Label Spotlight - August: NLV Records

NLV Records was founded by Australia’s very own, Nina Agzarian (a.k.a Nina Las Vegas), to become a go-to outlet for original and forward-thinking underground club music across a wide range of genres.

As well as being known as the unmistakable voice of Saturday nights on triple j for almost a decade, Nina is recognised for being the ultimate tastemaker who plays a large role in unearthing and fostering new talent in the Australian dance music scene.

Dedicated to bringing it’s audience eclectic and noteworthy club music, NLV Records is an embodiment of Nina’s strong, career-dedicated passion for championing underground talent and tunes that will change the game.

Over the past 5 years, NLV Records has expanded into Artist Management, A&R consultation, Project Management and brand engagement. At this years 20th AIR Awards NLV Records received a slew of recognition from industry peers taking out the categories of;

BEST INDEPENDENT ELECTRONIC ALBUM OR EP,
BEST INDEPENDENT ELECTRONIC SINGLE,
INDEPENDENT ALBUM OF THE YEAR,
INDEPENDENT SONG OF THE YEAR,
INDEPENDENT PRODUCER OF THE YEAR,
INDEPENDENT MIX, STUDIO OR MASTERING ENGINEER OF THE YEAR, 
INDEPENDENT MARKETING TEAM OF THE YEAR, 
INDEPENDENT PUBLICITY TEAM OF THE YEAR, 

As well as the highly coveted INDEPENDENT LABEL OF THE YEAR. 

Following a hugely successful awards for the team, AIR caught up with Nina to learn more about NLV Records

HOW WAS NLV RECORDS CREATED? WHAT IS NLV RECORDS ALL ABOUT?

NLV Records started in 2015 because I wanted to champion forward-thinking, underground music that I felt wasn't getting the attention it deserved.

After years of DJing, touring and working in radio, I was constantly discovering incredible artists and scenes that deserved a bigger platform.

I wanted to build a label that could help bring those sounds to more people.

Having spent so much time in the dance music world as a broadcaster, DJ and curator, I also noticed there weren't many women in positions of power behind the scenes, running labels, shaping culture and creating opportunities for artists.

I wanted to be part of changing that.

The goal was to have an impact not just in front of audiences, but behind the scenes too.

Ultimately leaving a legacy. 

The label officially launched the same day I left triple j after more than a decade hosting House Party and Mix Up Exclusives.

It felt like the start of a new chapter.

Our first release was Lewis Cancut's Systems, and I still remember Linda Marigliano playing it on triple j while I was still at the station.

It was a full-circle moment and set the tone for what NLV Records has always been about: backing exciting artists and helping push new music forward.

WHAT WAS THE MOMENT YOU DECIDED YOU WANTED TO START A LABEL? WAS IT WHAT YOU ALWAYS WANTED, OR DID SOMETHING ELSE LEAD TO IT?

It actually came about through my old manager, Will Larnach-Jones.

He organised a meeting with Warner, who was exploring the idea of starting a dance label with me.

Up until then I’d been focused on broadcasting and DJing, so running a label wasn’t something I’d seriously considered.

Around that time I’d also started getting into making my own music and production, and after working with different labels I began thinking about what I wanted that experience to look like.

Through my years at triple j and touring as a DJ, I’d discovered so many incredible artists and sounds that I wanted to champion, and I saw an opportunity to create a home for that music.

It wasn’t something I’d always planned.

I tend to let things evolve naturally rather than mapping everything years ahead.

But I’ve always wanted to do things a little differently, and in 2015 there was a gap for artist-led dance labels, particularly in Australia.

Leaving triple j felt like the perfect moment for a new challenge and a chance to build something with my own creative direction. 

WHAT DO YOU THINK ARE THE BEST WAYS FOR A LABEL TO SUPPORT THEIR ARTISTS?

Leading with empathy, care and understanding that an artist's work is ultimately their vision and creative expression.

You're there to support, guide and occasionally question but never to fight, push, or make the journey harder than it needs to be.

A label should work for the artist, with the artist, learning and shifting alongside a bigger music world that's always changing.

WHAT MAKES A GOOD RELATIONSHIP BETWEEN AN ARTIST AND THEIR INDEPENDENT LABEL?

Transparency and a clear understanding of what's possible on both sides.

How much the artist wants to commit, which doesn't have to be monetary, just time, energy, promotion and what the label can do with that in return.

I work as hard as the artist works and I think that's how you earn an artist's respect.

Pushing each other and growing together. 

I work as hard as the artist works, and I think that’s how you earn an artist’s respect.

The best relationships are built on trust, communication and a shared desire to push each other, grow together and create something meaningful.

ANY ADVICE FOR OTHERS WANTING TO WORK IN THE INDEPENDENT SECTOR?

Try to set a strong work-life balance, because if you don’t set that up from the start it's kind of impossible.

The independent sector is tough until you get that win that changes everything.

Having seen and experienced the explosion like Ninajirachi's “I Love My Computer” album campaign (after almost 8 years of working together), I truly believe it’s possible for anyone - it just takes consistency, care, passion, a little bit of money and hard work. 

WHAT ARE YOU DRAWN TO WHEN YOU DECIDE TO SIGN AN ACT?

Honestly, it's just about an organic connection - a reason we met that usually ends up being something that's inspired me, something different to what's already on my label.

I don't want to sign a replica of anything else on my roster, because that's the whole point of NLV Records - we're allowing artists to be unique in their thinking.

Being a little outside the norm makes it harder commercially, but so much more rewarding.

DO YOU HAVE ANY EXCLUSIVE NEWS YOU WOULD LIKE TO SHARE ABOUT NLV RECORDS?

A few more surprises in the Ninajirachi camp too and some big releases towards the end of this year and early next year.

WHAT EXCITES YOU ABOUT THE FUTURE OF INDEPENDENT LABELS AND ARTISTS?

Honestly, anything that works for you and your artists.

Any model that is honest and isn't ripping anyone off, I'm down for.

I like small but mighty teams and I always have (maybe from looking at the ABC for so long), expansion without growing too fast.

It happens with pace, knowing your team, the music and the world it should live in. 

WHAT IS CURRENTLY HAPPENING AT NLV RECORDS (TOURS/SIGNINGS ETC)?

There is a lot happening! In addition to WannaCry by Ninajirachi and her teen-idol, Porter Robinson, we've just released Erika Ever’s second single for the label, ‘Crash’.

Strict Face has an EP dropping on the 7th of August, plus an event in Melbourne if you're around!

We've also just launched the Swick and King Doudou vinyl - a double 12-inch which includes their new EP “Digi Mangal” and their iconic 2014 EP, "Internet Dreams" on the b-side.

New Lady Shaka on the way too, plus plenty more in the pipeline.