The Valley View way to discover music


This week we dedicate our spotlight to one of of the most inspiring curators we’re fortunate to be collaborating with - Valley View Records.

Hailing from Perth, Australia, they’re doing a bunch of pretty awesome stuff with musicians, visual artists, and with promoting new music and curating playlists with their latest discoveries!

We were curious to hear out their story and their take on today's’ shifts and trends in the music industry, promotion and music discovery, so we sat Matt from VVR down to hear what’s on their mind :)

Tell us a bit about your label, what motivated you to start your label, and how long are you around?

Matt: "Valley View Records was launched in September 2017 as a platform where I could assist artists in gaining more exposure with their music by utilising some of the contacts and experience I had earned as an Indie artist and motivated industry member... I have always had a passion for music and entering adulthood gained a keen passion for business, so it felt like a natural step for me to start a label. The only area I was lacking was the visual arts component of label services but was lucky enough to have Clayton Popa fill this role as our Creative Arts Director. He is an award winning painter and graphic designer so it certainly helps having that talent on board!"

valley view records, record label, playlist curator, spotify playlist

What's your vision for the label and your artists?

Matt: "As cliché as it sounds, we are very much about the music and being an artist run label... Our vision is to continue our growth plan for the label, reaching and engaging a larger fan base and provide our artists with an exceptional platform to get their music heard. Part of this plan is also growing our Spotify presence which we have really only started to do over the last few months.. It allows us to add and promote a heap of other artists we discover and lov

e who are not signed to our label but simply make great music we feel deserves more attention. The idea being to build more of a community around the label rather than an out of reach commerce centred platform."

As a label, what do think are the upsides of using human music curation in general, and Spotify playlist curation specifically when promoting a new track/album/EP?

Matt: "As a label, we create our own playlists for the simple fact we can choose the exact mood, soundscape and artists we want to promote. Having these playlists accessible for public consumption allows us to pitch our brand to listeners on a different format, which is nice. Also, having our playlists accessible for artist submission allows u