State Champ Radio Secretly Distribution
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SYDNEY, Australia — Secretly Distribution has its sights set on APAC, with the launch of a new regional office.
Based in Sydney, Australia, the independent music group’s APAC activities are led by Max Thomas, who rises to head of APAC, after leading Secretly Group’s APAC marketing and strategy for the past four years.
In that time, Thomas led album campaigns for the likes of Mitski, Bon Iver, Bright Eyes, Faye Webster, Folk Bitch Trio, Khruangbin, Japanese Breakfast, Mustafa, Sharon Van Etten, Toro y Moi, Wednesday and more throughout Australia, New Zealand and Asia.
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With Thomas at the helm, Secretly Distribution will focus “on supporting artists and labels throughout the Asia-Pacific region,” reads a statement.
As the company expands its global footprint (Secretly has existing offices in New York, Los Angeles and London), Secretly Distribution promotes Chris Cannon to VP of international strategy, reward for guiding the business to 30% revenue growth overseas, across both digital and physical formats, in the past year.
“I am thrilled to be leading the charge as Secretly Distribution continues expanding our global footprint to incorporate our new APAC office,” says Cannon in a statement. “As our distributed label roster expands not only in size, but in genre, geography and customer profile, SD continues to adapt accordingly.”
The new structure, led by Thomas, means the business can “localize our service whilst adopting a proactive approach in response to the organic growth we can see in fast developing markets such as the Philippines, Indonesia and China.”
The opportunities for collaboration in these markets are “vast, and we have only begun to scratch the surface,” Cannon continues.
Based in London, England, Cannon has overseen the development of Secretly’s Latin American strategy, and launched Cargo Independent Distribution, which Cargo Records, Secretly Distribution and Beggars Group created as a means to maintain and promote an independent path to market for physical music in the U.K.
A new marketing and campaigns manager in Southeast Asia will be recruited shortly, and between them the APAC team will oversee priority releases across the SD roster, including those on Australia-based labels such as Chapter Music and Spinning Top, and New Zealand labels Lil’ Chief Records and Flying Nun.
The new team will also guide relationships with long-time APAC distribution partners such as Leaplay (Korea), Rocket (Australia), Rhythm Method (New Zealand), Southbound (New Zealand) and Ultra-Vybe (Japan), plus key local retail partners with which Secretly Distribution works closely.
Formed more than 25 years ago, Secretly Distribution is part of the Secretly Group, which is headquartered in Bloomington, Indiana and which is parent to the likes of Secretly Canadian, Jagjaguwar, Dead Oceans, and Merge Records, through a 50% stake acquired earlier this year.
The distribution specialist recently struck a global partnership with high-quality vinyl leader Org Music; renewed its deal with Asthmatic Kitty Records; signed a global deal with Geoff Barrow and Redg Weeks’ Invada Records; scored a nomination for Distributor of The Year at the 2025 Libera Awards; and announced a global deal with Third Man Records.
The latest ARIA Albums Chart features, for the first time, an entry from Frankston, Victoria indie rock band the Belair Lip Bombs, the first Australian act signed to Third Man Records. The Belair Lip Bombs’ sophomore set Again opened at No. 25 on the national tally.
Secretly Group has announced a partnership with Merge Records as the veteran indie label’s co-founder and co-president exits the business.
The announcement sees Secretly co-founders Ben Swanson, Chris Swanson, Darius Van Arman and Phil Waldorf acquiring a 50% stake in the company. Meanwhile, Merge co-founder Mac McCaughan will continue in his role as label president and head of A&R, though co-founder and co-president Laura Ballance will leave the business.
Other Merge staffers maintain their roles within the company, including label director Christina Rentz, Merge marketing director Jamie Beck and head of digital Wilson Fuller.
Merge was founded by MacCaughan and Ballance in North Carolina in 1989 as a means of independently releasing music made by those within their immediate circle of friends. This included groups such as MacCaughan’s Bricks and Wwax, alongside Metal Pitcher and Superchunk, which both featured MacCaughan and Ballance as members.
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Merge would attract plenty of attention throughout the ’90s and ’00s thanks to releases by bands such as Neutral Milk Hotel, The Magnetic Fields and Arcade Fire, with the latter proving to be a breakout success in the new millennium, giving the label their first appearance on the Billboard 200 with 2004’s Funeral, and first chart-topper with 2010’s The Suburbs.
“We continue to be inspired and amazed by the musicians we work with,” MacMcCaughan said in a statement. “I have known many of the people in the Secretly world for decades, and I know that they share Merge’s dedication to artists and getting their music into the hands of as many people as possible.
“We have seen this in action working with Secretly Distribution’s international team since 2012, and are excited about what the future looks like with the strength and experience of Secretly Distribution working for Merge artists around the world, and now here at home. I know Laura has her own exciting future ahead, and I am excited to continue and expand upon the label we’ve run for 36 years.”
“It was never my goal to start a record label when I was 21 and run it for the rest of my life,” Ballance said of her exit from the company. “I have been doing this for 36 years now. Life is short. There are other things I have always wanted to do: make more art, travel for fun, volunteer more, write a book and lots of other things that being so entrenched in running a business does not allow me to do.
“Merge Records started as a literal bedroom label, in my bedroom, and lived there for a few years before we were able to give it some space of its own. It has always been a labor of love. I am going to miss it and all the people and bands tremendously.”
“When we heard that Laura was looking to move on from Merge, we immediately engaged in conversations with Mac and Laura about what a new partnership with Secretly could look like,” explained Waldorf, Secretly co-founder.
“We looked up to Merge as we started our labels. We are not just fans of the music they’ve released, but their independent ethos and commitment to being an artist-first company,” he added. “Becoming a partner in Merge is beyond a dream for me – I saw Superchunk for the first time when I was a teenager, before I even knew you could have a full-time job in independent music, and attended Merge’s 5th Anniversary celebration at the Cat’s Cradle while I was a college student in Athens, GA, making this a real ‘pinch me’ moment three decades later.”
As MacMcCaughan noted, Merge has already been working with Secretly Group’s sister company Secretly Distribution for marketing and distribution services outside of North America for over a decade now. As part of the new partnership, Merge will continue to operate as a standalone label based in Durham, NC, while utilizing Secretly Distribution’s worldwide distribution arm and aspects of the Secretly ecosystem such as accounting, artist royalties, business affairs, licensing, IT and HR.
“Our aim is to support Merge with the independent ecosystem we’ve built at Secretly, while preserving what’s truly special about what Mac and Laura have built over the past 36 years, such that we can support Merge’s growth in the decades to come,” added Swanston, Secretly Co-Founder.
The first new album to be released following this partnership, and the first to be distributed worldwide by Secretly, will fittingly be Superchunk’s Songs in the Key of Yikes, which is scheduled for an Aug. 22 release.
Secretly Distribution, Beggars Group and Cargo Records UK have teamed up for a new independent U.K. distribution partnership named Cargo Independent Distribution (CID). Via the new partnership, Secretly Distribution and Beggars Group will be supporting CID’s investments in technological development and new personnel, as well as providing strategic direction.
“All of us at Cargo are really excited for our new partnership with two of the most important independent music companies in the world, who continue to remain fiercely independent and committed to preserving a totally independent U.K. distribution outlet,” said Cargo Independent Distribution president Phil Hill in a release.
Cargo Independent Distribution will maintain its U.K./Ireland fulfillment relationship with Proper/Utopia and CID will continue to provide global physical, digital and marketing services to its Cargo U.K.’s distributed client roster, which includes Fire Records, Hyperdub, Planet Mu, Static Shock, and Sub Pop, who just recently transitioned their U.K. distribution to CID.
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Hill will retain a controlling interest in the new entity.
Cargo Independent Distribution will also provide physical distribution and sales support to Secretly Group and its affiliates, as well as sales representation to Beggars Group partner labels.
“The team at Cargo Records UK has faithfully championed outlier labels, artists and records for nearly three decades — including being the very first distributor to order records from Jagjaguwar — and now we have the great privilege of partnering with them in their next chapter,” said Secretly Distribution CEO Darius Van Arman in a release. “All of us at Secretly are very excited to be working with Cargo Independent Distribution, to help safeguard an independent route to market in the UK and Ireland.”
Secretly Group labels Dead Oceans, Jagjaguwar, Saddest Factory and Secretly Canadian, along with affiliates All Flowers Group (Ghostly, drink sum wtr) and The Numero Group, work with artists that include Mitski, Phoebe Bridgers, Khruangbin, Unknown Mortal Orchestra, Bon Iver, MUNA, Japanese Breakfast, Mary Lattimore, Matthew Dear, Kari Faux, Aja Monet, Duster and Syl Johnson.
Beggars Group labels XL Recordings, Young Recordings, Rough Trade, Matador and 4AD represent 48 years of music from Fontaines D.C., Jamie xx, Sleaford Mods, Queens of the Stone Age, Big Thief, The National, Lankum, Sampha, Prodigy, Adele, Radiohead, Cat Power and more.
“We live in changing and challenging times. Integral/ PIAS have handled our sales brilliantly for decades, but right now we see it as crucial that a new independent route to market is established,” Beggars Group CEO Paul Redding said of the move in a release. “We very much look forward to being part of a bright new future.”
Secretly Distribution has long worked with Cargo Records UK on U.K./Ireland physical distribution and retail marketing for much of Secretly Distribution’s distributed label roster, though Secretly Group and its affiliates All Flowers Group and The Numero Group will be a new addition to CID’s physical catalog.
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