GEORGE PETRIDIS, founder of music label Pumping Records, tells us how he went from teenage DJ to running his own record and management company…
Tell us about Pumping Records and what exactly you’re all about, mate.
Pumping Records is all about nurturing raw talent. Whether it be new artists or seasoned professionals, we are a platform that lets the artists be as creatively free as they want. A platform that helps shine a light on their art, no matter what their preferred genre.
When did the company start up and why did you decide to do so?
The idea of the label – which later, also morphed into a management company – started well over a decade ago. My experience in the music industry was playing music, DJing and running events. With no real experience in the field of releasing and marketing music, I set upon a journey to release music under my artist’s name of DJ Fuel with various Australian labels to gain the knowledge I needed. Over time, I learnt the do’s, don’ts and what was being overlooked by the industry heavyweights.
Tell us a bit more about yourself.
At the age of 14 I wanted to become a musician. I spent the next few years taking lessons and learning the drums. As you can imagine the neighbours weren’t too impressed having a 14-year-old with a drum kit practicing day and night. After persisting for as long as I could, I had to give it up, but music was still in my veins. Being of Greek descent I was exposed to Greek music of all its varieties, all rich with melodic elements, deep meaningful lyrics and of course great rhythm which led me down the path of becoming a drummer. Up until the age of 16, I had never heard of a “DJ” or what you could do with two records but at the time I was hanging out with a few friends who had just purchased a pair of Pioneer CDJ-50’s. We would sit there for hours trying to mix these CDs together – at the beginning we sucked, but I got the hang of it quickly and after a few months I was playing underage parties. I would spend hours in record stores listening to every new song, every remix… to see if it had the x-factor I needed for my sets.
Where did you DJ?
As soon as I turned 18, I’d attend local Newcastle and Sydney nightclubs. They all played dance music in the back rooms and local cover bands in the main rooms. I’d be one of the first people in the club and last to leave, listing to every record the DJs would play, taking mental notes of what they played and didn’t play, what order they played their tunes and what reaction the crowd had to each song. After a few months the owner of one of the clubs approached me to play a two-hour set, which after a few weeks turned into to an all-night set – open to close, seven-hour sets – and eventually spreading me across other venues he owned.
So tell us how did you got involved in the record industry?
It was a natural progression from DJing. Not only was I playing music, but the itch that was left from wanting to become an artist all those years ago from the drumming. I would collaborate with other producers, vocalists, songwriters… gaining invaluable information on what elements it took to make great music. Many of these people remain very close friends of mine.
What has business been like since launching Pumping Records?
I left my job in commercial radio in February 2020 to launch the label. Two weeks later we went into lockdown. With nightclubs shutdown, where most of the music we were going to release would normally be consumed, we were in a tight spot. A vast majority of record labels pulled back on releases to wait until the lockdown eased. We took this as an opportunity to make some noise while there was more space in the market – even though clubs were closed, people still have a need for new music. We started rolling out the releases and made quite the name for ourselves in such a short amount of time.
Tell us about working with one of your artists, MAXIM cover girl and DJ Shiralee Coleman.
Shiralee is a true professional. We have known each other for more than 20 years, so when she wanted to step into the world of music, she came to me. Knowing her drive, focus and success in her chosen fields, I knew working with her in the music lane would come with challenges, but none we couldn’t overcome or capitalise on – and looking back over the past few years, we were on the money.
What makes Pumping Records stand out from your competitors?
At Pumping Records, we are all about the artist. Instead of throwing everything at the wall and seeing what sticks, we work closely with a small select group of passionate and motivated artists and pursue music we care about, not what we think is cool or will be commercially viable. At the end of the day, it’s artwork we are dealing in and as a label we want to feel a connection to it and the artists that produce it.
What advice do you have for someone wanting to start their own business?
Do it, do it, DO IT, but be ready to make mistakes. Be a sponge and learn as much as possible and put these lessons into play, see what works for you and your vision. There are millions of people willing to give you advice and they may be right, but it all depends at what stage of the business building you’re at and what you want to achieve. Find a mentor who understands you and what your goals are. – success is relative to the individual, always keep that in mind.
What’s next for Pumping Records?
Timelines are always shifting and music is all about timing, so we can’t give too much away, but we do have an exciting new single by Shiralee Coleman & DJ Fuel ft Clarita de Quiroz titled “Always You” that you’ll need to keep an ear out for. As for the label, we want to continue our growth to better help our artists achieve their goals.
For the full article grab the October 2023 issue of MAXIM Australia from newsagents and convenience locations. Subscribe here.
