Reece Mastin goes indie with Social Family Records

It’s been almost five years since pop artist Reece Mastin signed to Sony Music, now as TMN understands it, he has left the major on good terms to sign with Sydney-basedindependent label Social Family Records.

Speaking to TMN, Social Family CEO and co-founder Jake Challenor said: "Reece has such a clear vision and plan for his future, and we all felt that SFR was capable of executing it with conviction. There is a long term plan in play. Our arrangement also gives Reece the independence he is ready for, but with the support of our team and extended family at EMI/UMA."

Challenor and Mastin met through the label's Digital marketing agency Jaden Social during a time when Mastin was looking at his options.

"We have a very strong digital and social media team in the label via our agency, Jaden Social," Challenor added, "so it made perfect sense given Reece's fan-driven approach to reaching his audience online. The amazing reaction from his fans this morning via Facebook and Twitter is a testament to that."

Mastin signed to Sony Music Australia in 2011 following his win of the third series ofThe X Factor Australia. During his time with Sony, Mastin enjoyed two#1 ARIA singles – his 2011X Factorwinners singleGood Nightand the Platinum-certifiedShout It Out– and two #1 albums (his self-titled covers debut album reached #1 in New Zealand). His Gold-certified sophomore LP, 2012’sBeautiful Nightmare,featured the co-write with Benji Madden,Give Up the Girland the ARIA #2 trackShut Up & Kiss Me, penned by Mastin, Hayley Warner and Sony’s in-house production duo DNA Songs.

Mastin signed to Social Family earlier this week and is currently in a Sydney studio recording an EP, which will be distributed through EMI/Universal.

"We’ve heard the EP and album demos, and we’re so excited by the music," Challenor told TMN."His longtime fans will love the first single, and I’m confident he’ll pick up some new fans too. The whole team here are truly amped to be working with Reece. We did an impromptu performance at Universal yesterday for the sales team, and the positive feedback was unanimous. I hope it’s a big year for Reece, he’s ready for it and so are we!"

Mastin said in a statement: “I feel like I’m where I belong right now. I couldn’t be happier to kick off this new phase […] These last couple of years have been a real roller-coaster for me, a really amazing experience and I have learned a lot. I’ve had a lot of growing to do as an artist; I have been really working hard at trying to find my sound, and with the amazing support from my fans, friends and family I feel like I’m ready and in a great place.”

Mastin joins Amber Lawrence, Christine Anu, Jason Owen, Baby Animals, The Dead Daises, Steve Balbi, and David Campbell (via his label, Luckiest Records) on the Social Family roster.