Hot Seat: Making It In The Music Industry… with Nathan Lovett-Murray, label owner

TMNhas revived Hot Seat to offer our young industry subscribers an insight into what it takes to make it in the music business.

Since leaving his career as an AFL player, Nathan Lovett-Murray has been busy as the founder and boss of Payback Records. Founded in 2008, Payback specialises exclusively on Indigenous Australian hip-hop with a strong focus on protecting Indigenous rights through music and culture. Its artist roster includes local acts Yung Warriors, Alter Egoz, Little G and Johnny Mac.

The former AFL-star-turned-music-mogul chats to TMN about establishing his first record label, hunting for new talent and his advice for aspiring Indigenous musicians.

What prompted your move from football to the Indigenous music industry?
I wanted to help young Indigenous rappers get the opportunities they deserved because of the talent they had in rapping. No one else was doing this, so we set up Payback Records to give young Indigenous people a voice through hip-hop music. The fact that I’d done so well out of AFL football also made me think about how I could Payback to my community. I have a love of hip-hop and its ability to communicate significant messages, [and so] I came up with the idea of Payback Records. As the label name suggests, it’s my way of giving back.

What experience have you had with the music industry prior to launching Payback Records?
Not much experience. I started off working with the group Yung Warriors and their manager, learning the business side of the music industry. From there, I got into music management and then set up the label. It’s been a magical mystery ride ever since but I get enough good outcomes that keep me motivated to keep on keeping on.

What are you looking for when potential artists are looking for a record deal?
Firstly I am looking for talent – that’s obviously the most important thing. But I also look at the relevance of the artist, to ensure that what he or she has to […] communicate is honest and relevant, and deserves an opportunity to be heard. We work with artists that can promote their culture through their music and have a positive attitude and effect. But also artists who understand what it takes to be in the industry, and not only understand that but can step up into what is a tough playing field. Drive and motivation is equally as important as talent in that sense for us.

Payback Records has been operating since 2008. What’s the most valuable lesson you’ve learnt about being a label executive?
Picking the right people to work with, and to invest my time and money in. Working with people that have the same vision/dreams you have and want to make the most of the opportunities that are presented.

What would you say is Payback’s greatest achievement to date?
Watching Philly perform at the NIMA Awards in Darwin last year blew me away. That stage is one of the greatest in this country, and to see such a young artist who hasn’t even stepped on to a stage of any note – stand up on the NIMA stage and do his thing blew me away. I had a similar experience watching Yung Warriors perform Standing Strong at The Deadlys in the Sydney Opera House; it’s awesome to see these guys up there. The radio support from Triple J has been a great achievement as well. We were thrilled when we got news of Philly’s addition the week of the singles release. His song Dreamchaser sums up what made me want to invest time and energy into. You should check it out.

What do you tell yourself when the label experiences a setback, or when things don’t go to plan?
To always think of the bigger picture and to keep moving forward. There will always be set backs, but its how you bounce back from those to keep moving forward and believing in your vision/dream. I was given a great piece of advice once: it’s not what happens to you in life, it’s how you deal with it. I always remember that when a setback presents itself. What also comes to mind is that in the Chinese culture/language, the symbol for crisis is exactly the same as the one for opportunity. The theory being that with crisis comes opportunity. At the end of the day, life has its ups and its downs so I just keep my focus on the vision and grapple for positivity at all times.

Do you have any advice for aspiring Indigenous artists?
Never give up and believe in your dreams because they will come true if you work hard, stay positive and believe. Keep working on your craft, building your fan base and being honest to yourself. Also if you really want something, you gotta put in the hard yards – it’s that type of business – so know that when you sign on…or don’t bother.

What’s your advice for those who want to break into the record label industry?
How can they go about building contacts and networking? Best advice would be to make the most of the opportunities that come your way and to get out of your comfort zone and meet people in the industry that have been successful long term. The world is full of opportunities but you need to be out and about in it to be open to the full extent of possibility.

What would you say to 2008 Nathan Lovett-Murray, who is just about to launch his record label?
Be very cautious with how you invest your time, money and energy. When making a decision weigh up all the options, the pros and the cons, and most importantly, don’t forget to tap into what your intuition is telling you. Often if the vibe feels good, it is good. If there’s something narky going on, tread carefully and don’t let ego dictate your next move. Think with the heart as well as the head.