Sub Pop Records is an independent music label that specializes in indie rock, alternative rock, and punk rock. The label was formerly called Subterranean Pop and it was created by a man named Bruce Pavitt in the late 1980s. Pavitt originally created the label as a non-official magazine that features independent musicians. Some of the more popular musicians that have been featured under this record label are Nirvana, The Shins, The Postal Service, CHVRCHES, Dum Dum Girls, No Age, and Fleet Foxes. Sub Pop Records aims to target groups that are more into the sounds of smooth rock music. They try to promote their artists using Facebook, Instagram, and Twitter. They also have there own website which features a section for new information on the bands that they have on their label. The type of music that Sub Pop Records produces is aimed at a specific group of people; therefore, they may face the obstacle of being able to reach groups of people who normally do not listen to this type of rock. This label has been around for a very long time so I don't think that the label is looking to sell their label to a major label anytime soon. Although the musicians featured on this label are targeted at a specific group of people, there are many people within the group that support this record label fully. Sub Pop Records is doing great and they are financially viable. I feel the big problem with independent labels is that they aren't able to reach out to all groups of people at times. It is harder for labels such as Sub Pop Records to convince people who love hip-hop or rap to listen and buy albums from this independent record company. Whereas most major record companies allow for what is considered to be mainstream and there is a wide variety of people who will listen to artists that are under a major record company. Independent labels, I feel will always face these problems. However, through great advertisement and through dedicated fans of the label and musicians, they will be able to convince people to enjoy this type of music as well. It takes a lot of effort, but it is definitely do-able.
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