---

When was Dinosaur City founded?

A couple of friends founded the label in Gadigal land/Sydney back in 2016 (woah!)
I came on board not long after.

What draws you to an artist, and what informs who you decide to work with?

I value authenticity, purity, originality and subversity above all else.
It’s also vital to me that I utilise the label to platform and support diverse voices.
I’m not interested in signing the latest “buzz band” and profitability has never been a driving factor for me.

It’s important I love what I’m releasing;
If I don’t have an instant, overwhelming desire to listen to an artist’s music on repeat for days, even weeks,
I know I won’t be able to give the project the dedication it deserves.

Equally important is connecting with the artists themselves.
As my friend Mclaren wisely says “if you love an artist’s music, buy their record”.
A successful and sustainable artist-label partnership requires mutual respect,
open communication, and a shared vision.

We must be on the same page when it comes to values, goals, and how we want to work together.

What draws you to an artist, and what informs who you decide to work with?

As the sole owner and operator of Dinosaur City, I manage all aspects of the business,
from creative direction and strategy to publicity,
marketing, and artist management – all on a pretty limited budget!

This “wearing many hats” approach can be demanding, occasionally leading to burnout,
but it’s been invaluable in building a diverse skillset. It’s also allowed me to provide hands-on,
personalised support to my artists in ways that larger, more compartmentalised labels often can’t,
offering a level of dedication and care that’s rarely replicated in a commercial setting.

Beyond the day-to-day operations, Dinosaur City has opened doors to many opportunities.

I’ve traveled extensively, within Australia and internationally,
promoting the label and our artists, and forging meaningful and
lasting relationships within the music community.

These connections have been instrumental not only for the label
and our artists’ growth, but for myself as a freelance designer,
the majority of my clients discovering my work through
their familiarity with the label and its visual identity.

I’ve had the opportunity to oversee numerous commercially successful campaigns through contractor roles across music management, publicity and marketing over the years, but nothing comes close to the satisfaction I get from running my wee indie label, Dinosaur City. Using my skills and experience to amplify diverse voices and champion authentic artistry is far more meaningful to me.

What advice would you give someone considering starting their own independent label?

Do it!
The independent music scene thrives on passionate individuals
and we need more platforms to champion diverse voices.
Fresh out of design school and working full-time at an ad agency,
Dinosaur City initially served as a creative outlet, combining my love of design music.

With no knowledge, experience or connections in the music industry,
I kept a close eye on what other artists and labels were doing,
and became more involved in my local community.
Nearly nine years later (omg!), the label is still kicking and I have no regrets.

Two key lessons I’ve learned along the way,
however, are start small and practice saying now!

It can be tempting to jump in and try to do everything at once,
but it’s not viable long term (I learned this the hard way!).

Early on, I struggled to say no, often overcommitting and burning myself out.

Now, I’m much more honest with myself and the artists I work
with about my capacity and what’s realistic.

I’m more comfortable saying no and proposing alternative solutions.
I used to worry about missing out on a great release, often neglecting my own needs,
but I’ve come to realise people are often understanding and happy to wait.

And if they can’t, that’s okay too!
I can still be a fan, celebrate their successes, and support their music. No regrets!

I’ve learned over time that saying no creates space for sustainable growth,
genuine collaboration, a healthy work-life balance and long-term viability.

Are any exciting new releases or tours coming up?

Yes! Geoffrey O’Connor’s new album, I Love What We Do is out real soon, on February 14.
 
We’ve also just announced e4444e’s fourth full-length album Authentic Natural Tradition, out May 30
. 
Wet Kiss will release their first single for Dinosaur City at the end of the month
– ahead of their Golden Plains debut in March

– plus we’ve got albums from Elmo Aoyama and Solo Career 
(Body Type’s Annabel Blackman) set for release this winter.

---

< Back to news