Case study: Sheppard’s independent path to #1

Sheppard, as evidenced in the latest chart rundowns, have become the first Australian indie act in almost a decade to hit the top spot on the ARIA Singles chart, with their second release Geronimo also currently sitting atop the iTunes singles charts.

Released through the band’s own Empire of Song label and Chugg Music – and distributed through indie distributor MGM – the Brisbane-based band has also benefitted greatly from Chugg’s involvement in scoring live dates, and appointing an overseas booker.

This interest has also led to a deal with UMG-owned Decca in the UK. A label long associated with releasing heritage artists, the deal signals a seachange for the label in its ambitions to align itself with contemporary music. It is also the label’s first ever Australian signing.

Chugg told TMN, “Decca is one of the world’s great labels. The history of the place and the backing of Universal gives us great confidence that they are the right home for breaking Sheppard worldwide. The band are fiercely independent, so have remained indie for Australia and New Zealand, but having Decca on our team and joining their roster with bands like The Lumineers for our global release is very exciting.”

Geronimo jumped from #18 to #1 on the charts this week, after debuting at #28 three weeks ago. Propelled by airplay across a number of commercial networks (it currently sits at #9 on TMN’s Hot 100), the album release – scheduled for this July in Australia – will be brought forward and synchronised with other key territories to meet demand.

The band has just returned from playing MusExpo in Los Angeles and will play a couple of dates supporting Michael Franti in Sydney and Melbourne.