Aussie Non-Alcoholic Bevs Company Heaps Normal Launches Record Label

Australian independent non-alcoholic beverage company Heaps Normal has entered a new creative venture, launching a new record label called Heaps Normal Records.

Today, Heaps Normal Records unveiled its in-house record label and artist support program with the tagline, “Making the records that would otherwise not get made.”

Since its launch in 2020, Heaps Normal has supported and invested in over 300 gigs and tours, supplied riders for Aussie artists and music venue green rooms, shared stories about emerging musicians (check out this page on the Heaps Normal website for some stories), and donated almost $100,000 to music charities that inspire positive change in the music industry, including Support Act.

With Heaps Normal Records, the team will identify and work with an emerging local musician each quarter to release vinyl records and merch, present shows and support tours, provide non-alcoholic beers at venues, and help artists through a rider support program.

In addition to the promises laid out above, Heaps Normal Records will front the cost of producing vinyl and other products for each emerging artist. A portion of the merchandise will be sold through the company’s website, while the remaining items will be gifted to the artist to do with how they see fit.

The first artist to have their music (or “capsule,” as described in a press release) by Heaps Normal Records is Sydney/Eora artist Barb, a space-metal band making waves in Inner West Sydney.

Heaps Normal CEO and Founder Andrew Miller aims to expand the company’s investments in the music industry and give emerging talent a boost.

“We want to bring together all of our work in and with the music industry, to build on the investments we’ve made in the music industry over the past four years, to make the records that might not have otherwise been made and give a leg up to musicians building their profiles,” Miller began.

“It’s tough right now in Australia for musicians to break through and find a sustainable footing in the music business. There isn’t always a clear path forward, and navigating the systemic and financial barriers standing between an artist and a thriving career is challenging, to say the least. And let’s face it, our live music industry needs more support.

“Venues, in particular, have borne the brunt of rising costs of compliance, promotion and production, hamstringing their ability to support live music in the way they might want to.”

Miller continued, “We don’t have all the answers, but we want to do something that helps to address some of these bloody hard questions. We want to see a more inclusive, safer and more fun Australian music industry and experience.”

UNIFIED Music Group CEO Jaddan Comerford added, “Having been with Heaps Normal from almost the beginning, it’s incredible to see their commitment to innovation and community evolve with the launch of Heaps Normal Records.

“Providing artists with a supportive platform that includes non-alc options, especially in live settings, is testament to their values. We’re proud to have Community Music partner in amplifying these efforts on the digital front– making sure Australian artists reach new and global audiences.”

Barb said, “…We aren't necessarily a band that is getting asked to go to BIGSOUND and expose the music industry to our weird brand of Fantasy Metal-Punk. This kind of support for bands is something that I feel that any ‘music-focused’ brand should get behind as the Australian music industry needs that kind of assistance right now.”

Heaps Normal Records will celebrate its launch with a party at The Vanguard, Newtown, NSW, on Friday, 29 November. Keep an eye on the company’s website for when tickets go on sale soon.

If you’re an artist interested in collaborating with the newly launched record label, you can register your interest by emailing records@heapsnormal.com.