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Secretly Group is a family of American independent record labels based in Bloomington, Indiana. The group is made up of Secretly Canadian, Jagjaguwar, and Dead Oceans, as well as a 50% stake in Merge Records. Secretly Canadian, the first of the labels, was formed in 1996 by brothers Chris and Ben Swanson, Eric Weddle, and Jonathan Cargill. Their first release was a re-issue of an album by June Panic. Weddle later left to form label Family Vineyard; the remaining trio were joined by Darius Van Arman, as well as his label Jagjaguwar, in 1999. The two labels had worked closely before Jagjaguwar's offices moved to Bloomington to work alongside Secretly Canadian's.[1]

Key Information

In February 2007, the partners behind Secretly Canadian and Jagjaguwar, along with Phil Waldorf, former label manager of Misra Records, announced a third label, Dead Oceans. The three labels share offices and staff in Bloomington, IN; however, they maintain distinct and separate aesthetic visions. In June 2013, The Numero Group, an existing re-issuer out of Chicago, joined forces with Secretly Canadian and the collection of labels known as Secretly Group.[2] In 2025, it acquired a 50% stake in the influential independent label Merge Records. [3]

All five labels are distributed by Secretly Group's in-house distribution arm, Secretly Distribution.

Artists

[edit]

A number of artists have appeared on the four labels over the years.[4]

Secretly Canadian

[edit]
Antony and the Johnsons Anohni Alex Cameron Cherry Glazerr Porridge Radio Stella Donnelly
Jens Lekman Songs: Ohia serpentwithfeet Richard Swift Tig Notaro Faye Webster
Yoko Ono Jason Molina Whitney Ben Abraham Ativin BLK JKS
Shura Cayucas Danielson David Vandervelde
The Horns of Happiness Foreign Born Frida Hyvonen Gardens & Villa Havergal
Instruments of Science & Technology Little Scream Luke Temple Damien Jurado The Impossible Shapes
Magnolia Electric Co. Major Lazer Marmoset Molina and Johnson Music Go Music
Porcelain Raft Racebannon Scout Niblett Simon Joyner Swearing at Motorists
Tomas Barfod Throw Me The Statue The War on Drugs Windsor for the Derby Woman's Hour
Taken By Trees Jorma Whittaker June Panic Early Day Miners Alasdair Roberts
I Love You But I've Chosen Darkness Swell Maps Nite Jewel Bodies of Water Nightlands Steven A. Clark
jj Suuns Yeasayer Don Lennon
Electric Youth Dungeonesse Bobb Trimble Catfish Haven

Jagjaguwar

[edit]
Aspera The Besnard Lakes Black Mountain Bon Iver
S. Carey The Cave Singers Company Robert Creeley
The Dead C Diana Dinosaur Jr. Julie Doiron
Foxygen Fuck Gayngs Gordi Simon Joyner
Ladyhawk Lia Ices Lightning Dust Lonnie Holley
Love Life Manishevitz Briana Marela Minus Story
Moonface Moses Sumney Nad Navillus
Nagisa ni te Nap Eyes Odawas Okkervil River Angel Olsen
Oneida Parts & Labor Peter Wolf Crier Mustafa the Poet
Pink Mountaintops Preoccupations
Small Black Sunset Rubdown Supreme Dicks Swan Lake
Unknown Mortal Orchestra Sharon Van Etten Volcano Choir Sarah White Wilderness
Wolf People Women Jamila Woods Richard Youngs

Dead Oceans

[edit]
A Place to Bury Strangers Akron/Family Julianna Barwick Bear in Heaven Better Oblivion Community Center
Bill Fay Bishop Allen Bleached Bowerbirds
Brazos Bright Eyes Califone Citay Destroyer
Dirty Projectors Dub Thompson Durand Jones & The Indications The Donkeys Evangelicals
The Explorers Club Frog Eyes Gauntlet Hair
Japanese Breakfast Khruangbin Alex Lahey The Luyas
Mark McGuire Mitski Kevin Morby Mt. St. Helens Vietnam Band
Nurses On Fillmore Phoebe Bridgers Phosphorescent Tom Rogerson
Shame Slowdive Strand of Oaks Sun Airway
The Tallest Man on Earth These Are Powers John Vanderslice Ryley Walker White Hinterland
Marlon Williams Toro y Moi

Numero Group

[edit]

See also

[edit]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Secretly Group

View on Grokipedia
from Grokipedia
Secretly Group is an American company founded in 1996 in , by Chris Swanson, Ben Swanson, , and Jonathan Cargill. It functions as a of record labels—, , , , and —alongside the music publishing arm Secretly Publishing, representing artists, songwriters, filmmakers, producers, and comedians with a focus on streaming, , and sustainable practices. The company's origins trace back to the establishment of and in 1996, with launching in as an extension of the group's collaborative . Over nearly three decades, Secretly Group has cultivated a reputation for nurturing innovative voices in indie, experimental, and alternative music, employing over 120 staff members as of mid-2025 and operating Secretly Distribution to support a broad ecosystem of independent labels. Secretly Group's roster features Grammy-winning and critically acclaimed artists such as , , , , , , and The War on Drugs, whose releases have achieved significant chart success and cultural impact. In notable expansions, the company acquired a 50% stake in the influential indie label in June 2025, partnering with co-founders Ben Swanson, Chris Swanson, Darius Van Arman, and Phil Waldorf to bolster distribution, accounting, and global reach while allowing Merge to maintain its operational independence; in October 2025, joined the affiliate All Flowers Group; and in November 2025, Secretly Distribution launched an APAC division.

History

Founding and early years

Secretly Canadian was founded in 1996 in , by brothers Chris and Ben Swanson, along with and Jonathan Cargill, all of whom were students at with no prior experience in the music industry. Operating out of the Swansons' house, the label adopted a DIY approach, with Ben Swanson spending months researching production processes from scratch due to the absence of established in the area. The inaugural release was a of June Panic's lo-fi folk-punk album Glory Hole in late 1996, consisting of 28 tracks recorded in . In the following year, Secretly Canadian issued its second release, a 7-inch single by Songs: Ohia, marking the beginning of a key relationship with songwriter and emphasizing the label's grassroots focus on emerging indie talent through personal connections in the Bloomington music scene. Early operations relied on micro-goals, such as funding individual albums, with distribution handled manually via mail-order and local networks, as the team lacked access to broader industry resources or even reliable internet. Simultaneously, was established in 1996 by Darius Van Arman in , with a focus on experimental and international acts, starting with the debut album Bombay Aloo by The Curious Digit. The label's debut reflected Van Arman's interest in underground sounds, including psychedelic and noise influences, and it built its initial roster through direct outreach to bands encountered at shows. By the late 1990s, had released material from artists like Songs: Ohia, whose 2000 album The Lioness became a cornerstone of the label's early catalog, highlighting its commitment to introspective, atmospheric . Both labels faced significant early challenges, including severe financial constraints that required self-distribution and hands-on involvement in every aspect of production and promotion, all sustained through personal networks within the indie scene rather than formal business structures. These independent efforts laid the groundwork for their eventual consolidation into the Secretly Group in the early .

Formation and growth of the group

In 2007, was launched as a sibling label to , founded by brothers Ben Swanson and Chris Swanson alongside Phil Waldorf and other co-owners from , focusing initially on and broader indie sounds. The formal establishment of occurred around 2013, when it was structured as a to unite , , and under shared resources for operational efficiency and growth in the independent music sector. This consolidation enabled centralized administration while preserving each label's artistic autonomy, marking a pivotal shift from standalone operations to a collaborative entity. That same year, Secretly Group entered a partnership with , acquiring stakes in the Chicago-based archival label founded by Rob Sevier, Ken Shipley, and Tom Lunt, which expanded the group's portfolio into historical and rare music compilations and integrated Numero into the group. Throughout the 2010s, Secretly Group experienced significant growth, including relocation and expansion of its headquarters in , to accommodate increasing operations, alongside a staff buildup from around 50 employees in to nearly 150 by the decade's end. This period also saw a strategic pivot toward professional distribution via Secretly Distribution, improving global reach for label releases and third-party clients amid the rise of digital platforms. In 2020, was introduced as a sublabel under , founded by artist to support alternative pop and emerging acts, reflecting the group's commitment to artist-led initiatives. As the indie music landscape adapted to the streaming era, Secretly Group emphasized long-term artist development, international expansion with offices in , , and , and sustainable practices to navigate revenue challenges from digital consumption.

Recent expansions and partnerships

In 2020, Secretly Publishing expanded its operations through key administrative partnerships, including an agreement with Songtrust to manage its full catalog of songwriting works from group artists and affiliates like Ghostly Songs. This move enhanced songwriting administration capabilities, building on the division's earlier establishment to better support composers and writers associated with Secretly Group's labels. Additionally, the integration of Ghostly International's publishing arm under Secretly that year strengthened its roster for indie and electronic music creators. The formation of All Flowers Group in May 2022 marked a significant expansion, creating an affiliate portfolio of independent labels under Secretly's umbrella, initially comprising Ghostly International, the hip-hop imprint drink sum wtr, and later additions to foster diverse genre representation. This structure allowed for targeted growth in electronic, experimental, and urban music sectors while leveraging Secretly's distribution and marketing resources. From 2023 to 2024, Secretly Group achieved notable chart successes, including Mitski's single "" topping the Top 50 for a record six weeks and reaching high positions on Spotify's global streaming charts, alongside earning platinum certification for "" and performing on Taylor Swift's . New signings bolstered the roster, such as Chanel Beads and to , while Secretly Publishing secured over 40 deals with artists like Anastasia Coope and . Sync licensing also grew, with placements in major campaigns for GMC and IHG Hotels, as well as films like and TV series including The Morning Show. Bon Iver's return with the 2024 EP SABLE, followed by the 2025 double album SABLE, fABLE—which debuted in the UK Top 5—highlighted sustained artist momentum. In 2025, Secretly Group acquired a 50% stake in in June, integrating the longstanding indie label into its distribution network while allowing Merge to operate independently under its existing leadership. Distribution partnerships expanded further with a global deal for in September, covering physical, digital, and marketing services for Jack White's imprint. That same month, Secretly Distribution collaborated with ' Post Atlantic label to handle worldwide distribution and support for its releases. In October, joined All Flowers Group as its first new affiliate since inception, enhancing the portfolio's focus on punk, goth, and experimental acts. On November 11, 2025, Secretly Distribution announced the formation of a new APAC office to further expand its global footprint. These developments have solidified Secretly Group's position as a leading entity, now providing in-house distribution for its five core labels—, , , , and affiliates like Merge—alongside All Flowers expansions, enabling broader global reach and artist support without reliance on major label infrastructure.

Labels and imprints

Secretly Canadian

Secretly Canadian was founded in 1996 by Chris Swanson, Ben Swanson, , and Jonathan Cargill while they were students at in . The label emerged from the mid-1990s DIY music scene in Bloomington, where basement shows and college radio station WIUX fostered a vibrant, grassroots community often compared to an emerging . Early releases included June Panic's Glory Hole in 1996 and Songs: Ohia's contributions to the local and experimental sound, establishing the label's roots in earnest songwriting. A pivotal moment came in 2003 with the distribution of ' , which helped solidify Secretly Canadian's reputation in circles through its introspective, regionally inspired tracks. The label's artistic focus has centered on eclectic , folk, and , with a particular emphasis on nurturing singer-songwriters who blend emotional depth with innovative arrangements. It has championed timeless voices across genres, from to , prioritizing bold and brave artistry over commercial trends. This approach is evident in its catalog of reissues and original works that highlight vulnerability and experimentation, such as Yoko Ono's catalog revivals starting in 2016. Among its notable current artists is Whitney, a Chicago-based band formed by former Smith Westerns members Julien Ehrlich and Max Kakacek, known for their soulful infused with and 1970s influences; their debut album Light Upon the Lake (2016) marked a breakthrough with its warm, collaborative sound. Another key figure is serpentwithfeet (Josiah Wise), an avant-garde vocalist and performer whose work explores themes of love, identity, and spirituality through haunting R&B and experimental elements; his label debut (2018) showcased intimate, gospel-tinged storytelling. Former artists include Antony and the Johnsons (now Anohni and the Johnsons), whose 2005 album I Am a Bird Now achieved breakthrough success, selling over 100,000 copies in two months and winning the Mercury Prize for its dramatic, lyrical chamber cabaret style. The label also played a role in elevating Damien Jurado's folk narratives, with releases like And Now That I'm in Your Shadow (2006) highlighting his poetic, introspective songcraft. Secretly Canadian's unique contributions include its foundational role in the early Bloomington indie scene, where it supported local acts and helped incubate a network of artists amid the town's DIY ethos. The label has also emphasized vinyl production through reissues and partnerships, such as collaborations for high-quality pressings of archival material like William Eggleston's Musical Work (2017), preserving analog formats in the digital era. As the flagship imprint of the Secretly Group, it continues to operate from Bloomington, integrating with the broader entity's resources while maintaining its independent spirit.

Jagjaguwar

Jagjaguwar was founded in 1996 by Darius Van Arman in , initially focusing on Midwestern indie acts and , sentimental . The label's first release was The Curious Digit's Bombay Aloo (JAG001), setting a tone for experimental sounds rooted in the local scene. In the late , Van Arman formed a partnership with , leading to Jagjaguwar's integration into the broader Secretly Group structure during the , which provided expanded resources while maintaining its independent ethos. This collaboration enabled shared distribution channels post-formation, enhancing reach for Jagjaguwar's roster without altering its core artistic direction. The label has developed a distinctive artistic focus on psychedelic, experimental, and global acts, emphasizing boundary-pushing sounds that blend dissonance with emotional depth. Jagjaguwar's international scouting efforts have brought in talent from regions like and , fostering collaborations that explore innovative textures in psych-folk and beyond. Its role in the psych-folk revival is evident through releases that captured raw, introspective aesthetics, influencing a generation of artists with haunting, folk-infused experimentation. Unique aspects include ritualistic artist partnerships and festival curations, such as showcases at SXSW, which have amplified emerging global voices and solidified the label's reputation for nurturing unconventional talent. Notable current artists include Bon Iver and Sharon Van Etten, whose works exemplify Jagjaguwar's commitment to evolving indie sounds. Bon Iver's 22, A Million (2016) marked a glitchy, electronic pivot in folk music, earning widespread acclaim for its innovative production. The project returned in 2024 with the EP SABLE,, a stripped-down triptych exploring near-blackness and primary elements, released on October 18. Sharon Van Etten has thrived under the label, with albums like We've Been Going About This All Wrong (2022) delving into introspective rock, followed by her 2025 collaboration Sharon Van Etten & The Attachment Theory. Among former artists, Songs: Ohia (led by ) and Black Mountain stand out for their influential releases that shaped the label's early experimental legacy. Songs: Ohia's partnership with included a 2000 split 7-inch with Oneida, featuring tracks like "Fat Bobby's Black Thumb," which contributed to the psych-folk movement's raw emotional core before Molina's transition to Black Mountain's self-titled 2005 debut introduced with cosmic grooves, establishing the Canadian band's stoner-psych sound and influencing subsequent global acts on the roster.

Dead Oceans

Dead Oceans was established in 2007 as an imprint of the Secretly Group, expanding from the foundational work of Secretly Canadian, with Phil Waldorf joining partners Ben Swanson, Chris Swanson, Darius Van Arman, and Jonathan Cargill to launch the label. Its inaugural releases included Phosphorescent's Pride, Dirty Projectors' Rise Above, and Akron/Family's Set 'Em Wild, Set 'Em Free, marking an immediate commitment to innovative indie sounds. Over the subsequent decade, the label experienced rapid growth, establishing offices across the United States and Europe while adapting to the digital music landscape, including the proliferation of streaming platforms that enabled broader global reach for its artists. The label's artistic focus centers on , pop, and electronic music, fostering diverse and innovative projects that reimagine the indie-rock canon for contemporary audiences. This approach supports boundary-pushing work across genres like , folk, and experimental forms, prioritizing artists who blend with sonic experimentation. Notable current artists include , whose 2020 album achieved breakthrough success with critical acclaim and commercial impact, and Japanese Breakfast, known for albums like (2017) that exemplify the label's emphasis on emotive, genre-blending indie. In 2019, integrated as a sublabel, founded by in partnership with the label to spotlight emotional alt-pop and introspective songwriting. The imprint, launched formally in 2020, has released key works such as Claud's Super Monster (2021), Sloppy Jane's Madison (2021), and Muna's self-titled album (2022), creating a supportive for emerging and female-identifying artists. Its roster also includes Charlie Hickey and recent signee jasmine.4.t, whose 2025 debut You Are The Morning was produced by members of , highlighting the sublabel's ties to Bridgers' broader network. Among former artists, early catalog highlights include , whose releases like Ones to Watch (2019) showcased delicate folk-infused experimentation before her archival status, and , contributing noise-rock intensity to the label's diverse output. distinguishes itself through a strong emphasis on visual media tie-ins, producing artist videos and multimedia content to enhance narrative depth, alongside a commitment to artist autonomy that allows creative control over projects.

Numero Group

Numero Group was founded in 2003 in by Rob Sevier and Ken Shipley, with Tom Lunt as an early collaborator, establishing it as an archival label dedicated to unearthing forgotten recordings. The label entered a partnership with Secretly Group in 2013, in which Secretly partners Ben Swanson, Chris Swanson, and Darius Van Arman each acquired a stake, integrating Numero into the broader Secretly ecosystem while maintaining its independent operations. By 2018, this collaboration had evolved into fuller alignment, supporting expanded resources for archival work without altering Numero's core mission. The label's artistic focus centers on curating and reissuing obscure recordings from the through the , spanning genres such as , , and private pressings that were often regionally limited or commercially overlooked. Employing a forensic approach—combining crate-digging, historical research, and detective-like pursuit of source materials—Numero avoids mainstream nostalgia, instead emphasizing lost cultural artifacts and sonic oddities that reveal overlooked narratives in American . Among its notable releases, the Eccentric Soul series, launched in 2004, compiles rare soul tracks from defunct regional labels, spotlighting hidden gems like those from the Capsoul imprint in . The Wayfaring Strangers series, beginning in 2006 and continuing into the 2010s, explores private-press cosmic American music, including and outsider country, with volumes like Ladies From the Canyon (2006) and Cosmic American Music (2016). These efforts have introduced audiences to lost genres, such as midwestern spiritual soul and experimental environments, through meticulously packaged vinyl, CDs, and digital formats. In current operations, Numero handles in-house mastering to preserve audio fidelity and navigates complex legal clearances, often tracking down artist estates and heirs to secure rights for reissues. The label has expanded into companion books, such as those accompanying Wayfaring Strangers volumes, providing contextual essays and photography, and has ventured into multimedia with blog-based "Stories" series that function like extended audio narratives, though formal podcasts remain limited. A prime example of revival is The Whatnauts, a Baltimore soul group whose 1970s tracks on the Eccentric Soul: The Capsoul Label compilation (2004) gained renewed cultural impact, with their song "Message from a Black Man" influencing hip-hop samples by artists like Wu-Tang Clan and highlighting themes of social commentary in overlooked R&B.

Operations and ventures

Publishing and distribution

Secretly Publishing, established in 2011 as the publishing arm of Secretly Group, administers over 30,000 musical works, including writer shares from prominent artists such as Solange, , , , , and . The division provides comprehensive services focused on royalty collection and sync licensing, enabling placements in , , and other media to maximize value for songwriters and composers. Notable successes include ' track "," which earned a 2022 Libera Award for Best Sync Usage following its feature in the HBO series . Secretly Distribution, founded in 1997 to support independent labels with a shared creative community, serves as the in-house distribution arm handling physical formats like vinyl and CDs, as well as digital streaming for Secretly Group's imprints and external partners. By 2025, it distributes for over 50 external labels worldwide, including , Captured Tracks, A24 Music, Sacred Bones, and , through global partnerships with platforms such as and . In November 2025, Secretly Distribution announced the formation of a new (APAC) division to further expand its global operations, handling priority releases including Australian labels such as Chapter Music and Spinning Top. The operational model emphasizes artist-friendly terms, including being the first distributor in 2018 to share Spotify equity value directly with labels and artists, alongside data-driven strategies for streaming optimization and hands-on marketing support.

All Flowers Group and additional arms

All Flowers Group, launched in 2022 as an affiliate of Secretly Group, operates as a curated portfolio of independent record labels focused on representing artists in streaming, vinyl production, sync licensing, and . Initial members included Ghostly International and drink sum wtr, with Ghostly's founder Sam Valenti IV serving as co-founder and co-CEO of the group. In October 2025, joined as the first expansion, enhancing the portfolio's emphasis on revered indie imprints and global artist support. Integrated partnerships further strengthen the ecosystem, such as the June 2025 acquisition of a 50% stake in Merge Records by Secretly Group's co-founders, which facilitates co-releases, shared resources, and operational synergies between the labels. Additional arms include the Secretly Store, an online platform dedicated to merchandise and vinyl sales, offering exclusive releases and subscription services like the Secretly Society Record Club for monthly colored vinyl deliveries. Secretly Group also extends representation to comedians and filmmakers, building on early 2010s expansions into comedy with artists like Tig Notaro and film projects such as executive producing The Comedy. The strategic role of these ventures emphasizes diversification beyond core music releases, particularly into sync licensing for filmmakers and producers to broaden creative opportunities. Highlights from 2024–2025 include the September 2025 global distribution deal with , covering physical and digital releases to amplify indie reach. This network fosters a broader indie ecosystem, prioritizing underrepresented genres and creators through collaborative resources and expanded distribution.

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