Non-alcoholic beer leader Heaps Normal has had it with emerging music artists not getting a fair shake here in Australia, and has launched ‘Heaps Normal Records’: an in-house record label that will work with a different local musician each quarter to release vinyl records, merch, and support one-off shows and national touring efforts. Plus, through a partnership with indie music company UNIFIED, performers will also get digital distribution support.
It’s a bold left turn for the business, but one that Heaps Normal co-founder Andy Miller believes will help more talented artists get their day in the sun.
“It’s rough right now in Australia for musicians to break through and find sustainable footing in the music business,” Miller said. “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 living music industry needs more support.”
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The first release will see Sydney Space Metal group Barb, which blends influences from King Diamond to The Stooges, and will see a 7” vinyl record pressed (called Bridge Troll, which is an awesome name for an album), a digital release dropped, and a limited-time long-sleeve tee designed by local metal illustrator Funeral French.
Bard’s frontman, Akira Alvarez, said the long and expensive recording process is often pretty daunting for smaller acts without label support.
“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,” Alvarez said.
“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.”
Emerging local musicians interested in being part of Heaps Normal Records can register their interest by reaching out to Heaps Normal at [email protected].
