Jonny Pierce of The Drums has launched a new record label, Abysmal Records, with the release of a collaborative single titled “It Didn’t Matter” [1].
The move marks a strategic expansion for Pierce, allowing him to curate a specific sonic direction while partnering with Iranian-American darkwave artist Mareux [1, 2]. By establishing his own label, Pierce gains greater control over the distribution and artistic presentation of his work and that of his collaborators.
“It Didn’t Matter” serves as the inaugural release for Abysmal Records [1]. The track blends the distinct styles of both artists, merging the indie-pop sensibilities of Pierce with the atmospheric, darkwave textures characteristic of Mareux [2].
This release is not a standalone event. The single is the first in a planned six-month series of singles [2]. This rollout strategy suggests a phased approach to building the label's brand identity and audience engagement over the coming half-year.
Pierce has previously operated within the established indie circuit through The Drums, but the creation of Abysmal Records signals a shift toward independent entrepreneurship. The collaboration with Mareux highlights a cross-genre appeal designed to attract listeners from both the synth-pop and darkwave communities [1, 2].
“Jonny Pierce of The Drums has launched a new record label, Abysmal Records.”
The launch of Abysmal Records indicates a trend toward artist-led labels in the indie music scene, reducing reliance on traditional third-party intermediaries. By committing to a six-month release schedule, Pierce is leveraging a 'waterfall' release strategy to maintain algorithmic visibility on streaming platforms while establishing a curated aesthetic for the new imprint.
