Andrew Klippel on Ourness, Royel Otis, and the 'Golden Age' of the Music Business

Table of Contents

1. Key Highlights
2. Introduction
3. The Birth of Ourness: A New Vision for Music
4. Spotlight on Success: Genesis Owusu and Royel Otis
5. Challenges in Today's Landscape
6. Ourness's Future: Expanding Horizons
7. Conclusion: A Golden Age for Music
8. FAQ

Key Highlights

• Andrew Klippel and his partner Beck Quade founded Ourness to prioritize artist development with a focus on authenticity and global reach.
• Ourness has already seen significant success with artists like Genesis Owusu and Royel Otis, both of whom have achieved major streaming milestones and critical acclaim.
• Klippel believes the music industry is experiencing a "golden age," marked by innovative ideas and passionate artist development despite the complexities posed by the digital landscape.

Introduction

Imagine a world where the creative spirit reigns supreme over algorithms and data analytics, where the essence of artistry is cultivated rather than merely monetized. This is the vision Andrew Klippel has for his boutique music label, Ourness, based in the vibrant suburb of Bondi Beach, Sydney. Klippel's journey through the music landscape has equipped him with a unique perspective, one that combines years of experience with a commitment to nurturing genuine talent.

With Ourness, Klippel aims to shift the focus of the music industry from momentary trends to sustainable artistry and artist development. In an era bustling with rapid technological changes and shifting consumer behaviors, this philosophy resonates deeply. Klippel’s experiences, spanning from navigating the chaotic waves of the purest punk rock to producing chart-topping hits, lend him a credibility that positions him both as a trailblazer and a beacon for aspiring artists in today's saturated music marketplace.

This article explores Klippel's aspirations for Ourness, the success of its current roster, including rising stars Genesis Owusu and Royel Otis, and why he believes we are living through a transformative period in the music business.

The Birth of Ourness: A New Vision for Music

From Musician to Entrepreneur

Before Klippel became the co-founder of Ourness, he was an artist in his own right. Trained in classical and jazz piano from the age of six, Klippel immersed himself in various musical styles, ultimately transitioning into production and publishing. His early career was marked by signing major acts such as The Veronicas and Empire of the Sun, where he recognized the immense talent within Australia that deserved a global stage.

However, the industry began to shift dramatically with the rise of streaming platforms. Klippel recognized this upheaval as an opportunity rather than a threat—the chance to carve out a space where artist development would be prioritized, and where creatives could flourish without the constraints often imposed by record labels.

Establishing Ourness

In founding Ourness alongside Beck Quade, Klippel envisioned a label that eschewed the conventional model of signing numerous artists for mass-market appeal. Instead, Ourness focuses on a handpicked selection of exceptional talent, providing them with not only financial backing but also guidance and creative freedom. This comes with the understanding that genuine artistry takes time to develop.

"Our philosophy centers around artist development, music first and foremost, and customizing teams to help build a strong sense of cultural identity," Klippel stated in an interview. The commitment to an artisan-like approach resonates throughout their marketing and branding strategies, creating an atmosphere that invites creativity and authenticity to thrive.

Spotlight on Success: Genesis Owusu and Royel Otis

Genesis Owusu: Breaking Barriers

Genesis Owusu’s debut album, Smiling With No Teeth, released in 2021, epitomizes the values Ourness upholds. The record not only garnered several awards at Australia’s ARIA Awards—including Album of the Year—but also marked a historic moment in Australian music history. Owusu became the first Black Australian artist to win this prestigious accolade.

His innovation stems from blending genres seamlessly, allowing his music to resonate widely, and his performances are charged with electric energy that captivates audiences. Klippel’s belief in Owusu’s artistry and vision has played an instrumental role in propelling the artist to new heights in a market that often favors formulaic approaches.

Royel Otis: Waves of Success

Bondi Beach natives Royel Otis are another prime example of Ourness's commitment to unique artistry. Their singles, such as Going Kokomo and Sofa King, which received extensive airplay and streaming success, have affirmed their potential within the global music scene. Their cover of Sophie Ellis-Bextor’s Murder on the Dancefloor achieved viral success, topping the US commercial alternative radio charts, and their interpretation of The Cranberries’ Linger racked up close to 100 million streams.

The partnership with major label Capitol Records has expanded Royel Otis's reach and resources. Klippel emphasizes their distinct sound and authenticity, qualities that are paramount to Ourness's mission. He notes, “You have to keep them as Royel Otis as possible while realizing their potential.”

Challenges in Today's Landscape

The Complexity of the Music Business

Despite his optimistic view of the music industry, Klippel does not shy away from acknowledging the challenges that independent labels face. The complexities of navigating a landscape dominated by digital technology require a multifaceted skill set. The present era demands a balance between creativity and business acumen to thrive.

Klippel notes, “There's so much opportunity, but it requires an extraordinary amount of experience. The nature of the music business is extremely complex, where decisions have to prioritize the artist’s best interests.”

The Role of Digital Marketing

Digital marketing has emerged as a critical pathway to an artist's success. With traditional promotional methods rapidly evolving, the stakes have escalated for independent labels. Klippel sees immense potential in areas like A&R and digital marketing. “You have to stay focused on your own developments and create your unique path,” he adds.

The power of social media and digital platforms signifies that today’s artists have more avenues than ever to connect directly with audiences. However, with these opportunities come obstacles, including market saturation and the need for brands to authentically align with their audience.

Ourness's Future: Expanding Horizons

Investing in Artist Development

Looking ahead, Ourness is focused on expanding its artistic roster while maintaining its core philosophy of artist development. Klippel remains vigilant about seeking out unique talent without diluting their brand's message—a commitment that requires time and patience.

As they venture deeper into the digital realm, Ourness aims to harness the capabilities of emerging technologies to facilitate more profound connections between their artists and fans. The strategies and creativity surrounding new releases are tailored to amplify their artists' stories authentically.

Broader Cultural Impact

Klippel envisions that Ourness will also shape other culturally relevant spaces by integrating music into diverse platforms, potentially expanding into multimedia projects that resonate with broader audiences. Such ambitions not only aim to ensure sustainable success for their artists but also position the label as a key player in the industry, capable of impacting the cultural landscape.

Conclusion: A Golden Age for Music

Klippel’s assertion that we are living in a "golden age" for the music business is based on a burgeoning crop of visionary artists, innovative ideas, and the accessibility of music production and distribution. The transition to a model that values artistry over mere marketability marks a significant shift.

For Klippel, success is not just defined by record sales or chart positions; it is about cultivating a legacy. Collaborating with artists to create movements and defining moments in their careers encapsulates the essence of what Ourness stands for—a commitment to authenticity and a passion for music that resonates across generations.

FAQ

What is Ourness?

Ourness is an independent music label co-founded by Andrew Klippel and Beck Quade, focused on artist development and crafting authentic music experiences rather than merely chasing trends.

Who are the key artists associated with Ourness?

Current key artists include Genesis Owusu and Royel Otis, both of whom have achieved significant recognition and streaming success.

What sets Ourness apart from other music labels?

Ourness emphasizes a boutique approach that values deep investment in a select number of artists, fostering authentic artistic expression and customized marketing strategies.

Why does Andrew Klippel believe we are in a "golden age" of music?

Klippel sees a surge of creativity, innovative marketing strategies, and a new generation of executives challenging the status quo, paving the way for transformative experiences in the music industry.

What challenges do independent labels face today?

Independent labels grapple with a complex landscape shaped by digital transformation, requiring skills in artist development, marketing, and an understanding of evolving consumer behaviors to succeed.