Universal Music Australia (UMA) has united with Yorta Yorta rapper Briggs and Deans of Soul frontman Linc Yow Yeh to launch a new label focused on promoting Indigenous music.
The launch of the not-for-profit label, Irruk Birruk, has been described as an "industry-first move towards making Indigenous music more accessible".
The label aims to distribute homegrown music from Aboriginal and Torres Strait Islander communities within Australia and across the world.
The not-for-profit label will support Indigenous artists of the past and future distribute their music to the world. Source: Supplied
“Adaptation has been a cornerstone of our culture for thousands of years," Briggs said.
"It’s been the North Star of our survival, and Song is how we communicated.
"It’s where we preserved and nurtured our truth, where we forged our history, and I want to make sure our musical history is remembered and celebrated - now and forever.
“My intention with Irruk Birruk is to ensure the next chapter for Indigenous Artists is strong, unbroken and sustainable.
"A home where we can continue to share our Song with the world for thousands of years."
Yow Yeh, a Murri Man of Darumbal/Goreng Goreng/South Sea Islander heritage, touted the impact the label will have for Indigenous artists.
“It’s a unique model which basically acknowledges and recognises the unsung heroes and pioneers of this industry," Yow Yeh said.
"It’s a chance to honour the musical journey and legacy of every artist who is highlighted through Irruk Birruk, and I’ve loved being part of its creation.”
Linc Yow Yeh said Irruk Birruk is a chance to honour Indigenous artists in the music industry. Source: Supplied
Universal Music said in a statement the label will provide unprecedented opportunity for Indigenous artists to share their music with the world.
The program has already released over 150 recordings, providing distribution to artists such as Coloured Stone and Dave Arden, with plans to add many more artists from the past who haven't had the opportunity to share their music in the streaming age.
Briggs and Yow Yeh will nominate artists to join the service, with Media Arts Lawyers providing legal support, publishing representation offered by Universal Music Publishing and Global Digital Distribution provided by Universal owned Virgin/Ingrooves.
General Manager of Catalogue at UMA, Liam Dennis said the launch of the label marked a significant milestone in UMA's commitment to supporting Indigenous talent and fostering cultural diversity in the music industry.
“We believe in the power of shaping culture and igniting positive change within communities through the power of artistry," Dennis said.
"By leveraging our global network, Irruk Birruk will allow for greater exposure of Indigenous music, and will give Indigenous artists a wider audience both now and in the future, while also ensuring ownership and control of the recordings stay with the original creators."
