Trailblazing Australian Label Plastic World Reflects On 2 Years Of Local Goodness.

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Trailblazing Australian Label Plastic World Reflects On 2 Years Of Local Goodness.

With local Sydney label Plastic World, co-run by Astral People nice guy Vic Edirisinghe and former Future Classic and longstanding FBi radio mogul James McInnes, set to celebrate two years of nurturing some of the states finest electronic acts, I caught up with the latter to discuss the in’s and out’s of their ‘whirlwind’ project.

SR: Firstly gents, congrats on the 2 year anniversary of your lovechild Plastic World. How did you two come about starting the imprint?

JM: Thank you! Honestly it was just and idea that Vic floated out there one day. I think he was asleep on my couch after a big night and was like ‘Hey McInnes…should we start a label?’ And I say ‘Hmmmm… Yeah!’. Think I drew the logo that day. We call him the happy guy, hopefully you feel like this when listening to our music or at our parties.

SR: I know that the personal development of your artists is of paramount importance to you two; with a strong focus on ensuring the people you sign are not merely a commodity, but a member of the Plastic World family. How have you ensured this philosophy is maintained?

JM: It definitely is. I think you see a lot of labels overseas that just go around grabbing hot artists, out out a record, see if it sticks and if it doesn’t they move onto the next thing. So if we approach an artist or the other way around we always make sure our personalities click, that we can actually sit down face to face regularly and that we both have a passion and vision for their music! Partying with them probably helps too.

SR: Plastic World now boasts 10 artists on its roster. How do you two go about finding artists? Is it a matter of scouting soundcloud and alike, or attending shows frequently?

JM: Vic manages a bunch of awesome acts at Astral People so he’s always got his ears and gmail open. Often artists already on the label say ‘hey we have a friend making stuff too’, so we check it out and turns out yet another gem has been hiding in one of Australia’s bedrooms making tunes. Hot tip: if you are sending  demos out please make sure it’s on a private soundcloud stream and (if possible) downloadable!

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SR: The label began with Alba producing the first release and now two years down the track you’ve got the likes of Retiree, GL, Savoir and Hugo Frederick also on your book. How do you feel you guys have evolved as a label since Alba’s 12″ effort?

JM: I think we exploded out the gates int he first year, then in the second year we took all the learnings and tried to make sure we were running a really tight ship with big plans to grow our artists and push the sounds of the label more. This year we’re keeping the energy up, getting a bit more loose again and releasing loads more heat.

SR: James you’ve been a presenter for FBi radio for 10 years now and worked with the much heralded Future Classic team before diving into this project with Vic, who had been running Astral People. How have you guys combined your skill set to direct your label? Are there certain areas left to one of you, or are you guys very much a tight pairing working on each aspect together?

JM: I think Vic and I work well because we’re a yin and yang. He’s out there hustling and meeting people while I’m on the internet updating websites and punching away at excel sheets. But we always come together on A&R and making a plan to get the most out of new music and artists. Think that dynamic is really important for a business, for creativity and just keeping the flavour in the label.

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SR: Running a label is such a personal and emotional undertaking. How have you found the experience so far?

JM: I would say a whirlwind. We have learned a buttload in these two quick years and can’t wait for 2016 to kick in. There have been loads of highs and lows, and you know what it’s hard to keep the energy and fire burning, but all it takes is hearing one of the songs on the radio or seeing one of our records in a record store or someone saying ‘oh I love that track’ to take a second and just go ‘fuck, we’ve built something now, let’s keep killing it’.

SR: Two years down, multiple parties and releases later, what’s been your highlight?

JM: Oooo that’s a tough one. It might have been the Marrickville Bowl party with Tuff Sherm and Cassius Select. Vic and I were setting up all these subs and thinking… will this work? These guys are incredible but would people travel all this way to seem them play in the huge RSL? This place is a vibe.

Truly blown away to see the turn out and how late everyone partied. Everyone there rinsed it! I think we made a lot of new friends and fans.

SR: What’s on the horizon for Plastic World moving forward?

JM: Compilation with some of the sickest artists emerging from Australia, albums from GL and Retiree (fingers crossed) and a few EP’s from some familiar Sydney faces.

Plastic World’s 2-year birthday party will be celebrate at the fabled Chippendale Hotel this coming Saturday the 16th of January. For all the details follow the link: https://www.facebook.com/events/1937073709850213/

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