Meet Liberator Music and Bloodlines' Catherine Burton

Join us for a new series where we will catch up with a different member of the Mushroom family and learn more about their role, how they got here, what their day-to-day involves and more.

What are Liberator and Bloodlines?

Liberator and Bloodlines are two of the labels within Mushroom’s labels division. Liberator Music is the international label arm of the company, working predominantly with artists based outside of Australia and New Zealand. We work with a huge range of artists, from the likes superstars such as Childish Gambino and Kylie Minogue, along with artists like alt-J, CHVRCHES and Andy Grammer, just to name a few. Our artists aren’t confined to any one genre, and it’s really exciting to be able to work across lots of different projects.

Bloodlines is home to some of Australia’s most iconic artists, representing their catalogue and new releases. We work with some of the biggest names in Australian music, such as Jimmy Barnes, Hunters & Collectors, and Vika & Linda. We also had the privilege to work with the late Archie Roach.

How would you describe your role to someone who didn’t know what you do?

This is a question I’ve struggled to answer for as long as I’ve been in this role! I’m the go-to person within my labels for anything and everything that is required to set-up, promote and market our releases. From the moment we are delivered new music by an artist, I’m involved in all the stages of its life from that point on. From the ever-fun stages of metadata and label copy to get the music delivered to streaming services and retailers, through to working with our fantastic publicity team, creating and implementing marketing plans, and always monitoring for new opportunities and trends - I’m there for it all!

Tell us your story. How did you get to your current role?

As a teenager I started volunteering with my local FReeZA group, putting on local all-ages shows, and from there, progressed to volunteering and working at music festivals. I loved it all, so I began studying a degree in Music Business. Throughout my degree, I did a number of internships, including with Mushroom, which was such a great experience. After a year working in touring and marketing with the now-defunct Soundwave, I made my grand return to Mushroom, where I’ve been for the past 6 years.

What does your day-to-day entail?

Every day is a new adventure with new music to listen to and enjoy! I generally start my day setting up any new releases that have been delivered overnight, and checking in on any digital marketing campaigns we have running. From there, I’ll work on pitch notes for new releases, and check in on how our current priorities are tracking. Plus there’s always lots of meetings with our team and artist managers to plan for upcoming releases!

?What would you like to see Liberator and Bloodlines achieve in the next five years?

I’m just happy to be along for the ride, no matter what the next five years brings! I’m really excited to see how the music industry as a whole continues to grow and evolve, and how our business changes alongside this.

What is the best thing about working on the Mushroom Labels?

We have such a great team with Mushroom Labels who make every working day a pleasure. Everyone in the team comes from a different background with a unique set of skills and experience, but we all share a love of music which brings everyone together to create amazing results for our artists. It’s so much fun coming to work every day with a team of great people who share the same love and passion as me.

?Any tips on how to thrive working on record labels?

I think it’s really important to keep up with current trends within the industry by reading industry press – things move quickly and it’s easy to get left behind if you don’t keep up. I also think it’s great to keep an eye on what other artists are doing and learn lessons from what works and does not work for them. And I’m a big believer in always being friendly and positive to everyone you meet, which will make work more enjoyable for both yourself and everyone around you!

?What has been a major highlight of your career so far?

In June/July 2020, Bloodlines held the #1 spot on the ARIA Albums Chart for 3 weeks running, firstly with ‘Akilotoa by Vika & Linda, followed by 2 weeks running with the Music From The Home Front compilation. That was a massive career highlight for me and the rest of our team. Oh, and a special shoutout to the Hanson Christmas album that Liberator released in 2017!

Lastly, if someone was looking to apply for a role with either Liberator or Bloodlines, what qualities do you think would make them a good fit?

Above everything else, a love and passion for music!?