Alliance Records as part of Alliance Music started as a company in 1994 in Haddenham, Buckinghamshire and was the largest UK independent recording and distribution company. Whilst having had a stable of successful artists, Alliance Records has now merged with Authentic Media and now operates completely under that banner in the UK and the USA.
Authentic Media is a division of Send the Light Ltd. Authentic Media encompasses several distinct product groups as a result of the acquisition of Paternoster in 1992, Word UK in 2001 and Alliance in 2002. The business is based in Milton Keynes and Carlisle.