Well it's ElevenfiftySeven
Author: Kent Waldorf
It was sure nice of Elemeno P to provide them with a pop radio soundtrack, but Auckland-based record label ElevenfiftySeven are happier playing in the hard core/punk market.
ElevenfiftySeven have grown dramatically over recent years and now represent some explosive and dynamic bands including This Night Creeps, Cold By Winter and Kitsch. They were also responsible for releasing the two Bleeders’ EPs before the band signed to Universal. Not a bad line-up, considering that ElevenfiftySeven’s founder Dean Cameron had no idea what a distributor was when he first started out in December of 1997.
"The label was formed solely to release music for a band I was playing in at the time named Balance," explains Dean. "It wasn’t a full time label as such."
The motivation for the label came from the niche hard core/punk market lacking in recognition and direction. The name came from a street address of a house Dean lived in and Balance’s album ‘One Existence’ was the label’s first release.
An important characteristic, which could be seen as responsible for the label’s growth and credibility, is the selection process when taking on a new band.
"Firstly I have to be a fan of the music because if I am going to inject so much time I have to have a passion for their music. It’s not like I’m going to push something I don’t believe in.
"The band also needs to have a strong work ethic and be prepared to tour. Also they need to be good people."
There is a genuine sense of community between ElevenfiftySeven and the label’s bands. This is not completely uncommon in the music business but for this relationship to be described as "one big happy family", it sounds as if Dean’s management style is a winning one.
"As I see it, I work for the bands so they are my boss so to speak. As they put so much time into making the music I want to do right by them and do the best I possibly can to get their music heard."
ElevenfiftySeven currently has a distribution arrangement with Shock Records here in NZ and a number of licensing arrangements in place with small labels overseas. The future will hopefully see the label gaining stronger international connections, to give the bands more of an opportunity to tour internationally.
The Bleeders ‘A Burning Heart EP’ has been the biggest release so far with 3500 sold to date. Kitsch’s ‘The Burning Ground’ is in stores on August 15 and look out for a future release from "a very exciting new act" Cobra Khan which involves Milon Williams from Sommerset.
