Deram Records was setup by Decca Records (UK) as a label for "alternative" artists. It was active from 1966 until 1973. Decca positioned it versus Harvest Records (launched by EMI) and Vertigo Records (launched by Philips Records), but it could never compete.
Formed in 1969 by EMI, Harvest Records was designed to promote 'progressive' rock music and to compete with Vertigo Records (launched by Philips Records) and DeramRecords (launched by Decca Records).