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.
For our very first industry column of 2015 we spoke with Sophie Miles, the co-creator of the mega Aussie indie record label and touring company, Mistletone.
Setting up shop in 2006, Mistletone has promoted over 50 tours for artists such as Beach House, Kurt Vile, Toro Y Moi whilst the Mistletone record catalogue boasts of Beach House, Panda Bear, HTRK, Montero, Ramona Lisa and so many more.
Working fastidiously right now alongside Laneway Festival where the indie group have their own Mistletone Stage which features the likes of St. Vincent, Future Islands, Pond, Connan Mockisan and more, Miles graciously took some time out of her busy schedule to give us a snapshot of what it is like to start and run a successful Aussie indie label and touring company.
Mistletone: The Beginning
I was a freelance journalist writing for The Age, Rolling Stone and a bunch of other mags, and Ash Miles (my now-husband) had worked in record stores his whole life. I also tried my hand at managing bands, which taught me an awful lot about how everything worked.
Ash and I had been together as a couple for a few years and had started collaborating on some projects just for fun. For example, we organised some Christmas shows called “Mistletoe” which were actually on Xmas day, somewhere to party after lunch with the relatives.
We had also worked on a couple of international tours helping out a couple of startup indie tour promoters with publicity and logistics. So we’d dipped our toes in that water, and then decided we wanted to do it ourselves.
A longtime friend of Ash’s, Dave Curran, was general manager at a distribution company at that time and Dave encouraged us to start a label. We thought, “well, now we have an opportunity to start a label” which was something we’d both often daydreamed about, so we jumped in.
Ariel Pink Is What Started It All
Ariel Pink was our first ever tour and also our first release (MIST001, House Arrest by Ariel Pink’s Haunted Graffiti). The tour idea came first. We had been listening to all Ariel’s Haunted Graffiti albums and they were blowing our mind. We thought, “gosh, someone needs to tour this guy” so we sent him a MySpace message, he wrote back and suddenly we had a tour happening.
The Best Mistletone Moments
Gosh, there are so many. Touring with Beach House is always an intense and magical experience. Having worked with them from the beginning, we have all learned so much along the way and we have grown together which is hugely rewarding and means a lot to me. It is special to work with someone when you have a long personal history together and each tour feels like a reunion.
Some of the special shows we have done such as Beach House, Sharon Van Etten and Wintercoats in Bangalow Town Hall, or HTRK’s homecoming show in St Michael’s Church, or Kurt Vile at The Shadow Electric in the Abbotsford Convent, those were all moments when I caught my breath and thought “wow, this is really happening”.
But that feeling can happen any time. There are special moments on every tour, and you can never tell which show will be the magic one.
How To Remain Both Successful And Respected
Well that’s for other people to say, but we are proud that we are completely independent, self-funded and self-sustaining. We started off by putting everything on our credit cards, which was incredibly idealistic and probably quite reckless, but we are proud to have been able to build a sustainable business whilst remaining independent.
We remain very true to ourselves and to only do what feels right to us. I have learnt a lot from the artists we work with about integrity and courage. One of the bands we work with told me early on that their motto was, “don’t do anything gross”. That has guided Ash and I in a huge way. It’s a great philosophy to live by in business and in life.
The Importance Of Indie Labels And Touring Companies
I hope there is a future for more and more indie companies, this would make for a much healthier scene. Right now I can see a corporatisation of music, and of culture generally, and I really hope there will be more small time players like us who can find a niche and survive, so that there is more diversity.
Nobody Said It Easy
The struggle to survive financially and stay sustainable has meant we have had to be very cautious and not over extend ourselves. Also, to decide that we want to be a sustainable small business, without hungering to grow for the sake of growth. People often tell us “oh you should expand, you should get more staff and build a bigger company” but who says so? We are happy being a small company of two people and hiring in help as we need it. Our personal lives and our working lives are completely integrated so we happily resist pressure to make it otherwise.
Of course, there are times when the music business can be quite dispiriting but I try not to let it bring me down. I have a huge sense of gratitude that I have such a great job and that gets me through any tough times.
Mistletone’s Greatest Piece Of Advice
Start small and be very cautious, it’s an easy way to lose lots of money if you’re not careful. Start at the grass roots and learn all your lessons as inexpensively as you possibly can.
Where Would You Be Without Mistletone
I guess I would try and find a way to work with one of the things I care about almost as much as music, like healthy food or yoga or nature. Whatever I do, I would probably be working for myself, just because I’ve been spoiled by so many years of self employment. I don’t think I can ever go back to working 9 to 5, even if they’d have me!
Connan Mockasin Australian Tour Dates
Wednesday, 4th February 2015
Goodgod, Sydney
Tickets: Moshtix
Thursday, 5th February 2015
Howler, Melbourne
Tickets: Moshtix
