Meet this year's 450 Project team of artists, management and creatives, and listen to their newly launched original music.
450 Project 2023 logos designed by Sophia Luo
450 Records is the independent record label project run by third-year Music and Sound Design students, as part of the Music Business and Professional Practice subject.
Since 2018, 450 Records has reinvented itself every year with new artists, new management and new creatives, nurturing the original work and talent of artists from the Music and Sound Design student cohort.
The students rapidly develop critical industry-standard business and creative skills across all divisions of the label.
They begin by identifying artists within their cohort to nurture, developing their original music. Then they coordinate strategies to market and launch the music, culminating in performances at a live showcase followed by a digital release.
On their website the 450 team states:
This year we encourage each member to explore what they love about music, while also being pushed to discover new skills and gain experience in a live and digital setting. With new partnerships and fresh ideas, we aim to leave a legacy that can be passed on and utilised by alumni and future students.
2023 Live Showcase
In May, the 450 Project launched their 2023 label at two packed showcase gigs at Newtown's The Vanguard.
The first showcase launch featured hip-hop, RnB, and electronic dance music with artists Alf, Sean Argielia, Apollo, Kobee and Nòmar.
The second launch was rock, indie and pop night, with artists Marco Mendoza; Hugo Sack; Allora; David Ross; The Empty Spaces; The Chosen One; and Rendezvous Ballroom.
(Catch the highlights on Instagram. Listen to 450 Records 2023 Spotify playlist.)
The 450 Project 2023 is overseen by Dr Jeff Crabtree, the Music Business and Professional Practice subject coordinator. Dr Crabtree is a researcher, consultant and developer of workplace training for the industry.
Commenting on the invaluable experience of launching the label at a live music venue like The Vanguard, Dr Crabtree said;
We were forced to go off campus when the uni bars closed all their venues during COVID, and frankly the experience was just so much more rewarding and also more real for the students that, based on their feedback, we have kept the event off campus ever since. There is so much more veracity in a real world venue.
Learning the music business
For the students it was a rapid learning curve. Nicholas Taylor said;
I'm learning about the complicated structure of the music industry, particularly when it comes to the different groups of label management, and the range and amount of behind-the-scenes administrative work that goes into getting even just one song (and music video) finished and released.
I'm used to working alone, so I've been learning how difficult it is to align the schedules of a group of musicians, composers, and engineers, and also how essential each person is in collaborative music production.
Izel Onay, Vanessa Anastasia, Yichao Lu, Colin Borom and Michael Xu joined the 450 Project's A&R (Artists and Repertoire) team alongside Nicholas and others.
These students wanted to get hands on experience doing the work of an A&R Manager.
Label A&R Managers discover new artists and are in charge of developing their talent within the label.
As Izel explains it;
I’ve found it to be a broad role basically revolving around supporting the success of the artists you’re managing.
For me it involved spending every second of my artists’ journey by their side through the whole project, including studio sessions, photoshoots, rehearsals and being on stage with them during the performance.
I couldn’t have asked for a better role. I felt like I had the perfect role to balance business and enjoyment within the label, working closely with my artists professionally and creatively, and gaining a lot on the way.
Michael said;
You are more than just an A&R manager. Your artists can be going through writer’s block and maybe all they need is another set of ears to help them finish the song they’re working on. What really opened up my mind about this project were the different paces and styles people work with. You can expect X or Y from person A, but they actually turn out to be Z, which can be overwhelming at first.
Photo by Hizryan Kodarusman
Colin observed;
Simply just showing up and being around the artists, creates a great level of trust. A team dynamic creates an environment where everyone collectively works towards the same goals.
Jesse Dyakij is the 2023 450 Project Marketing Manager.
He learned quickly that the job was much bigger than he first thought.
The role of a marketing manager isn’t restricted to the marketing team and often I have to relay information around the entire label and juggle multiple tasks, which shows how important communication is with this role.
Jesse also noted it was a learning curve adapting to the "intricacies of music promotion strategies".
It’s quite challenging to find creative ways to break through the noise in this crowded market.
Photo by Hizryan Kodarusman
Their promotion strategies worked.
The vibrant, eyecatching 450 logos designed by Sophia Luo set the mood. The limited edition merch is iconic and selfie-worthy. The social media campaign buzzed with the fun images and videos of the students behind-the-scenes, in studio and on stage, inviting us to be in that creative world with them.
It captivated an audience keen to know more about the evolution of the project, the music, the launches and the students themselves.
You can hear the stunning work from this year's 450 Records on Spotify, or follow on Instagram, Facebook and their website. Revisit the showcase here and meet the line-up.
Izel Onay performing original song at UTS 450 Project showcase 2023
Post-launch thoughts from A & R Manager Izel Onay
How do you feel the launches went?
I think they went great. They felt like the perfect way to showcase everyone’s hard work that was put into the label while also being a fun celebration of our love for all sorts of music.
What are some overall takeaways from your experience of the project?
Realising how amazing and talented my cohort is. This project really gave me the opportunities to properly connect and collaborate with so many students I hadn’t got to know properly yet, which led to endless hours of working together and bouncing our individual experience and skills off each other to create some amazing work.
How was it for you as an A & R Manager in the 450 project label?
I couldn’t have asked for a better role. I felt like I had the perfect role to balance business and enjoyment within the label, working closely with my artists professionally and creatively, and gaining a lot on the way.
What did you bring to that role?
I think I brought a casual yet professional-social relationship with my artists, which led to a great workflow, and was what I believe to be a huge part in the success of my team in this project.
What did you learn?
Although it was a university project that spanned only 12 weeks, I felt like it was great insight into the endless roles and work that goes into creating a music label.
What were the mundane bits?
Honestly nothing about this project or my role felt mundane. I think my team and I did a great job at keeping our work challenging and enjoyable.
What were the surprising bits?
I had the opportunity to perform an original song that I wrote with one of my artists!
Izel Onay, 450 Project A&R Manager, UTS 2023. 450 Project Instagram
What do you wish you knew at the start that you know now?
I wish I got to know the amazing cohort and their talents better before my third year into this course. I’m so grateful to this project for bringing us all together in such a creative and musical sense, which will no doubt lead to collaboration in the future.
What do you want industry professionals to know about you and your team after doing this?
That I take pride in my work in music, whether that’s professional or creatively. Over years of pursuing my passion for music, I’ve gained so much experience through many avenues: from producing and recording my own music, to DJ-ing, to studying music at UTS and participating in projects such as 450 Records. I’m always ready to apply my experience and skill to the industry professionally. And same goes with my team and their unique experiences within the amazing world of music.
What do you want to say to your team of artists and creatives now?
We smashed it in all areas. This project was only the beginning of our work together, and we’re definitely going to have to continue our collaborations in the future!
Listen to Izel @izzybops
Follow Izel @nextlevelizel
Photo by Hizryan Kodarusman.
Meet the 2023 Team - The Business and Creative of the 450 Project
UTS 450 Project Label Structure 2023