POPFRENZY RECORDS
Popfrenzy Records is our exciting record label. The team has hunted down undiscovered gems from around the world, in every genre from lo-fi dream pop to angular art-punk to the plain, down and dirty punk. Rather than being stuck in a niche, Popfrenzy is releasing the best of the whole spectrum.
The label has the advantage of knowing which releases have a strong street following, and being able to identify the acts that will appeal to a whole range of scenes. We know, because we see what people request, and get down to every week. It allows us to provide both artists and fans with exactly what they are after - even if they don't know it yet.
For artists, Popfrenzy offers more than just a release. With a strong background in tours, Popfrenzy gives our artists the ability to tour Australia and New Zealand (often way too hard for smaller acts, and those who are trying to build a fanbase) and sell out shows, with the invaluable support of having their tracks played on dancefloors in the lead up. With a strong presence in local underground media, Popfrenzy helps create the hype - and more importantly, helps build a local following.
Popfrenzy does this by showering fans with extra tidbits they can't find elsewhere, like bonus tracks and video on international releases, and by giving them more info and better access to the artists in local underground media. We can also give fans the ability to be involved with street teaming for their fave acts from far away. Locally, it's an advantage to be able to back up a strong release with a tour - for fans in this far flung part of the world, this is an exciting rarity.
That's the Popfrenzy point of difference. We only choose releases that are one step ahead of the trends, and then we set about building the market here - through our established events, and knowing how to target listeners through the right mediums - and by building confidence in the quality and diversity of our releases.
The first four releases on Popfrenzy stick to this ethos: US acts Xiu Xiu and Les Savy Fav couldn't be more different, but they are each the most exciting acts around in the art-pop and indie-punk scenes. Scotland's Camera Obscura and England's The Clientele bypasses this angsty cutting-edge to make dreamy, lo-fi pop to melt the heart. The only thing that ties them together is that they will all be sure to secure a devoted following in Australia - which is where Popfrenzy comes in. Stay tuned for information on more upcoming releases.
Since then we've continued this trend with releases from Of Montreal, Gossip, Danielson, Erase Errata, Black Mountain, Matt & Kim and The Radio Dept. Over the last 12 months we've also begun working with local acts on a worldwise basis starting with our first signing, Institut Polaire who've already achieved great things including being awarded Triple J's Western Australia Unearthed and being nominated for a 2007 J Award.
POPFRENZY PRESENTS
This is the touring side of our business and is just another example of how many fingers we have in the pie. Over the last four years we've helped present tours/one off gigs for the likes of Blonde Redhead, Gossip, Cansei de ser Sexy, Patrick Wolf (twice in '07), Les Savy Fav ('04, '06), Camera Obscura, The Hold Steady, Xiu Xiu, Pretty Girls Make Graves ('04, '06) and countless others. We're endeavouring to bring more quality live acts downunder in the upcoming future.
Whilst we are no longer putting on regular parties there are plans in 2008 to start putting on a few one-off events similar to the Popfrenzy Prom in 2004 and the two NYE parties we co-presented with the fine folks at Frigid in '04 and '05.
THE HISTORY
Popfrenzy began during the late summer of '99 where our first night made its bright and wide-eyed debut at the Paradise Club, a dodgy den in the centre of Kings Cross, Sydney. Picking up the pieces of a J-Pop night left behind by two skinny Japanese boys we'd met as they quarrelled with a Jamaican junkie, our first night became known as Toyko Fantastic Pop.
From then on we've organized everything from comic book launches to movie fundraisers, themed parties, local live bands and international acts. It hasn't always been a smooth ride as through the years we've moved from venue to venue, digging our heels in where ever we were able. Dedicated followers will vouch that we've been from pubs to clubs, warehouses, cafes, backyards to rooftops and even family restaurants!
We welcome and encourage new talent to help us out, from web and graphic designers to bands playing their very first show to DJs who have never actually DJed before (but we turn them pro!). Our nights and shows aim to emphasise the essence of fun and freshness, stamped with a Popfrenzy thumbprint.
Remember those $2.70 schooners at Recess Teacher's Club? (Perhaps you were all too drunk to...) Or those Popfrenzy games you'll only ever play once such as the plasticine modelling competition based on Belle & Sebastian song titles. Ping pong on the dance floor, graffiti wallpaper, giveaways and of course all those nights we encouraged you to fatten your bellies and rot your teeth with free cakes and lollies. Ever since that fateful night during the summer of '99, other clubs and events have come and gone but rest assured, Popfrenzy is here to stay.
CONTACT
Write to us at info@popfrenzy.com.au