Sydney, Thursday 13 June 2024

In an industry-first move towards making Indigenous music more accessible, Universal Music Australia (UMA), the world’s leader in music-based entertainment, Australian/Yorta Yorta artist Briggs, and Linc Yow Yeh, a Murrie Man of Darumbal/Goreng Goreng/South Sea Islander heritage, proudly announce the launch of Irruk Birruk, a music label aimed at distributing music from the Aboriginal and Torres Strait Islander community within Australia, and the rest of the world.

With a mission to amplify the voices of indigenous artists and celebrate their rich cultural heritage, Irruk Birruk, whose name was taken from the Yorta Yorta language meaning ‘yesterday’ – reflecting the focus

on music from the past - is also designed to protect Indigenous songs and stories from being lost to history, by giving them a platform to share their stories and voices in music.

It will also create never-before opportunities for indigenous artists to share their music with global audiences.

Speaking of its official launch under UMA, Liam Dennis, General Manager of Catalogue said, “The launch of Irruk Birruk marks a significant milestone in our 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, and 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,” added Liam.

Founder of First Nations record label Bad Apples Music, Adam Briggs, who has been instrumental in the development and success of Irruk Birruk said, “Adaptation has been a cornerstone of our culture for thousands of years. 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,” added Briggs.

In terms of its operation, Irruk Birruk is run as a not-for-profit, with artists nominated to join the service by both Briggs and Linc. Additionally, legal support has been provided by Media Arts Lawyers with Publishing representation offered by Universal Music Publishing, and Global Digital Distribution provided by Universal owned Virgin / Ingrooves.

When it comes to the impact this will have on his community, Linc said, “It’s a unique model which basically acknowledges and recognises the unsung heroes and pioneers of this industry. 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.”

The program has already released over 150 recordings, providing distribution to artists such as Coloured Stone and Dave Arden, with ambitions to offer the service to many more Indigenous artists from the past who haven’t had the opportunity to share their songs with the world in the streaming age.

“We know there’s many Australian First Nations artists with recorded works from the past that simply

aren’t available for discovery on digital services, and we’re delighted to unlock those recordings to ensure the songs and stories are preserved for future generations,” said Liam.

As a music company, Universal Music Australia, understands and appreciates the importance of music in creating and protecting culture, Sean Warner, President and CEO of UMA said, “We acknowledge and respect the importance and lasting impact First Nations peoples have had in shaping culture, community, expression, and connections through music for many years.

“Our intent is to help them tell their stories, share their identities and amplify their voices, for the enrichment of all Australians across recorded music, music publishing, merchandising, and audio-visual content. This is reflected in our recently launched Reflect Reconciliation Action Plan, where we have committed to creating opportunities, programs, and support networks, for Aboriginal and Torres Strait Islander peoples so that we can continue to implement meaningful change within our workforce, communities and the broader music industry,” added Sean.