Universal Music Australia & Bad Apples Join Forces For Record Label Promoting Indigenous Music

Universal Music Australia has joined forces with Bad Apples founder and Yorta Yorta man Adam Briggs and Linc Yow Yeh, a Murrie Man of Darumbal/Goreng Goreng/South Sea Islander heritage, to launch a new label that promotes Indigenous music.

Irruk Birruk, the name of the new label, stems from the Yorta Yorta word for “yesterday,” with the new record label set to celebrate music from the past and protect Indigenous songs from being lost to history.

Irruk Birruk is a not-for-profit label that promotes Indigenous artists and music to a wider audience. Briggs and Linc Yow Yeh will nominate artists to join the label, with Media Arts Lawyers offering legal support, Universal Music Publishing delivering publishing, and Universal-owned Virgin / Ingrooves providing global digital distribution.

Over 150 recordings have been released under the label's platform, with distribution provided for artists like Coloured Stone and Dave Arden. The new platform is set to benefit many Indigenous artists whose music wasn’t around before streaming.

In a statement, Liam Dennis, the General Manager of Catalogue at UMA, said of the launch of Irruk Birruk: “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.”

Briggs added, “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.”

Linc Yow Yeh 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.

“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.”