Indie Label Profile: Inertia Music
| 2010-09-28 11:00 | Written By:
Let's get to know the Sydney-based independent record company Inertia Music, whose artists Sia and Bridezilla are nominated for 2010 Jagermeister Independent Music Awards. Inertia also provides distribution for several other nominated artists, including Midnight Juggernauts, Otouto and Horrorshow. [Music video for the Sia track 'Clap Your Hands' embedded above].
Below is an interview with Inertia's founder and CEO, Ashley Sellers.
How and why did Inertia start, Ashley?
Started in March 2000 in my living room in Redfern. Started as I wanted to be involved with / put out the first Sigur Ros album and new albums from Godspeed! You Black Emperor and Chicks on Speed.
Who was involved at the beginning?
Initially myself and our Head of A&R, Justin Cosby.
What changes have you seen since the label began?
GST(!), the impact of the internet on music - both positively and negatively; the growth of the digital market, the decline of physical sales. DIY culture, ie the shift in decision making to artists and mangers. Artists working more and more with brands. The continued growth in the live sector.
What does being independent mean to you?
Making our own choices. Having a strong culture. Remaining relevant. Offering a broad level of services to our clients.
What are some of the label's proudest moments and success stories?
2010 is our 10th anniversary; highlights include releasing albums by Bon Iver, Sia, Sigur Ros, Ben Lee, Interpol, Unkle, Radiohead and the like.Our extremely passionate staff continues to be one of our success stories. Working hard on music we love and seeing the results in sales and artist profile growth.
Conversely, any artists or investments that didn't take off as you'd hoped?
There are always artists and deals you look back on with a degree of disappointment or asking ‘how could we have done better’. Thats part of the business.
What's your definition of a successful indie label?
Great A&R and global contacts. Having a label brand that people buy into. Remaining relevant in the 21st century.
What are some of the values that your label adheres to?
We have a very strong culture where we like to work with creative and cutting edge music. We like to be honest and open minded in our business and exceed our clients expectations wherever possible.
Finally, what measurable effect has music piracy had on your business?
Obviously in physical music sales. There are so many opportunities out there to get music for free which ultimately devalues music, and importantly the art, which is the real long-term issue.
Thanks for your time, Ashley! For the latest on Inertia, head to their website.
The 5th Annual Jagermeister Independent Music Awards are held at The Forum Theatre, Melbourne on Friday October 1st, 2010, featuring live performances from British India, Cloud Control, The Amity Affliction, M-Phazes, Sally Seltmann and Joe Chindamo. Doors open at 8:00pm; tickets are $29+BF and available now via Ticketmaster.
For more info on AIR and Australian independent music, visit http://www.ausindies.com/
