Australian non-alcoholic beverage company, Heaps Normal, launches record label to support local musicians.
Heaps Normal has branched out from non-alcoholic drinks after announcing the launch of an in-house indie music record label, Heaps Normal Records.
The label is designed to bolster Australia’s struggling music scene with an emphasis on “making records that would otherwise not get made.” 
Each quarter, Heaps Normal Records will spotlight emerging local artists, and front the costs of producing vinyl and exclusive merchandise, in addition to supporting national tours and collaborations with venues and artists.
Products will be sold through the label’s website, with the remaining inventory gifted to the artist for independent sales. Profits retained by artists can then fund future projects.
The company’s non-alcoholic beer will be distributed to key live music venues and artists nationwide as part of a “rider support program,” underscoring its commitment to the music industry.
“We want to bring together all of our work in and with the music industry, to build on the investments we’ve made in the music industry over the past four years, to make the records that might not have otherwise been made, and give a leg up to musicians building their profiles.”
Heaps Normal CEO and co-founder Andy Miller.
This quarter Heaps Normal Records is spotlighting Sydney/Eora artist Barb, a recently formed inner west space-metal band, whose capsule release comprises a limited edition 7” vinyl record.
“This kind of support for bands is something that I feel that any ‘music-focused’ brand should get behind as the Australian music industry needs that kind of assistance right now.”
Barb’s frontman Akira Alvarez
The venture is supported by UNIFIED Music Group’s Community Music platform, which will assist with digital distribution and channel management.
Since launching in 2020, Heaps Normal has supported over 300 gigs and donated almost $100,000 to music charities including Support Act.
