Although this band is very typical and mainstream pop, they take new and inventive ways of their artistry. This is what indie labels tend to do with their roster. They need to create a buzz. However, most labels put out deluxe/standard editions of their albums. Dirty Hit released this album in cassette, standard, deluxe, iTunes exclusive tracks, Amazon exclusive vinyl, Premium boxset that includes unreleased photos of the band, exclusive vinyl within it too.
With a mainstream label, they have enough money to just place adverts on TV and billboards, also most major labels are owned by big conglomerates like Warner Brothers or Universal so they can implement their artist's music on their tv shows or movies even.