We here at Tone Deaf love nothing more than reporting on everything that is music, however sometimes there might be a little bit too much focus on just the artists, and the myriad of work that goes on behind closed doors is forgotten. Therefore, each fortnight we will now focus on important sectors within the industry, speaking with leaders in their field as they detail their role within the whacky world that is the music industry.
This week’s spotlight on an Aussie indie record label is the killer Sydney and Melbourne group, Rice Is Nice.
Spearheaded by Julia Wilson, the label doesn’t necessarily pertain to any one sound, signing a plethora of varied talented local artists from Darts, Donny Benét, SPOD, Seekae, Richard In Your Mind, Straight Arrows, You Beauty and many more.
We had a chat to Wilson who took us through her journey in running one of Australia’s favourite indie labels, from Rice Is Nice’s humble beginnings, their first release, their major obstacles, advice and what to look out for in the future.
The Beginning
“I had always wanted to start a label and after working at a few different places I decided I would give going out on my own a crack. I believed that artists deserved more transparency in some of the deals and planning sessions I had witnessed, I thought that releasing a record should be more of a partnership and that is still the philosophy of Rice Is Nice.
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My buddy Owen Penglis said to me that we should just start a label, so we did, we started a label called Juvenile Records where we released 7″s for Straight Arrows, King Khan and The Black Lips. From there I went on to start Rice Is Nice with my other buddy Shacks who is an amazing artist so he really made the label look like it was a real thing and then we were off. Straight Arrows are a huge part of the foundation of Rice Is Nice – Juvenile 4 Life.”
Before Rice Is Nice
“I was a music photographer and worked in indie record stores. It was the best. I lived on top of Greville Records and I still think that is the coolest thing I’ve ever done. I got my musical education from the team down stairs at Greville. I was into photographically documenting bands and life events which I am still wildly into, documenting / being an organised hoarder.”
First Ever Release
“SPOD’s Superfrenz was the first record we did. It was a trio of legendary proportions and we never looked back. We worked with Valve Records which gave us confidence to play ball in the real tangible world of releasing records.
That record was so much fun to work on, the cycle was really long and they toured with like a 10 piece band which was awesome. SPOD began making his own videos which spawned his new path as a director. Shacks and SPOD are still very much the backbone the labels existence – Superfrenz.”
Label Inspirations
Kill Rockstars: www.killrockstars.com
K: Wiki
Merge: www.mergerecords.com
Mute: ww.mute.com
Chapter Music: www.chaptermusic.com
Bedroom Suck: www.bedroomsuckrecords.com
“I am much more obsessed with labels than I am musicians.”
The Biggest Hurdles Running An Indie Label
“Money and the Australian public? It’s tough and I find that the Australian industry, media and pubic should be more open to taking risks, getting a musical education and supporting their own amazing musicians and industry. End rant. Well not really, I could go on.”
The Most Important Lessons Learnt
“Relationships, being open, collaborative and transparent are important, these are big lessons. Transparency in particular is incredibly important to me, to the point where you are dry as hell about it all. Outlining everyones expectations and the reality of what you and the band can really deliver. It’s a shit tonne of work to run a label but it’s worth every minute but I am very transparent and honest (I think! I hope!) about what goes on and how we do things.”
Proudest Moments?
“I have a lot. When someone I don’t know approaches me as a fan of the label and it’s artists that is huge. I’m proud when music fans approach me, it’s awesome.
I do remember Summer Flake getting FBI album of the week and I was so so thrilled with this news and then I received emails from other record label peers saying congratulations. I was really excited that she was getting an album of the week being a brand new artist but also that other labels were just as excited as I was.
The camaraderie between labels and the achievement of an brand new artist together getting that acknowledgement was quite moving. I have a lot of moments though like I say because I am proud of all of my artists and everything they do.”
Greatest Piece Of Advice
(If you want to start a Label) “Do it. Just don’t put a lot of actual money into it because you probably wont see that baby come back! Your investment is your time and be prepared to have no time left. Don’t be competitive with others either, be supportive.”
Plans For The Rest Of 2015
“I am focussing on female artists this year and beyond. Not to say that I wont be working male releases, but I do want to fly the flag for females at Rice Is Nice. I always have subtly so I guess now I’m just being a bit more vocal. That’s my focus.”
Julia will be speaking as part of Bigsound 2015 more info here.
