Hidden Youth Records is more than just another record label – it's a mission to arm local musicians with the skills and knowledge needed to navigate the complexities of the modern music industry and generate an income from their talent.
The problem that sparked a solution
Matthew's talks were intended to share his expertise with local musicians, but instead they revealed a serious knowledge gap. The musicians' lack of understanding about how to monetise their music seriously impeded the possibility of them making a living from their work.
It's become increasingly harder to make a living in this industry since music went digital in the late 1990s. Revenues have been obliterated and reshaped in ever-complicated ways. Gone are the days of a simple percentage of royalties on physical product sales. Now success is measured in streams.
Each time a song is played on a digital platform, it generally kicks back around £0.002 to the rights holder, after a 70/30 split with the platform hosting the music. In the majority of cases, the rights holder is not the artist who wrote or played the song. That minuscule payment will probably go to the record label first, who would then portion it up even smaller, after any advances have been recouped.
From chiptune composer to industry insider
Matthew has been working in the music industry for almost twenty years. He started composing and performing his chiptune music under the name of PixelH8 in 2006. In 2012, he founded the Creative Computing Club, a specialist technology school that teaches kids to code in innovative and engaging ways.
Matthew is uniquely positioned to support musicians entering the industry today. His distinct skillset combines a passion for music, practical experience, and technical knowledge about the digital landscape that dominates the music industry.
More recently, he has accidentally become the unofficial legal advisor to some major pop stars, helping them to regain ownership and control of their music rights.
The knowledge he's gained throughout his 20-year career in the industry, means he is in a unique position to provide guidance to others in need.
A different approach
His new record label, Hidden Youth Records, is establishing a more equitable model for musicians. They will not own the rights to artist's music long-term, and will offer a significantly higher artist percentage. The label's primary goal is to educate musicians on the business side of the industry, focusing on publishing, protecting, and monetising their music.
Who they're looking for
The label seeks committed musicians across Suffolk who are serious about building careers in music. There's no preference for genre, age, or background – just dedication to performing live, engaging with media, and learning the business fundamentals.
Matthew is particularly interested in widening access to music careers, noting that the traditional industry often excludes artists due to wealth requirements. By focusing on developing artists and giving them the skills they need to monetise their talent effectively, Hidden Youth aims to create a more diverse creative landscape.
Staying local
Having a homegrown record label developing local talent is a real coup for the town. Previously, ambitious artists often had to leave the area to find professional development resources. Matthew and his team are working to reverse this trend, giving the town's best musical talent reasons to stay and pursue their dreams locally.
The bottom line
Hidden Youth Records represents more than just another record label – it's an investment in Ipswich's creative future. By teaching musicians the business skills that complement their artistic talents, Matthew is helping ensure the next generation of local artists can build sustainable careers, with or without leaving home.
To raise start-up funds, Hidden Youth are launching a range of t-shirts emblazoned with: 'I helped start a record label and all I got was this lousy t-shirt'. They can be purchased on PixelH8's Bandcamp page for twenty pounds.
For musicians interested in learning more about the label's approach, contact Hidden Youth Records at contact@hiddenyouthrecords.com.
