Third Man Records:
The label specializes in Rock and Blues. Jack White, the White Stripes, the Raconteurs, Carl Sagan, Beck and Alabama Shakes are represented by that label. It distributes their music through the label. The label is trying to attract a younger, hip group. They do this by producing vinyls and putting on small shows to attract them. It is an independent label.
Third Man Records competes by signing talented artist. Plus Jack White is well known in the music industry. So he attracts a large audience.
The Music industry puts out low quality content to appeal to the masses but third man records fghts the system by focusing on the quality of the music. With Jack White's audience, it is easy to put out high quality music because they demand it.