On a mission to further amplify the voices of Indigenous artists and celebrate their rich cultural heritage, this month Australian/Yorta Yorta artist Briggs, and Linc YowYeh – a Murrie Man of Darumbal/Goreng Goreng/South Sea Islander heritage, have announced they will be collaborating with Universal Music Australia to launch their new Indigenous music label, Irruk Birruk

Irruk Birruk, - whose name was taken from the Yorta Yorta language meaning 'yesterday',reflecting the focus on music from the past - is a label aimed at distributing music from the Aboriginal and Torres Strait Islander community within Australia, whilst also protecting Indigenous songs and stories from being lost to history.

Aside from distributing artist's music within Australia, the new label will also create never-before opportunities for Indigenous artists to share their music with global audiences.

Founder of First Nations record label Bad Apples Music, Adam Briggs, who has been instrumental in the development and success of Irruk Birruk, shared that with the creation of this new label, he is hoping to create a space where First Nations artists can continue their storytelling well into the future.

"Adaptation has been a cornerstone of our culture for thousands of years. It's been the North Star of our survival, and Song is how we communicated. It's where we preserved and nurtured our truth, where we forged our history, and I want to make sure our musical history is remembered and celebrated - now and forever," he said.

"My intention with Irruk Birruk is to ensure the next chapter for Indigenous Artists is strong, unbroken and sustainable. A home where we can continue to share our song with the world for thousands of years."

Irruk Birruk has been created to be run as a not-for-profit, with artists nominated to join the service by both Briggs and Linc. Additionally, legal support has been provided by Media Arts Lawyers with publishing representation offered by Universal Music Publishing, and Global Digital Distribution provided by Universal owned Virgin/ Ingrooves.

When speaking on the label official launch general manager of Catalogue, Liam Dennis shared that Irruk Birruk marks a significant milestone in the businesses commitment to supporting and advocating for both Indigenous talent and culture.

"The launch of Irruk Birruk marks a significant milestone in our commitment to supporting indigenous talent and fostering cultural diversity in the music industry," he said.

"We believe in the power of shaping culture and igniting positive change within communities through the power of artistry, and by leveraging our global network, Irruk Birruk will allow for greater exposure of Indigenous music, and will give Indigenous artists a wider audience both now and in the future, while also ensuring ownership and control of the recordings stay with the original creators."

The program has already released over 150 recordings, providing distribution to artists such as Coloured Stone and Dave Arden, with ambitions to offer the service to many more Indigenous artists from the past who haven't had the opportunity to share their songs with the world in the streaming age.

"We know there's many Australian First Nations artists with recorded works from the past that simply aren't available for discovery on digital services, and we're delighted to unlock those recordings to ensure the songs and stories are preserved for future generations," he said.

Proud Murrie man Linc YowYeh also shared his thoughts on the new label and the excitement surrounding his involvement.

"It's a unique model which basically acknowledges and recognises the unsung heroes and pioneers of this industry. It's a chance to honour the musical journey and legacy of every artist who is highlighted through Irruk Birruk, and I've loved being part of its creation," he said.

As a music company, Universal Music Australia understands and appreciates the importance of music in creating and protecting First Nations culture.

President and chief executive officer of Universal Music Australia, Sean Warner, noted that he is eager to implement meaningful change within the business striving to further continue and respect the lasting impact First Nations peoples have had - and continue to have - in shaping the music industry.

"We acknowledge and respect the importance and lasting impact First Nations peoples have had in shaping culture, community, expression, and connections through music for many years. Our intent is to help them tell their stories, share their identities and amplify their voices, for the enrichment of all Australians across recorded music, music publishing, merchandising, and audio-visual content," he said.

"This is reflected in our recently launched Reflect Reconciliation Action Plan, where we have committed to creating opportunities, programs, and support networks, for Aboriginal and Torres Strait Islander peoples so that we can continue to implement meaningful change within our workforce, communities and the broader music industry."

With Universal Music Group known as the world leader in music-based entertainment, the creation of this new label is paving the forward for both the First Nations community and the broader music industry.

Irruk Birruk will not only help bring Indigenous artists and music to a wider audience, but also provide a wealth of opportunities and exposure for artists in and outside Australia.

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