely on radio and TV for promotions. Music videos are used although they will be much lower budget and accessed mainly through the internet. Spinnin' Records also hosts over 12 sub labels such as Sander van Doorn's Doorn's Records and Afrojack's Wall Recordings.
This is a video by Ian carey which you can access on You Tube.
Artists who self produce and are not signed to a record label tend not to have much of a budget for music videos. Their videos tend to be homemade and posted online receiving very few hits.
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