Reservoir Records takes on gender and artist inequality

‘What makes you think a female-led indie label, launching with a gay artist and a ballad, is going to work?’

According to Gem McCormack, founder of Sydney label Reservoir Records, this is just some of the feedback she received on the announcement of her new “artist-friendly” endeavour. A remark, no doubt, that buoys McCormack’s belief in the need for such an enterprise.

The first single released on Reservoir was anthem for love, Run To Youby Australia’s Got Talent runner-up Greg Gould. The track marked Gould’s re-introduction to public consciousness as a gay man, following what McCormack describes as the suppression of his sexual identity by producers on the talent show.

Greg Gould

As one of the few female label heads in Australia, McCormack plans to make Reservoir predominantly female run, an indelible rejection of the music industry’s glaring gender inequality.

“I’m surrounded by capable, intelligent thoughtful women who really push me. If I can employ a woman over a man, I will. I’m totally bias,” McCormack says, while sitting at the TMN offices.

“I want to be the most successful female-run label in the world,” she says confidently. “[…] I also want young girls to feel welcomed, to feel like this is something that they could do.”

On Wednesday McCormack will launch her label Reservoir Records with a four-act showcase, featuring: Max Jackson, Ava, Greg Gould, and Grammy winner Printz Board. As McCormack points out, Board’s name may not be as recognised as some of his Black Eyed Peas counterparts, although his contribution to that group was just as significant. Board was a producer, songwriter and musical director for the multi-platinum selling group, and for Fergie on her solo record The Duchess. He even joined the Black Eyed Peas on tour and onstage, playing trumpet, keys and performing backing vocals.

Notably, McCormack’s tunnel-visioned goal to change the Australian music industry was mirrored by Board. Board is currently splitting his time between Sydney and Los Angeles, searching for a local lineup for his all-female rock band, the Board Members. He’s also just signed a management deal with Reservoir and will moonlight as the label’s mentor and producer.

“Gem is a bulldog sometimes, but that’s what it takes to knock down these doors in a heavily male dominated industry,” Board says. “Her and I both agree that there need to be more women, and more women given the same opportunities, in this business. We will change that,” he adds. “It starts with her attitude and aptitude, blended with my drive, wisdom and desire.”

McCormack first met Board whilst visiting New York Citybackstageat a Macy Gray concert. She was interviewing Gray for her soon-to-be-released book, a collection of tips and artist anecdotes for fledgling musicians. Board later partnered with McCormack’s Sydney-based media and marketing company Digital Wagon for his own solo rock career. McCormack describes the pitch of Reservoir Records to Board as “easy”.

“We just connected,” smiles McCormack. “We have this great working relationship; we have all the same favourite songs and all the same beliefs around the industry.

“I think for someone to have had that success and to have it not dampen his hunger at all, I love that.”

Gem McCormack & Printz Board

Reservoir Records is unique in more than just its mission. It doesn’t lean on the major label system for its distribution, nor its publishing – it does all that in-house. It doesn’t outsource producers, photographers or graphic designers either. It’s largely a family affair: her father Rod McCormack, the country music artist with over 30 #1 country hits, helms production out of his studio The Music Cellar on the Central Coast of NSW; her stepmother Gina Jeffreys, aka Australia’s Queen of Country, is the label’s songwriting mentor; and her grandmother, a past editor and strong feminist influence on McCormack, has also been brought into the fold.

McCormack also has strong ties to L.A. through her mentor, Tenth StreetEntertainment President Chris Nilsson. She sporadically works from Tenth Street’s L.A. office where she rubs shoulders with the artist managers for Motley Crue, Blondie and Duran Duran, and builds a US presence for Reservoir.

Much like McCormack’s take on sexism within the industry, Reservoir’s artist-friendly ethos demarcates her intention for a new phase in the label sector. Reservoir’s contracts outline a partnership between the label and its artists with McCormack’s success aligned with those signed to her roster.

“I’ve seen the very real impacts of a bad deal,” she says, referring to her upbringing around one of Australia’s most successful country music artists. “I’ve no interest in doing that.

“Every decision takes two sign-offs. One signature’s me and one signature is [the artist],” she adds. “There’s nothing done untoward behind their backs; there’s never recoupable expenses they don’t know about, it’s all a very open discussion. Our values and our goals are completely aligned.”

Whether McCormack’s ambition to change the game will be fully realised is yet to be seen, although if you believe Board, the co-writer behind Black Eyed Peas’ 4x Platinum global #1 Where Is The Love?, change is afoot.

“Gem is on a path for greatness,” he says. “She makes intelligent moves, and decisions that will impact the way this business operates in the coming years.”

A female-led indie label launching with a gay artist and a ballad might just be exactly what the industry needs.

Reservoir Records receives its launch on Wednesday at Rock Lily at Sydney’s Star Casino. The event will feature performances by Greg Gould, Ava, Max Jackson and Printz Board.

TMN is giving away 10 double passes to the launch to the first 10 people to emailpoppy.reid@themusicnetwork.com