'Working With Good People Is Also Hugely Important To Us': Camille Augarde On The Belair Lip Bombs' Signing To Third Man Records

Ask any Australian artist and there’s a good chance they might tell you one of their biggest dreams is to be signed by a label. Make that label one of the most influential in the music scene, and the chances of making that dream a reality can feel a tad unlikely.

But for Melbourne outfit The Belair Lip Bombs, they’ve achieved that dream, having signed with the mighty Third Man Records. Founded by The White Stripes’ Jack White, Third Man is a dream roster to be a part of for any music lover, but it becomes all the more impressive for the Frankston group considering they’re the first Australian act to be part of the venerated stable.

With new album, Again, arriving next month, this week sees Third Man Records’ Head of UK Operations & Worldwide Project Manager Camille Augarde visiting Australia for BIGSOUND.

Speaking as part of the EXPORT: UK & Europe: Unique Pathways panel on Thursday, September 4th for BIGSOUND, Augarde is in prime position to know what it’s like for Aussie acts to make it on the global stage.

With The Belair Lip Bombs once again making huge moves both at home and abroad, and with Augarde on her way to Australia, we had a chat with the Third Man rep for greater insight into what made The Belair Lip Bombs stand out and how Australian artists can make an impact overseas.

The Music: Firstly, how did The Belair Lip Bombs come onto your radar?

Camille Augarde: They were top of my list of bands to check out at SXSW 2024. I’d already heard and loved their debut album Lush Life (which Third Man has since reissued for the first time outside of Australia), and I’d also seen footage of Maisie [Everett] playing bass in her previous band Clamm and thought she seemed feisty. 

I caught them playing outdoors on a blisteringly hot day at the festival. Most of the crowd were hiding in the shade, but the band didn’t seem to care – they went full throttle, and I loved that.

TM: What was the ‘killer ingredient’ that they had? That is, what made them seem like a solid fit for the Third Man roster?

CA: First and foremost, the songwriting. We signed them off the strength of Lush Life, and have been blown away by how they’ve pushed things even further with their follow-up album Again (out October 31st). It’s genuinely all killer, no filler – we had an almost impossible time picking singles because they’re all so strong.

Working with good people is also hugely important to us, and they really are just that. There’s something very unassuming about them offstage, and I love the contrast with the electricity they bring onstage.

And honestly – they’re fun to be around. They work hard, but they know how to have a laugh too (as we learned at Great Escape last year, where we first bonded after SXSW). 

TM: How does an Australian act like the Belair Lip Bombs align with the Third Man roster?

CA: We’re proud to have a very varied roster which includes an array of genres from metal (Die Spitz), punk (Snõõper, Be Your Own Pet, Gina Birch), gospel-soul (Natalie Bergman), spiritual jazz (Rich Ruth) doom rock (Boris) etc, and never consciously go after a specific sound when signing artists.

However, obviously the roots of Third Man lie in Jack White and The White Stripes, and I do think a lot of us were innately drawn to the fact that The Lip Bombs’ sound has an early ‘00s indie-rock feel, of a similar time. Having said that, they have a fresh and unique spark which was impossible to ignore.

TM: An Australian band such signing to the likes of Third Man is undoubtedly impressive, especially given the geographical distance. While it’s easier in the modern age to get music out in the world, how can acts get the attention of labels – indie or otherwise?

CA: I’d say focus first on growing your sound and fanbase at home. If things are working locally, tastemakers abroad will take notice.

TM: Historically, it’s felt as though Australian acts have felt a need to ‘hide’ their Australian-ness in an attempt to appeal to international markets. Do you feel this is still the case?

CA: Honestly, I think it’s the opposite now. The UK/US indie market can often feel saturated and samey, so it’s a breath of fresh air to hear what’s coming out of Australia. With artists like King Gizzard & The Lizard Wizard, Amyl And The Sniffers, Courtney Barnett, and Tame Impala proving there’s a real appetite for the Aussie sound, there’s no need to disguise it.

TM: Conversely, sometimes Australian acts have seemed to make an impact because they have a sense of ‘geographical exoticness’ about them. In this increasingly global age, is this something that still persists, or has it died out?

CA: I do think there’s still something exciting about hearing a band from so far away. If you can’t see them down at The Windmill in South London every other night, it adds a certain mystery, ha!

TM: There’s no hard-and-fast rule in regard to how to do so, but what advice would you give to Australian acts (especially those starting out) who are looking to impact the global market and make an impact overseas?

CA: First, hone your sound and build your fanbase locally. If there’s a story to tell, tastemakers will pick up on it. If you have the budget, it’s worth investing in a plugger who can reach out to people like Matt Wilkinson, Steve Lamacq, Huw Stephens or So Young Magazine – tastemakers who genuinely love new music.

The next step is to get an agent, and then play a few residencies in major cities like London or New York. Even if it’s just small pubs, a run of nights gives more people a chance to see you – and word spreads.

TM: From the perspective of someone not ensconced within the Australian music scene, what is Australia’s reputation as a country from a musical point of view?

CA: I think the indie/punk scene there is one of the strongest in the world right now!

Camille Augarde appears on the EXPORT: UK & Europe: Unique Pathways panel on Thursday, September 4th at BIGSOUND in Brisbane. The Belair Lip Bombs’ new album, Again, arrives on October 31st.