Indie non-alcoholic beverage company Heaps Normal has announced the launch of an in-house record label and artist support program, Heaps Normal Records following a difficult time for Aussie musicians.
The venture works with a new emerging local musician each quarter to release vinyl records, merch and other products, present and support one-off shows, support national tours through venue and artist partnerships, provide its non-alcoholic beers to all key live music venues and artists nationwide as part of a ‘rider support program’, and continue to leverage its platform to help emerging artists grow their profiles.
“We want to bring together all of our work in and with the music industry, to build on the investments we’ve made in the music industry over the past four years, to make the records that might not have otherwise been made and give a leg up to musicians building their profiles,” said Heaps Normal CEO and co-founder Andy Miller.
“It’s tough right now in Australia for musicians to break through and find a sustainable footing in the music business. There isn’t always a clear path forward, and navigating the systemic and financial barriers standing between an artist and a thriving career is challenging to say the least. And let’s face it, our live music industry needs more support. Venues, in particular, have borne the brunt of rising costs of compliance, promotion and production, hamstringing their ability to support live music in the way they might want to,” added Miller.
The first Heaps Normal Records capsule release is with Eora/Sydney’s very own Barb – a recently formed space metal band known for its theatrical, raucous, head-banging shows across the Inner West.
The release comprises a limited edition 7” vinyl record containing two unreleased tracks, two additional unreleased tracks (to be released digitally) and a classic metal long-sleeve tee designed by metal community heavyweight illustrator Funeral French.
“This collaboration is an amazing opportunity for an emerging band like Barb. The recording process is slow and complicated for many bands and that makes it daunting. To get things off the ground and put out a physical single or LP on vinyl has a lot of financial challenges if you don’t have the initial capital to do so. We aren’t necessarily a band that is getting asked to go to Big Sound and expose the music industry to our weird brand of Fantasy Metal-Punk. This kind of support for bands is something that I feel that any “music focused” brand should get behind as the Australian music industry needs that kind of assistance right now,” said Barb’s frontman Akira Alvarez.
Heaps Normal Records will front the costs of producing vinyls and limited-edition products for a different emerging artist each quarter, selling a portion of these products on its website while the remainder is gifted to the collaborating artist to sell how they see fit, with all over-cost revenue to be retained by the artist for investment in future projects and development.
Independently owned Australian music company UNIFIED Music Group’s recently launched Community Music platform will be supporting Heaps Normal Records’ artists with digital distribution and digital channel management.
“Having been with Heaps Normal from almost the beginning, it’s incredible to see their commitment to innovation and community evolve with the launch of Heaps Normal Records. Providing artists with a supportive platform that includes non-alc options, especially in live settings, is testament to their values. We’re proud to have Community Music partner in amplifying these efforts on the digital front – making sure Australian artists reach new and global audiences,” says UNIFIED CEO, Jaddan Comerford.
“How do artists make the leap from small local shows to supporting the larger acts on the road to becoming the main acts themselves? How do they make the money to create merch and records when the only revenue available is from selling merch and records? How do venues continue to support music when the costs of compliance with regulations are so high and the returns so low? How do music workers create sustainable lifelong careers supporting the people and work they love?” said Miller.
“We don’t have all the answers, but we want to do something that helps to address some of these bloody hard questions. We want to see a more inclusive, safer and more fun Australian music industry and experience,” added Miller.
Heaps Normal Records’ launch party will take place at Newtown’s The Vanguard on 29 November.
