DIY Label Spotlight #1: Nice Swan Records • Interview • DIY Magazine

DIY wouldn’t be what it is without buzzy bands and grassroots scenes, and independent labels are an essential part of the ecosystem working to support artists from the ground up.

To kickstart our monthly sidebar spotlighting some of the very best in the biz, we catch up with Pete Heywoode and Alex Edwards of Nice Swan Records - the label behind some of the past few years’ biggest breakout bands.

How would you describe, in less than 10 words, the ethos behind Nice Swan?
No bullshit, just good tunes.

What was the initial motivation for starting the label? Tell us a bit more about those early days.
Pete: Alex and I first worked together when I was running my old label, RIP Records. He brought a young band from Stockport called Blossoms my way, who he was managing at the time, and so I released their debut EP. Alex had been working in the major label world for a few years and was ready to start his own venture - he came to me with the name and asked if I’d like to team up. Our first release was a three piece from London called Dead Pretties - Wunderhorse frontman Jacob Slater’s first band.

What are some of your highlights or most memorable moments since founding Nice Swan?
Pete: Aside from discovering and showcasing new talent, we’ve always used the label as part of our management business model. Everyone we manage has also come through the Nice Swan label - Pip Blom, FUR, Sprints, English Teacher, The Rills, and Human Interest - so every success we’ve had with those artists, either during or post Nice Swan, would be highlights for me.

English Teacher winning the Mercury Prize; FUR headlining festivals in South-East Asia; SPRINTS selling out their entire worldwide tour; Pip Blom being on Times Square’s biggest interactive billboard (it’s 100 meters long!); Sports Team getting a No. 2 album - all these things stand out, but sometimes the most exciting moments are just those first radio spins or great reviews. The early moments are just as rewarding as the bigger ones that come down the line.

“We’ve always aimed to shine a light on the various regions of the UK and Ireland, without getting too caught up in the noise of London.” — Alex Edwards

The label itself might be relatively small, but your label/management roster boasts some big-hitting names, including this year’s Mercury Prize winners English Teacher. What’s the significance of recognition like this to you, and to the independent music landscape more broadly?
Alex: Having worked so hard as an independent label in a scene that struggled to break through when we first started as a team a decade ago, winning the Mercury Prize was a truly significant moment for us. It represented ten years of blood, sweat, and tears. We’ve always aimed to shine a light on the various regions of the UK and Ireland (and Amsterdam) throughout our decade together, without getting too caught up in the noise of London. The fact that English Teacher, a band from Leeds, were the first Mercury winners from outside the capital in ten years highlights the challenges we’ve faced. But honestly, having each worked in the music industry for nearly 15 years now, it feels like the best time ever to be in a guitar band and based outside of London.

We live in a hugely digital world, and yet the past few years have seen an encouraging resurgence in people’s interest in physical media. Why do you reckon this is?
Alex: The physical market is proving to be a key component in supporting the alternative and indie scene in the UK right now. We’ve seen bands break through with impressive Week One vinyl and CD sales in the UK Charts (English Teacher, SPRINTS, Sports Team, etc.). For us as a label, it’s really helped keep us afloat and allows us to continue investing in projects that are moving in the right direction. Fans in our scene love supporting their new favourite bands, and the collectibility of our limited pressings always makes our releases a hot ticket for collectors - just check Discogs!

What’s one piece of label-running advice you’d give your younger selves?
Pete: Don’t worry about making mistakes, it’s part of the process - learn from them. Keep faith in your judgement and release what you love, good things will come.

Find out more about Nice Swan at niceswanrecords.com.

#AD