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 also 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.
For this week’s industry-based column, we spoke with Heart of the Rat, an incredibly unique independent record label in the regional Victorian town of Ballarat. The label is one of the freshest faces in the game, having begun in September of 2014. They have released six vinyl records in under a year, ranging from Yard Apes, Captives and Swhat to reissues of Epicure and The Dead Salesmen. Not only that, they’re also working on getting out the second album by Ballarat’s Mark With the Sea (out now) and the debut album from Aussie/Berlin trio HEADS which drops in May.
Chatting with founder Marc Oswin, he detailed how he and his business partner Aaron Matthews got their new record label off the ground and into action, explaining the importance of remaining regional, what inspired them to start their own label, the incredible highs they’ve already experienced and how they’ve overcome some of their greater challenges. For more info on the label visit their website www.heartoftherat.com.
The Beginning
“Both Aaron and I have been playing in bands for over 15 years. I also worked in a record store for a number of years. One day Aaron said, ‘Do you want to start a record label?’ And I said, ‘Alright.’
“Aaron is a fan of Rocket from the Crypt. They have a song called ‘Heart of a Rat’. This was adapted slightly to Heart of the Rat to demonstrate our strong Ballarat ties.
Outside Heart Of The Rat Records
“We’re both really busy with a number of musical projects on the go. Aaron currently performs with the bands SWHAT, Mark with the Sea and Matheson. I’m also in Mark with the Sea and Matheson, and recently started a new project, A Miner. At this stage the label is not a full-time position. Luckily, we’re not in it for the money.”
The Inspiration For Starting An Indie Label
“We wanted to start up a label to help push the releases by our numerous projects and also help out friends and like-minded artists. There is so much great music that doesn’t get heard by as many people as it should. I don’t think bands and artists get taken seriously enough if they self-release albums, particularly if they are from a regional area.
“There are a number of labels that we look up to and respect. I find it incredible that labels like Sub Pop can sign a band and 9 times out of 10 I’m going to love it. On a local level Spunk has had an incredible track record for releasing great music from around the world and also discovering some local gems like Leader Cheetah, Machine Translations, Holly Throsby, The Middle East and Jack Ladder.”
First Artist Signed
“A lot has happened in our first 6 months. We wanted to state our intent and show we were serious about the label. We did this by lining up 4 releases to kick it off; SWHAT’s Down in Tango Zulu 10”; The Yard Ape’s 7” Night of the Living Dead; the 12” vinyl reissue of The Dead Salesmen’s Amen and Mark with the Sea’s full length When the Blood Runs Dry.
The Yard Apes are a great band, with a rocking live show. They had some recordings that they hadn’t had a chance to release, so we were really keen to release them on a cool 7”. The Dead Salesmen are one of the most influential musical acts to have come from Ballarat. We wanted to add to their legacy by releasing their fan-favourite Amen on the vinyl format and the guys were good enough to allow us to. SWHAT and MWTS were easy and obvious signings as they are our bands.”
Proudest Moment
“There are so many exciting things that happen over the course of running a label. Signing bands that you love, receiving vinyl shipments and playing them for the first time, the first online pre-orders, hearing our artists get played on radio and receiving good reviews. Signing our first band from outside Australia was a special thrill. HEADS., based in Germany, are a brilliant band who are already kicking goals before releasing their first record. They’re supporting METZ on their upcoming European tour.
“Receiving acknowledgement from our peers and punters really makes it all worthwhile.”
Biggest Obstacles
“The biggest obstacle has been getting the word out there about our releases and label. We’ve recently enlisted the services of our friend Doug Wallen, to help us out in this area. He’s played a big part over a number of years in introducing upcoming Australian acts to the masses through his role as editor of Mess + Noise and his other written outlets. We’re so lucky to have him based in our home town. He’s had a huge impact already in the short time he’s been working with us.”
The Importance Of A Regional Scene
“We’re only a baby, having only started in September 2014. There has never been a better time for live music lovers and bands alike in Ballarat. Currently there seems to be a venue that caters for ever type of music and audience.
“Karova has really paved the way and been a driving force for over 10 years now and has nurtured almost all of the members on our roster and built up Ballarat’s reputation for being a must-stop for some of Australia’s best touring bands. More recently venues such as The Eastern, Babushka Bar, The Main Bar and Sutton’s House of Music have offered up their stages for bands and artists who may not be able to fill the larger capacity Karova Lounge. Each venue has a different vibe and appeals to different people.
“It really is an exciting time and hopefully this translates into more bands starting up and who knows future HOTR signings.
“Ballarat is a great location for us. We’ve got our families set up here. We’re still really close to Melbourne. When the world is so connected by technology, it really doesn’t matter where you are physically based.”
