Austin Sound

Superpop! Records is home to a few young standout artists in Austin. Run by Seth Gibbs and Peter Stafford, the label is an extension of the Superpop! Studios, which allows the label to work closely with its artists from start to finish. Gibbs also produces his own work for the label as Brother Machine, as well as contributing, along with Stafford, to the other bands on the label. Superpop!’s artists are united more by principle and approach than to a distinct genre or sound, which makes the label’s output among the most exciting and eclectic in town. You can find out more about the studio and label on their Myspace or at www.superpoprecords.com

Label Profile: Superpop! Records

Year Formed:
2006

Present Artists (*Texas Artist):

The Archibalds*, the Brother Machine*, Hope Irish*, and Leatherbag*

Past Artists (*Texas Artist):

Once you’re in, you’re in. It’s a lot like the mafia.

Recent Releases:

The Archibalds just released their debut album O Camellia. It is an avant-pop, roots music thing full of great songs about meth and teen pregnancy. So you could say it has a social context.

Hope Irish just released her first record, The Best of the Least. It is trashy pop rock spewed from the lips and loins of a small-town-Texas girl. The tunes are catchy enough to be pop, poor enough to be indie, and have enough cynicism to kill the small horse she rode in on.

The Brother Machines Latest is No Home In This World. It is approved by Sir Paul McCartney himself and Sir Paul was approved by the queen of England. So you might say that the queen of England approves of the newest Brother Machine record.

Leatherbag has made a string of releases this past year including Nowhere Left to Run, Love Me Like the Devil, and So Long, Sweethearts.

Upcoming Releases:

The Archibalds have something in the works, but it is a secret and I can’t tell you what it is. The Brother Machine is also working on a new album, but contract negotiations are getting sort of sticky. They want too much money and we stay up late drinking and fighting. Our lawyers used to resolve this sort of thing for us but we fired them because they accused us of having dependency issues. So we’ll see what happens. We are also doing a split release with C-side record…

What was your impetus for starting the label:

It sounded like a good idea at the time.

What would you describe as the label’s general aesthetic:

We have an incredible art department that creates the images people associate with Superpop. Jessica Attie is our lead photographer and we place complete trust in her to create images that represent our musical styles. Her technique is amazing and we cannot thank her enough for being a part of Superpop. George Morrow does a lot of our design and layout work. He has a way of taking our often disjointed concepts and turning them into something identifiable. Seth liked the logo that George created for us so much that he tattooed the thing on his arm. Also stucco and hardwood.

Superpop! also doubles as a recording studio, so how do you think y’all’s experience as producers has helped shape your outlook or approach in running the label?

Seth: “It puts us very closely in touch with our artists. Since we go through the entire process together with the bands we know the records and the sentiments almost as well as the songwriters.”

Peter: “Making records is the part I really enjoy. So I am always looking for people with good Ideas to record. We get the chance to record and produce some really good music at Superpop and we get pretty involved with the artists and bands. I don’t ever feel like I’m just there to push the right buttons. I want to be a part of developing the sounds and the songs. In order to do that, we have to become a part of each other’s lives. We could make records if all we did was set up microphones and hit record, but I don’t think we could make the right records. It takes a deeper involvement in the music than that.

We take the same approach to running the label. In order to make it work, everyone has to be involved on every level. It’s like we have an army of musicians, producers, managers, and promoters. There really aren’t any limitations when you work that way.”

What groups other than the label’s have y’all worked with in the studio?

Peter: “Right now I am doing a project with King Tears. They are one of my favorite groups and I am really happy with what is happening in the studio. I am also working on a record with a young group called the Bubbles led by Will Glowsup. Will writes really great pop songs about blowing off school and driving around. The whole thing is very youthful and amped up.”

Seth: “Moth! Fight!, Karrie Hopper, David Israel, Trey Brown, Graham Weber,

How do you view the label in relation to Austin’s overall music scene:

Seth: “Disparate. We don’t pay much attention to what’s the big fuss at Emo’s or Beauty Bar. If we ever start doing that I think Superpop will fall apart. I think our greatest asset is that we kind of like what we do and we don’t really like what’s happening with music in Austin.”

Given infinite resources, what major band would y’all most like to have on the label:

Seth: “Madonna. I’ve wanted to make a Madonna record since I was nineteen.”

Peter: “Prince”

What do you feel are the most important elements for success of an indie label:

Seth: “First of all I’d say low overhead. These days you should be able to do everything but tour with marginal out of pocket costs. Second would have to be talent. Seriously. You have to be lucky and smart enough to pick bands that aren’t just good, but saleable as well.”

Peter: “And it wouldn’t hurt to have a hit record or two.”

What have been your most gratifying and most difficult moments in running the label:

Seth: “It’s hard to say yet, since it’s only been a bit over a year. Most difficult is probably paying the rent. The most gratifying moment Superpop has afforded me is�

Peter: “I flip out over geeky stuff like little melodies and odd ball sounds that we create in the studio. To me, that is really exiting.

What are your thoughts on the current state of the record industry, especially in relation to new technology:

Seth: “Well, to preface my answer I’ll say that I AM excited and optimistic about all of the new media and outlets available to people who couldn’t have had access to them in the past. That being said, I’m a romantic. The new structure of sub/niche-markets is swiftly and efficiently killing the institution of the omnipotent rock star. I find that very sad. I sincerely hope that we’re not entering a new era of sub/niche-rock stars but it doesn’t look good.”

Other than the label’s bands, what’s playing at Superpop! headquarters these days:

Avril, Sean Kingston, Lil’ Mama, Tom Waits, Fergie