Each year, the Australian Independent Record Labels Association (AIR) hosts the annual AIR awards to celebrate the year’s highest charting independently released Australian singles and albums.
The long list of nominees for each category is made up of releases that have appeared on AIR charts throughout the eligibility period, as well as releases nominated by AIR members and industry experts. Members and industry experts then cast three, two, and one votes.
Now in its tenth year, AIR has named the five nominees for this year’s best independent label category, including hip hop and beats label Elefant Traks, Future Classic, Ivy League Records, Liberation Music, as well as Courtney Barnett’s own Milk! Records.
While all of these hard-working labels are surely worthwhile nominations, it’s disappointing to see that Australia’s heavy music scene has, once again, been entirely glossed over, with one of its most powerful brands, UNFD, being hung out to dry.
Formed in 2011 as a result of the merging of Boomtown Records and Staple Management, UNFD is one of Australia’s leading hard rock and heavy metal labels, with striking success both domestically and internationally.
The label boasts a powerful roster of artists and bands, which read like a who’s who of the Australian metalcore and heavy metal scene, such as The Amity Affliction, Northlane, Thy Art Is Murder, and countless others.
In the space of a few years, UNFD have developed hugely overseas, taking on board an ever-expanding international roster, and 2015 has seen the label in the best shape of its life, debuting the sold-out UNIFY festival, with numerous UNFD releases dominating the ARIA charts.
The recently announced 2015 ARIA Awards have recognised the great strides made by UNFD. The label has absolutely swept the Best Hard Rock/Heavy Metal Album category, earning a total of four nominations for releases by Northlane, In Hearts Wake, and more.
UNFD’s ability to build a fiercely loyal fan base is also second to none. The label hosts regular reddit AMA’s, in which fans can talk directly to the artists themselves, as well as a clever and intuitive marketing approach to releases, from Northlane’s scavenger hunt to In Hearts Wake’s surprise double-album.
UNFD are only set to become even stronger after what could be argued as their most potent year to date. You would think that after a decade of the AIR awards, the efforts of Australia’s heavy music scene would begin to be recognised.
It’s hard to not feel slightly short-changed, especially considering how many UNFD contemporaries graced the ARIA charts this year.
In fact, UNFD’s chart success arguably dwarfs that of those labels nominated, with Northlane scoring a number one album, Dead Letter Circus and In Hearts Wake both earning number two albums, a top 10 position for Thy Art Is Murder, and top 20 for Buried In Verona, Deez Nuts, and Hellions.
Despite their wholly successful roster, the label has been almost entirely overlooked by the AIR Awards, excepting Dead Letter Circus performing at the awards, as well as Northlane receiving a nomination for ‘Best Independent Hard Rock, Heavy or Punk Album’.
This effectively frames a label as diligent and hard-working as UNFD as little more than a novelty to the rest of the Australian music industry.
“Obviously, we love AIR and independent music, and as such it would be amazing to be honoured with a nomination, especially after having our best year to date,” UNFD’s label manager Luke Logemann told Tone Deaf, when we asked about the snubbing.
“However, we also know to be gracious about these kind of things. You can’t ever assume or expect people to vote one way or another. Regardless, we will all be attending and we’re stoked to have Dead Letter Circus playing and Northlane / Vance Joy nominated for awards!”
So why haven’t the efforts of UNFD been recognised at one of local music scene’s most prestigious industry events? “There are many worthy labels that we’d love to see amongst the nominees, including UNFD,” AIR CEO Dan Nevin told Tone Deaf.
“The current system allows for there to be only five nominees, so some great labels are unfortunately going to miss out. It should also be noted that the Award is voted on by AIR members, so it’s a peer voted award and is not currently related to sales and charts.”
[include_post id=”457500″]
Somehow, the AIR members tasked with acknowledging the best in Australian music felt a powerhouse like UNFD wasn’t as deserving of a nomination as, say, Milk! Records, who have been nominated all but one of the times since the inception of the award. By comparison, UNFD has never been nominated.
In a category filled with fellow powerhouses such as Elefant Traks, Ivy League, and Future Classic, labels who dominate their respective genres, the absence of a label like UNFD looks like a very conspicuous omission.
While we can argue endlessly about why such an omission continues to be made by an industry that should be supporting Australia’s independent record labels, it seems it’s just another symptom of the music industry’s disregard for heavy music.
UNFD Achievements In 2015
– In Hearts Wake, Northlane and Dead Letter Circus – Feature Albums
– Dead Letter Circus “While You Wait” – High Rotation on JJJ and MMM
– The Amity Affliction “Youngbloods” (2010) Certified Gold
– 30 Million YouTube Views and 70,000 Subscribers – both ticked over last week
– Four ARIA Award nominations
– Deez Nuts – Word Is Bond #20
– Hellions – Indian Summer #19
– Storm The Sky – Permanence #45
– In Hearts Wake – Skydancer #2
– Thy Art Is Murder – Holy War #7
– Northlane – Node #1
– Buried In Verona – Vultures Above, Lions Below #17
– Stories – The Youth To Become #47
– Dead Letter Circus – Aesthesis #2
