EXCLUSIVE: Mushroom Group Announces Rebrand Of Flagship Record Label

Mushroom Group has announced some massive changes today, with its flagship record label, Liberation Music, to undergo a revamp after more than 15 years. 

The Music can exclusively reveal that the label is to rebranded as Liberation Records and will be overseen by Damian 'Damo' Slevison who will move into the role of Managing Director, having worked at the company since 2004. 

Speaking to The Music, Slevison, who has signed and been instrumental in the success of acts like Vance Joy, The Temper Trap and Dan Sultan, said Liberation's continued growth and expansion of local artists prompted a shake-up. 

"It's probably grown enough now that there is a real mix of acts across all demographics," he said. 

"I guess the rebirth of this label gives us a chance to create two labels that can be a bit more focused…"

Slevison confirmed that the new-look Liberation will have a dedicated focus on "new-ish acts and a centre point of triple j and community radio".

"… We're proud to honour the strength of their past Liberation links as we move forward to this exciting new stage," Slevison added.

"Our label team couldn’t be more focused on this opportunity to re-vitalise our branding and further enhance our development of new Australian music talent."

Meanwhile, Mushroom Group Chairman Michael Gudinski said, "The Liberation name has been in and around Mushroom for a very long time and has under-pinned the successful careers of many musicians and performers.

"Equally, Liberation has always enjoyed a great reputation globally, and I couldn’t be happier that Damian Slevison will continue to grow and develop it for many years to come."

As well as the Liberation rebrand, Mushroom is set to introduce brand new entity, Bloodlines, which will be called home by some of the most iconic names in Australian music. 

"Warren Costello and I chose the name ‘Bloodlines’ because it reflects ‘family’ and ‘pedigree’ and honours the past but, equally importantly, looks to the future," Gudinski said.

Bloodlines will officially launch in late 2017.