There's going to be several answer to this, and a lot of factors go into it.
I'm really not sure what your question is, so I'll answer based on my knowledge of the history as it relates to GRP and Heads Up.
GRP, founded by Don Grusin and Larry Rosen, was a heavy hitter of contemporary jazz in the 1980s and for the start of the 1990s. It is part of the Universal Music Group, which includes Verve.
Spyro Gyra, in the 1980s, was with MCA. But as Universal and its subsidiaries evolved, GRP absorbed all the MCA jazz acts, and MCA ceased to exist.
In the 1990s, a handful of GRP acts were able to be what they were, but several, The Rippingtons, Spyro Gyra and the Yellowjackets among them, reached a point where their creative control of their own music was being compromised in order to sell records.
The Yellowjackets went 4 years without a contract with a major label because they refused to comply. The Rippingtons and Spyro Gyra briefly defected to Windham Hill, but that didn't last for either band. Russ Freeman formed his own label, Peak, with partner Andi Howard. Several years later, Peak became part of the Concord Music Group, as did Heads Up.
After 1 release on Windham Hill (the oft-lambasted Got the Magic), Spyro Gyra signed with Heads Up. Almost immediately, there was a difference in the band's sound. In Modern Times, while still considered smooth jazz by some, was fresher, funkier and less market-driven (that is to say it was devoid of sappy R&B vocals and uninspiring drum loops; some programming was involved, but not the cookie-cutter variety).
The Yellowjackets, after 2 self-produced releases (Mint Jam and Peace Round) also joined the Heads Up family.
Now, all 3 groups basically get to do what they want. Sure, they all create some songs with an eye on commercial elements (Spyro Gyra and the Rippingtons more so than the Yellowjackets), but their overall recordings (albums, CDs, whatever you want to call them) reflect more of what the artists want to do than being forced upon them by executive producers.
I do believe that some artists signed with these labels, mainly "solo" acts like Alexander Zonjic, do what they have to do to get a record, but groups who record songs written by members of the band are not bound by the elements that ultimately doomed Warner Bros. Jazz and led to the departure of several acts from GRP.
GRP is still alive, but a lot of the label's former heavyweights are now part of the Concord family, or with other labels. A short list that comes to mind immediately: Spyro Gyra, Yellowjackets, Rippingtons, David Benoit, Tom Scott.
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I don't know, but I been told
A big-legged woman ain't got no soul
- Led Zeppelin