ABC Music, Chapter Music, Cooking Vinyl, I Oh You and Spirit Level have all picked up a nomination for Best Independent Label as part of the 2019 AIR Awards.
Presented by the Australian Independent Record Labels Association (AIR), the annual AIR Awards recognises the exceptional efforts of independent artists and organisations, and is held in conjunction with AIR's Indie-Con Australia Conference.
Congratulations to these five labels on their nomination, joining a diverse melting pot of nominees this year.
Tim Shiel (Co-Founder), Spirit Level
What does it mean to receive industry recognition for the label's work via the AIR Awards nomination?
It means so much to all of us. There are so many incredible labels, collectives, groups of artists all doing amazing things in Australia – both locally and internationally – that to have some kind of recognition in this way is pretty mind-blowing. It's nice to feel seen.
We tend to have a pretty low-key way of going about things; perhaps this means what we are doing is connecting with some people. At the same time, I can't help but think of all the incredible labels that aren't nominated.
How important are indie labels to nurturing emerging artists as well as supporting established acts, to maintain a healthy music industry landscape?
I often find myself telling artists that they don't need a label, which I know is pretty strange.
I suppose I was a self-managed artist myself for a long time before starting the label, working without a label, so I know how much you can do on your own. When you work on your own, you can feel like a bit of an island, which has both its pros and its cons.
In terms of 'health' I guess there are some things that you get when you band together that are harder to make happen on your own, and to be honest they are the most holistic things – like moral support, creative support, strength in numbers.
Our label tries to act like a family or a group of close friends, keep an eye on each other, encourage each other. That feels like the best thing I can actually offer an artist that I work with – be a support to them, as a human being, and reflecting back some of what I've learned or seen over the years.
As a crew, we can share both the wins and the fails or the rejections, and along the way we all keep each other grounded and motivated.
Digital technology has rapidly changed the way people interact with music/ artists... but does the quality of music remain the #1 element in attracting new listeners?
I'd like to think so. But I think to be completely honest, because the barriers to entry as a creative person are so low – again this has its pros and cons – there is simply so much great music now, more than ever before. But not necessarily more people listening to or caring about music.
So yes, it's really important to work on your craft as an artist and make the most bestest [sic] amazing music you can etc. But what's increasingly important is why you make your music and what you have to say.
Good music will get you so far, but the step beyond that is articulating why someone should connect to you or open themselves to you as an artist. A lot of the time that is about developing the confidence and the perspective to be able to understand who you are and what you really want to express through your music.
I think a supportive label environment – being part of a collective of artists struggling with the same ideas – becomes really important in that process.
With literally hundreds, if not thousands, of new acts appearing every year what's the one piece of advice you can offer a young band/ artist to assist them stand-out from the pack?
Be yourself! Approach your art like a craft. And try to dismantle any preconceived ideas or expectations you might have about what could or should happen with your music.
The music industry is filled with delusions and disappointment; you can avoid this if you stay grounded and focus on the reason why you started making music in the first place: to express yourself and to have fun.
What's been the best moment of the past 12 months for your label?
It hasn't happened yet. We have a label showcase at CHANGES [in Melbourne] in a couple of weeks time where we will be able to bring a lot of the label artists into the same physical space and enjoy each other's company and reflect on what we're working on. And celebrate this amazing and very unexpected nomination.
I think that showcase will be a highlight for this year and I hope we get some people down to celebrate with us.
Leigh Gruppetta (Co-Managing Director), Cooking Vinyl
What does it mean to receive industry recognition for the label's work via the AIR Awards nomination?
While it's never at the forefront of our thinking in terms of what we strive to achieve for our artists, it's very humbling to receive recognition considering how many incredible independent labels are out there.
How important are indie labels to nurturing emerging artists as well as supporting established acts, to maintain a healthy music industry landscape?
Independent labels play an integral role in artist development. A large number of successful artists on major labels started on indies, benefiting from the incubator environment and being treated as a priority for an extended period.
Our philosophy centres around executing the artist's vision in a collaborative way from the outset. More established artists who choose to remain independent and display loyalty to indies are equally important as they allow the label to continually reinvest into baby bands and emerging artists.
Digital technology has rapidly changed the way people interact with music/ artists... but does the quality of music remain the #1 element in attracting new listeners?
Yes, it will always be about good songs.
With literally hundreds, if not thousands, of new acts appearing every year what's the one piece of advice you can offer a young band/ artist to assist them stand-out from the pack?
Focus on your songcraft, work hard and play live as much as possible. Engage with other bands and form a community to support one another. Show genuine appreciation for the work anyone does to support your art; it goes a long way.
What's been the best moment of the past 12 months for your label?
Seeing our team’s appetite to succeed for our artists continue to grow.
Guy Blackman (Co-Honcho), Chapter Music
What does it mean to receive industry recognition for the label's work via the AIR Awards nomination?
It's a nice feeling – we never get nominated for anything. Well our artists do, but it's nice to get a nod as the label too.
How important are indie labels to nurturing emerging artists as well as supporting established acts, to maintain a healthy music industry landscape?
Pretty much essential. I think indies make up about 40 per cent of the global music market these days, and growing all the time.
Independent labels take chances and support new artists that majors won't touch. Chapter has survived for 27 years releasing music that we think deserves an audience, and we're really proud of being able to provide a home for artists whose music is challenging, exploratory, personal, idiosyncratic, or all of the above.
Digital technology has rapidly changed the way people interact with music/ artists... but does the quality of music remain the #1 element in attracting new listeners?
That's a tough one.
Has quality of music ever been the #1 element in attracting new listeners? Some would argue that DSPs automated playlist focus is dumbing down music-making, so that it can work as a background to other lifestyle activities. Songs can attract millions of plays without anyone remembering the name of the artist or the song.
We'd like to think that the right music will reach the right listeners, but there's no guarantee that the best music will get the most listens.
With literally hundreds, if not thousands, of new acts appearing every year what's the one piece of advice you can offer a young band/ artist to assist them stand-out from the pack?
Write good music, perform it well, and work really hard.
What's been the best moment of the past 12 months for your label?
We got a nice article about Chapter's 25-plus-year history in Pitchfork late last year; that was pretty sweet.
Natalie Waller (Head of ABC Music & Events), ABC Music
What does it mean to receive industry recognition for the label's work via the AIR Awards nomination?It is a great honour to receive industry recognition for the labels work via the AIR nomination. ABC Music has a fabulous roster of artists/ releases and are an extremely hard-working team. It’s nice to be recognised among such an outstanding group.
We celebrate diversity in niche genres and are predominately Australian in both artists and brands. ABC Music is part of the Australian Broadcasting Corporation, but not funded by the government and all profits go into investing back into the Australian Broadcasting Corporation as a whole.
How important are indie labels to nurturing emerging artists as well as supporting established acts, to maintain a healthy music industry landscape?
Extremely important. I think all labels should be nurturing emerging artists as well as supporting established acts. We are a small, nimble passionate team so the balance is important.
Digital technology has rapidly changed the way people interact with music/ artists... but does the quality of music remain the #1 element in attracting new listeners?
No matter the format, a good song is a good song. It is definitely more accessible and the data we gain from digital technology is certainly helping our marketing strategies.
Music fans can discover easier and listen pretty much everywhere, but as far as the quality of the listening experience goes well maybe that’s why vinyl is on the rise.
With literally hundreds, if not thousands, of new acts appearing every year what's the one piece of advice you can offer a young band/ artist to assist them stand-out from the pack?
'Good songs, have a social media and digital strategy, clarity on who you and who your audience you want to reach is, refine your live act, understand the business and have a good team around you.
What's been the best moment of the past 12 months for your label?
So many great moments but I would have to say the recognition that Mojo Juju has received through wins, nominations and new fans to name one of many.
Johan Ponniah (Founder), I Oh You
What does it mean to receive industry recognition for the label's work via the AIR Awards nomination?
It means a lot. We’re extremely proud and grateful to be part of the Australian independent music community, so to be nominated for this award by our peers is incredibly humbling.
The Australian independent music scene is one that we constantly look towards for inspiration and the quality of the music being created by Australian musicians at the moment is crazy.
How important are indie labels to nurturing emerging artists as well as supporting established acts, to maintain a healthy music industry landscape?
I like to think we all play our role. Personally, it’s been a great joy to watch our artists develop over the years, while releasing the music they want to and in the way that they want to.
Digital technology has rapidly changed the way people interact with music/ artists... but does the quality of music remain the #1 element in attracting new listeners?
Yes, I think so. It always comes back to the songs.
With literally hundreds, if not thousands, of new acts appearing every year what's the one piece of advice you can offer a young band/ artist to assist them stand-out from the pack?
I think similarly to my answer above, it always comes back to the songs.
What's been the best moment of the past 12 months for your label?
We’ve been lucky enough to release some great music in the last 12 months; from Jack River’s debut album, to DZ Deathrays third album and sophomore albums for City Calm Down and DMA’S.
It’s been an exciting period of output for I Oh You acts and there’s no real slowing down. Not sure that I could pinpoint one specific moment, but it’s been a wild ride.
