Label Focus: Transgressive Records

We caught up with Toby L co-founder of Transgressive Records and spoke to him about the effects of Covid-19, future music trends and artist mental health.

Firstly, how has Covid-19 affected you and Transgressive Records?

It's a difficult question to answer because it's still ongoing, and we don't know how long things will be like this for. I guess the main change has been really leaning on the "digital" side of what the music industry seems to be these days - even more than ever, everything is video calls, email, digital files, music streaming, video streaming. I miss hanging out at shows and record shops more than words can describe. As a team, we've not all been in the same room at the same time since the end of last year. Which, in 16 years of the company, is utterly surreal. More positively, we have managed to adapt as much as we can, making plans and sticking to them, and releasing some of the most important music we've ever been involved with. We've signed quite a few artists this year, which is surprising, really. We're grateful we're still able to operate given how challenging it is for so many people around the world right now. We hope the music can provide some support to people in these times.

It’s really admirable that you started this label from scratch. What advice do you have for people starting a record label in 2020?

Be romantic and decisive - set some rules for the label you want to create, think about the culture you wish to instil and the ethics that matter to you. Then find artists with songs that meet those ideals. Be really wary of people that over-promise - there's a lot of hot air in this industry and you have to be cautious about who you associate with. Always strive to be diverse and take considered risks. Be kind and conscientious. Then, have fun, and try to make friends with like-minded souls; it's always more rewarding when there's a gang of you.

When did you first feel the label was gaining momentum and what were your reasons for feeling that way? 

From the first single we released, to be honest, which was The Subways' '1am'. We made up a pressing of 500 seven-inch copies and they all sold out in advance. John Peel played it on his Radio 1 show, and everything went bananas for them, and us as a new label, pretty much straight away. Every single we pressed up sold out and before long we were offered major label distribution and marketing, with national press coverage. Dazed & Confused ran a feature on the label saying we were the next Creation Records - before we'd even released a note of music. It was a beautiful whirlwind and we had to learn very quickly. Even though there have been so many twists and turns over the years, and at least two moments of terrifying near-bankruptcy, I wouldn't change a thing that happened from that point.

You’re really forward thinking, always adapting to the current indie landscape. SOPHIE was an excellent addition to your roster, can you tell me more about how she joined your label?

Thank you! We strive to always move forwards and avoid repetition where possible. SOPHIE was someone that we were promoting shows from, via our live events company Rockfeedback. After seeing a show of hers at Village Underground, I became obsessed; everyone else was a fan at the label as well. I was initially unsure about some of the early associations and scenes that SOPHIE was initially linked to by the press, or perhaps more specifically the oversimplification of it, but that show proved to me that she was in a world of her own. Such an undiluted and enigmatic perspective. We spent a couple of years waiting until the time was right to talk about an album with her and her team at the time. When that moment came about, we pounced on it, and are delighted to be collaborating with arguably one of the most adventurous, courageous and visionary artists that's active in the world right now.

With artists like SOPHIE, do you feel like the future of music is trending towards a “hyper-pop” direction?

Perhaps, but SOPHIE is also supremely avant-garde and progressive. Yes, there's infectious pop music in there, but there's also genre-busting sound design and music that wouldn't be out of place in a horror film. There aren't really any tangible short cuts to defining her, which is why I think she is just at the beginning of her powers. Her influence on modern production and pop music is quite unparalleled. It'll take some years before we all get the chance to take stock of the scope of her uncompromising vision. 

In reference to bands on your label you were quoted as saying that “We care about them as much as family members.” I really love the effort that you’ve put into taking care of your artists’ mental health. What suggestions do you have for other labels that want to look after or provide support for their artists? 

Realise that life in music isn't always about that moment onstage, or in the studio, or at the backstage bar. More often than not, it's truly sensitive people that create art and live with intense vulnerabilities. Couple this with the stress of having a public persona, which is also extremely demanding to manage, and it's a recipe for emotional and mental strain. Always be there for the difficult times, not just the good ones. Take those calls on a weekend. Listen, and ask questions. Don't hide away when things get tough. You cannot solve all your artists' problems, but you can listen to develop a better understanding, and then potentially reach out to organisations and healthcare options that will help provide them a pathway to self-development or recovery. Just don't put your head in the sand when things get tough - confront the obstacles and overcome them. Take responsibility as you would for a friend or indeed a family member. We're all fragile and are all deserving/requiring of support. 

You recently released Sunrise by Michelle, can you tell us a little bit more about this release?

In short: it's beautiful, isn't it?! This is the first of a few releases from them this year. After what seemed like a long gap, it's so exciting to be working with a New York band again, and one that cannot be categorised. Musically, it's so diverse and melodic, but remains such a tight, perfect pop song. Such incredible voices and production. It's the start of something pretty magical, I feel, they're a brilliant unit of gifted and generous souls.

I’m sure it’s impossible to pick one release but are there any releases from this year which you feel deserve some more attention? 

I think the debut album from Boniface is one of the most brilliant clutches of songs we've had the pleasure of releasing. Micah Visser is such an incredible writer and anyone that listens will fall deeply in love, I'm certain of it. It's for the pensive outsider in all of us that wants to dance and sing like no one's watching. 

Is there anything else you would like to add?

Just a thank-you for the time and great questions. I wish everyone reading this a healthy rest of the year. Stay safe and look after yourselves and those that you care about. Donate and educate on some of the issues that have arisen this year - we can collectively make this world FAR BETTER than it is, in spite of what we're told. Thanks for all the support for Transgressive and our artists, we truly value it.