Inertia Music Acquired By [PIAS] Australia In New Partnership Deal

Revered local label and distribution business Inertia Music has been acquired by world-renowned music company [PIAS] to take effect in the first quarter of this year, the organisations have announced.

Billed as a "strategic partnership", the acquisition will see [PIAS] — a company with 35 years of history and experience across three core international divisions — assume ownership of Inertia Music from 1 April, with the local indie set to take over representation of [PIAS]'s artist and label roster in Australia.

The new deal will not impact Inertia's existing staff — including chief executive Colin Daniels, who retains his role going forward — nor artist clientele, with representatives adamant that Inertia's structure will remain unchanged as they pursue "business as usual" in the lead-up to, and wake of, the agreement with [PIAS].

The acquisition will not extend to the other entities in the broader Inertia Group either, which encompasses Handsome Tours, Collective Artists, GAGA Publishing and Fairgrounds Festival. Instead, the primary change that awaits Inertia is the added benefit of broadened international exposure and resources that come with teaming up with the global veteran.

For the label's artists — a roster that includes the likes Ali Barter, Angel Olsen, Baauer, Bec Sandridge, Big Scary, The Delta Riggs, Elizabeth Rose, GL, Hockey Dad, Japanese Wallpaper, Kucka, Sia, Tigertown and more — this can only be a positive step.

"Inertia's mission has always been to empower artists independently, a vision and passion that we share with [PIAS]," Inertia co-founder Ashley Sellers said in a statement. "This partnership will plug Inertia Music's existing operations into the world-class services offered by [PIAS], strengthening our connection with the international stage for our incredible roster of local artists."

Along with co-founder Justin Cosby, Sellers and Daniels will be key figures in the transition to, and acceptance of, the new status quo, with [PIAS] co-founder and chief executive Kenny Gates effusing of their arrival: "We are very excited to have Ashley, Justin, Colin and the whole Inertia team joining the [PIAS] network and family."

"[PIAS] and Inertia share the same values and vision for our industry and that is why our new partnership is such an obvious and natural fit," Gates said in a statement. "The attention, the focus and the investment we both put into the artists and labels we represent is our raison d'etre.

"Over and above the focus we both have for building a strong and prosperous business, we believe there is a heartbeat that pulses through our shared passion for music. The combined offering of the [PIAS] network and Inertia's expertise and experience will make a true difference for the independent community in Australia and New Zealand."