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Label Spotlight | December - Amplifire
Dec 03, 2025
Amplifire is an artist management and label services company based in Brisbane, Australia. Established in 2004 by owner and director Stu McCullough, Amplifire is proud to manage The Jungle Giants, Sam Hales (Writer/Producer) & Tear Drive.
Amplifire’s current team is: Stu McCullough, Hannah Morrison, Hayley Marsten and Ziggy the Cat..
AIR caught up with Stu McCullogh to learn more about Amplifire for December's Label Spotlight.
How was Amplifire Music created? What is Amplifire Music all about?
Before I started Amplifire, I'd spent 10 years in A&R, Australian artists relations and marketing at a major record company (Sony Music).
In 2004 I had an opportunity to leave to co-manage an artist I had signed to the label - Pete Murray.
Things escalated very quickly from there. I'd found myself doing most of the roles of a manager in my A&R role, and I had wanted to return to artist management at some stage in my career.
It was the perfect way to step into artist management at the highest levels domestically and internationally.
I've now spent 20 years running the business, and I'm extremely lucky to have had a lot of success across many artists. Amplifire is all about giving artists creative and financial control. It's the same thing in the end.
What was the moment when you decided you wanted to start a label services business?
I originally signed The Jungle Giants as a management client and we had released 2 EP's, one independently and one on a P&D deal with a indie/major label arrangement.
At the time I could see that the tide was changing - artists and management now had the ability to assemble their own teams and replicate all the services that a label could offer while maintaining complete creative and financial control of the project.
We released the first Jungle Giants album Learn To Exist that way, and the rest, as they say, is history. It worked incredibly well, and I never looked back after that point.
What do you think are the best ways for a label to support their artists?
Helping artists keep a sense of the bigger vision of their music in the everyday grind of the music industry is the big thing. Not losing sight of why you are doing this is key.
It's very easy to get bogged down in the grind of the everyday, especially in the social media world and it's important to remember you didn't become a musician and a manager or lable to create content just for social media platforms.
The art in music and the expression of that music sonically and visually through various artforms like design and visuals is the bigger goal.
What makes a good relationship between an artist and their independent label?
Regular communication, the ability to openly discuss difficult issues and maintaining a sense of fun in the process.
Any advice to others wanting to work in the independent sector? Go for it. Start your own business. Seek out mentors and people that have done what you are doing and soak up everything you can from them. Don't die wondering.
Do you have any exclusive news you would like to share about Amplifire Music
We have just signed an amazing young band out of Australia called Tear Drive. 20 years old with guitars and synths and that "born with it" skill of songwriting. Watch this space!
What excites you about the future of independent labels and artists?
Indie artists and managers have always blazed a path through any seemingly unscalable obstacles and will continue to do so. The challenge in the streaming world facing Australian artists is real and requires real effort to correct. We are at another turning point in the digital disruption path.
What is currently happening at Amplifire Music (tours/signings etc)
We are just putting the finishing touches on album 5 for The Jungle Giants and it will be released in mid 2026 with new music landing in February.
It's another triumph from Sam and the band and there will be lots of Australian and international touring to follow in 2026 and 2027. Lots more music and shows to come for Tear Drive as well.