What is your role at UNFD and how long have you been in the position for?
I’m a Label Manager at Unified – this includes our own record labels UNFD and ONETWO and we also look after US labels Fearless and Hopeless Records within Australia and New Zealand.
Tell us a bit about UNFD, what artists do you work with/have you worked with?
UNFD is Australia’s leading heavy music brand – focusing on releasing and developing Rock, Metal, Punk and Hardcore music from around the world. Our local roster includes Northlane, In Hearts Wake and Dead Letter Circus and we work with international acts Architects, Hacktivist and Beartooth.
ONETWO formed as a collaboration between Illy and Unified, the label supports and develops talent in the Australian Hip Hop scene. The first release was Allday’s debut album ‘Startup Cult’.
Through our partnerships with Fearless and Hopeless we’re also working with artists such as Motionless In White, Pierce The Veil, All Time Low and The Used.
Describe a normal day in the life of a Label Manager.
Every day for me starts with a long to-do list involving all the tasks necessary to put out an album. Daily it ranges from label copy and metadata, to music, art and album concepts, pre-orders, album announcements, singles, videos, content strategies, production, publicity, marketing, advertising etc.
How did you get your start in the music industry? Did you choose to work in music or did it choose you?
I chose to work in music. I did my first internship at Roadrunner Records in my first year of uni. After completing my Bachelor of Business degree majoring in Marketing I interned at Remote Control Records and eventually began a full time position there as a Marketing and Digital Distribution Manager, before moving on to a Label Manager role at Shock Records and now my current position at Unified.
Have you got any advice for people wanting to start a career in the industry?
For me university was very valuable, I learned so much that I use on a daily basis. I also think it taught me to bring a different approach to marketing and apply my knowledge in different ways. Experience is also important, I learned a lot from all the different people I’ve worked with who were kind enough to share their experiences with me and give advice. I think the best advice would be to build meaningful relationships with people and embrace working within a team. It’s fulfilling professionally and it’s also nice to be surrounded by a good group of people on a daily basis who share your goals and enthusiasm.
What artists would you love/have loved to have worked with? Dead or alive.
What issues/potential issues do you think the current Australian music industry face?
Obviously the shift from physical to digital is a big one. I think the industry is still very much in flux and we all have to adapt. That being said, I think there is still a lot of people who cherish physical products and there will always be a market for it.
What tips would you give an artist trying to succeed in Australia? Is there a certain route they should take?
What is your go-to Karaoke song?
I’m really terrible at Karaoke and avoid it at all costs!