A new initiative aims to amplify the voices of Southland artists far and wide.
After running several successful events with his company MASSAV Productions, Blair Savory decided to take the next step and create his own record label — MASSAV Records.
Mr Savory said the idea was to take homegrown talents beyond southern borders, offering artists full support from recording to promotion.
"In four years, MASSAV Studios has become a vital space where local musicians can record their work, capturing their creativity before it fades, but recording music is just one part of the journey.
"The next challenge is ensuring these songs are heard. Creating a record label feels like a natural progression in the process to help showcase the talent of artists from the south."
MASSAV Records was co-founded with fellow Southlander Shane Evans.
The 2021 New Zealand marketer of the year recently returned to his hometown Invercargill after a successful global career in marketing and finance.
"There’s a huge amount of untapped talent in this region, but it’s tough for artists to market themselves from here, so anything we can do to help them grow their profiles has been well received," Mr Evans said.
The first artist signed under MASSAV Records was singer-songwriter and former Southland Entertainer of the Year Lachie Hayes.
Mr Savory said Hayes had something special from the moment he heard him perform when he was establishing MASSAV Productions.
Hayes’ album, produced in collaboration with Delaney Davidson, would "be something truly special", with the first single This River to be released soon, Mr Savory said.
"The goal is to work extensively with one artist per year to create new music, release that music to a wider audience and develop live performance opportunities. We will also look to engage with established artists to further grow their existing profiles."
He was excited with the new initiative — they could offer resources few other record labels could. "We are a one-stop shop that can take an artist from the studio to the stage and out into the world — all with the support they need to succeed.
"This streamlined approach means musicians can focus on their craft while MASSAV handles the rest, from recording sessions to live events and distribution. It’s an unprecedented level of support for Southland musicians."
He hoped the record label could also help establish a musical identity for Southland.
"By supporting original artists, we’re not just building careers; we’re helping to shape the cultural landscape of our region."
