Believe and Immortal Music Group Partner on New Heavy Music Label

Global artist development company Believe has teamed with Australian management company Immortal Music Group (IMG) to launch a new heavy music label.

The details:

• The “flexible, artist-first” label will operate under the IMG umbrella and share the name of its parent company.

• It seeks to identify, develop, and amplify the next generation of Australian heavy and alternative artists globally.

• The partnership will combine IMG’s artist management expertise with Believe’s global distribution infrastructure, local market expertise, data-driven technology, and international artist development capabilities.

• The label will initially focus on developing a select roster of priority releases, alongside a broader pipeline of emerging artists.

• Its debut release came in August with an EP by Brisbane hardcore act ZUKO, with Reliqa the next act to release through the label.

Backstory:

• IMG was founded by Chris O’Brien (Head Promoter at Destroy All Lines) and Josh Smith in 2019, initially under the Open Door Management banner.

• The company is home to Australian artists such as Northlane (of which Smith is a member), Make Them Suffer, In Hearts Wake, RinRin, Yours Truly, and more.

What they said:

• Mick Tarbuk, Country Manager AUNZ at Believe: “IMG has built an exceptional roster and a genuine understanding of what it takes to develop Australian heavy and alternative artists with global ambition. What makes this partnership particularly exciting is that we’re not simply providing distribution, we’re building something together. We can combine IMG’s artist relationships, creative vision and genre expertise with Believe’s global infrastructure, technology and market expertise to help take that vision beyond Australia and onto the world stage.”