Inertia Music’s label group rebrands to [PIAS] Australia, promotes Mari Stuart to head of marketing

Inertia Music’s label group will today become [PIAS] Australia.

The independent group was founded in 2000 by Ashley Sellers and Justin Cosby. It has since worked with the likes of Sia, Ben Lee and Neil Finn.

In 2017, it was acquired by [PIAS], further growing its footprint and bringing it into “one of the largest independent and privately-owned music companies in the world”. Once the sale was completed, managing director Tim Kelly departed.

The new [PIAS] Australia will be the local home of international acts including Arlo Parks, Black Pumas, Claptone, John Grant, Lord Huron and Two Door Cinema Club. Its local repetoire includes Jesswar, Annie Hamilton, Mildlife, Shady Nasty and FRITZ.

Managing director of [PIAS] Australia, Colin Daniels, said he couldn’t be more excited for the label group’s new chapter.

“We are proud to launch [PIAS] Australia with an incredible roster of artists and labels, cementing our place within [PIAS]’s unrivalled global network of world-class independent music. We look forward to continuing to build on the legacy of Inertia Music as we celebrate its 21st birthday this year,” he said.

In addition to the rebrand, marketing manager Mari Stuart has been promoted to the label group’s head of marketing. She will report directly to Daniels.

Replacing her as marketing manager will be Steve Holcroft, who back in 2010 was an intern at the group. Since then, he was worked in marketing at Sony Music Australia on a range of artists including David Bowie, Cosmos Midnight, RÜFÜS DU SOL and LCD Soundsystem, as well as a stint at Serenade.

The [PIAS] Australia team 

Holcroft will join publicists Fiona Priddey and Aisling Kissane, and digital manager Harry Hayes in the [PIAS] Australia team. Sophie Brown, in a newly appointed A&R and label co-ordinator role, and Anthony Goddard, who will oversee D2C and retail strategy as product manager, round out the team.

Inertia Group’s labels include elefant TRAKS, Heavenly Recordings, Inertia Recordings, Remote Control and Young Turks.