Future Classic: The Journey of an Australian Music Powerhouse

A Legacy Begins: 2004

From the underground club scene to global domination, Future Classic has evolved into a powerhouse in the music industry since its inception in 2004. Co-founded by Nathan McLay and Jay Ryves, the label began as a humble venture with a dream of showcasing Australian talent.

McLay, fresh from working with another music company called Inertia, participated in music conferences where he showcased unreleased Australian music. Inspired by the enthusiasm he found overseas, he decided to create a label that would put Australian music on the map. “One of those partners asked if I’d be interested in starting a label,” McLay recalls. Soon, he and Ryves released their first compilation album, Australia Select, marking the beginning of a remarkable journey.

Chad Gillard, who joined as the first full-time staff member, added his flair, stemming from meeting Nathan at a party. “I thought I was very esoteric and obscure,” Gillard mused, “but he actually knew the artist I referenced!” This serendipitous connection laid the groundwork for a collaborative spirit that would define Future Classic.

The Artistic Vision: 2005

The label’s ethos has always been deeply rooted in art. “Jay and I were always interested in art as well as music. In the beginning, it wasn’t a commercial endeavor by any stretch,” McLay shared. Each project was approached not just as a business opportunity but as a meditation on creativity.

Ryves, who came from the visual arts sector, emphasized the importance of supporting the artists’ narratives in visual presentations. “I think Future Classic’s identity is very simple, and people recognize it, but it’s always generally pretty subtle,” he added, underlining the significance of authenticity over flashy gimmicks.

One of their early projects involved a whimsical photoshoot that gathered dozens of volunteer models dressed in wedding dresses. “It was slightly misleading though; we said, ‘Come get married to Jamie Lloyd,’” Gillard laughed. This DIY approach captured the label’s experimental spirit, setting the tone for its future endeavors.

Club Culture and Community: The 2000s

The culture of the 2000s Sydney club scene played a vital role in shaping Future Classic. Gillard recalls McLay running multiple weekly parties, where they experimented with fusing genres. “There was a nascent scene bubbling away, and it was quite exciting,” McLay described.

Promoting these events was rooted in grassroots marketing. “We printed up flyers, and Jay really cared about the paper stock,” Gillard remembered. The early days were characterized by both creative triumphs and struggles, as they balanced hit-and-miss events. “One would make money, and then the second would lose money,” McLay noted.

The Journey to International Stardom

As Future Classic began to gain traction, they brought international artists to Australia, a pivotal moment in the label’s history. McLay recalls organizing tours for acts like Todd Terje and Joakim Bouaziz, who inspired local audiences. “The first artist I organized a tour for was Todd Terje… it was fun,” he remarked.

This exploratory spirit set the stage for their future successes. They embraced risks by reaching out to obscure talent, a strategy that would come to define their approach not only in events but also in artist management.

A Defining Moment: 2011 – Enter Flume

Future Classic’s trajectory took a monumental turn with the discovery of Flume, a young producer who quickly became a household name. The team’s holistic approach focused on not just supporting Flume’s sound but crafting his entire identity as an artist. McLay noted, “Chad is classically trained… so it was a great combination of us all being able to support an artist like him.”

As Flume evolved, so did the label. They embraced a collaborative spirit, pushing the boundaries of what electronic music could be. The anticipation for what they were crafting was palpable, ultimately leading to Flume’s Grammy Award for Best Dance/Electronic Album in 2017.

Rising Stars and Major Milestones: Late 2010s

The success of Flume opened doors for other Future Classic artists, including G Flip, Chet Faker, and SOPHIE. The label embodied a culture of nurturing talent, ensuring each artist received tailored support that spoke volumes in the ever-changing music landscape.

McLay reminisced about the surreal experiences of touring with major names: “I played tennis with Serj Tankian from System of a Down on that tour… I never thought I’d be doing things like that.” Witnessing the growth of the label also meant embracing unique opportunities, from collaborating with big names to inviting major stars to shows.

A Move to Los Angeles: 2017

As Future Classic expanded internationally, opening a Los Angeles office was a natural progression. The move involved not just geographical change, but a shift in perspective as they engaged in the thriving music culture of the U.S. “We partnered with Dropbox for our HQ, so they gave us a pile of money to build studios from scratch,” Gillard explained.

This venture not only facilitated collaborations with leading artists but also created a supportive community. By keeping studio spaces open for creators, Future Classic emphasized collaboration over competition, allowing artists to feel at home and innovative.

Iconic Releases and Emotional Journeys

Along the way, specific projects became milestones in Future Classic’s journey. From G Flip’s emotionally charged videos to SOPHIE’s groundbreaking releases, the label has fostered a diverse yet cohesive catalog. “The SOPHIE records were important releases… trying to tell that story,” Gillard reflected.

The intention behind each project has been not only to create hits but to resonate with audiences emotionally. “We’ve been fortunate to have younger team members join who will pull up records or find demos… that’s a really great upside of what we do,” McLay noted, revealing how the label continuously embraces new talent and creativity.

Looking Ahead: Future Classics

As Future Classic celebrates its creative legacy, the future holds exciting prospects. Currently, the label is working with promising new artists, including Freak Slug and Kenton Slash Demon, who embody a fresh sound that is both innovative and rooted in Future Classic’s philosophy.

Reflecting on their journey, Gillard expressed pride in recognizing how far they’ve come, though the industry has transformed radically over two decades. “It’s a pretty varied canon of work that comes into our catalogue,” he said, hinting at the diversity and adaptability that Future Classic showcases.

Through trials and triumphs, Future Classic stands as a testament to passion, innovation, and community in the evolving world of music. The journey continues, enriched by a legacy that is as much about personal connection as it is about groundbreaking artistry.