Indie Label Profile: Other Tongues
| 2010-09-30 10:00 | Written By:
Let's get to know the Sydney-based independent label Other Tongues, whose act Richard In Your Mind - via Sydney label Rice Is Nice - is nominated for the 2010 Jagermeister Independent Music Award for Breakthrough Independent Artist. The music video for Richard In Your Mind's 'Candelabra' is embedded above.
Below is an interview with the most excellent Nick Pontikos [pictured right].
How and why did Other Tongues start, Nick?
Other Tongues started in April 2010. I met someone interested in backing me to form a new Australian music company. I had previously worked as an A&R guy for Mushroom Records in my younger days, and helped start up Inertia with a couple of friends in 2000 where I worked for 7 years building that company. I’d been running my label Longtime Listener in the years since, but was really looking for something that would give me a better opportunity to work with local artists.
Who was involved at the beginning?
Well, it was pretty much myself and a young label guy. We set the company up from scratch, I went about looking for music I wanted to release, and found some old friends – artists like Lisa Miller and Tim Rogers, labels like Sydney’s Rice Is Nice, international labels such as Morr Music and Chemikal Underground – who were interested in linking up. I liked the idea of the company being based on strong relationships with people who enjoy working together. We now have a staff of six, plus a couple of interns of course.
What changes have you seen since the label began?
Well, it’s still very early days as we’re not yet 6 months old! The industry itself is in a constant state of change, but then a lot of shifting sand has also settled, and some clear paths are emerging or have emerged. I always felt very positive about starting a new music company in 2010 despite the doom and gloom that is generally tossed about these days, and felt we’d be pretty well equipped to deal with the flux.
What does being independent mean to you?
Being independent means having freedom and control. I have worked only at indies, I like the spirit that comes with independent companies, and almost always like the music better! Some of the music that has influenced me most in my life has been dutifully represented by indie labels, and I feel I have dues to pay to all of those who gave a shit before us. And I like the dumb/romantic idea of fighting the good fight, indies do that.
What are some of the label's proudest moments and success stories?
Unquestionably signing You Am I has been the biggest thrill so far, their new album is amazing and I’m a monster fan. Having Lisa Miller on the roster is also a special thing, when she came on board at the start I knew we’d have a company of great substance. Special mention should go to Sydney’s Rice Is Nice label, who we represent, who have had a big year so far with albums by Seja and Richard In Your Mind.
Oh, and not to forget, touring Gift Of Gab (Blackalicious’ MC, whose solo album we released) was also a hugely enjoyable experience as I have been a big fan since way back.
Conversely, any artists or investments that didn't take off as you'd hoped?
Nothing yet. Most of our inhouse projects are still in their early days of development. So long as expectations (and budgets!) are realistic, effort is applied, and love is involved, it’s not too often there are any big calamities.
What's your definition of a successful indie label?
Success is a nebulous concept. I see it in terms of being able to work with the people you want to in the way you want to. In a broader sense, I guess a successful indie label is one that manages to make an impact with its own culture. The labels that have influenced me most – Stiff Records, Impulse, Flying Nun, 4AD, SST, Matador, WARP – all had/have a strong way of doing things. I don’t get too wrapped up in things like chart success, obscene sales, tastemaker status, etc. We just want to work with artists we like.
What are some of the values that your label adheres to?
We’re undoubtedly a very artist/label friendly company. Our deals are very friendly, we’ve taken out some of the insidious smaller details that have become music industry standards. Generally, we’re open, we’re honest, we’re friendly, we’re hands-on, we’re available for our artists, and we’re here to go the extra yard for them when it’s required. We want our artists to feel like they’re part of a family, and it’s the family ethos that we’re trying to instill over anything else.
What measurable effect has music piracy had on your business?
There can be no doubt that illegal downloading has had a massive impact on everyone in music. But because we set up our business in 2010, we did not begin with the idea that we were going to make a profitable company based on record sales alone. Consequently, our model includes national distribution, record label, in-house publicity and marketing, touring, a local booking agency, and at some stage next year, management.
Looking to the future, do you see the role of your label changing at all?
I don’t know about the role changing, if we have a role it’s to represent quality music and do a good job working with it, and that is the one thing that will always remain a constant. Our make-up will change I’m sure, as we progress through the business, and as the business continues to evolve. We might end up with a heavier bias towards touring or management or other things, but it’ll still be a focus on our roster of artists.
Finally, give us a hot tip or two - which local bands are you watching closely?
At the moment, we’re solidly focused on the roster we have signed as the projects coming up are very important to us. Did I get out of that one OK?!
Thanks for your time, Nick! For the latest on Other Tongues, head to their website.
The 5th Annual Jagermeister Independent Music Awards are held at The Forum Theatre, Melbourne on Friday October 1st, 2010, featuring live performances from British India, Cloud Control, The Amity Affliction, M-Phazes, Sally Seltmann and Joe Chindamo. Doors open at 8:00pm; tickets are $29+BF and available now via Ticketmaster.
For more info on AIR and Australian independent music, visit http://www.ausindies.com/
