“It was the early part of 2001 in London. When I originally formed Jetplane Landing with my song-writing partner Jamie Burchell, the idea for Smalltown America was nothing more than a mechanism that would allow us to release our own records,” Andrew told the ‘Journal’.

“However, for some reason, people really liked what we were doing both musically and in terms of doing things for yourself; recording the music, designing the packaging, putting the music out and getting it into the shops. Demos started to come in from some really interesting artists and we couldn't resist getting behind the stuff that we really liked. Things began to really take off from there.”

Andrew revealed that at one point, STA were getting literally hundreds of submissions every week, which in turn lead to the establishment of their hugely popular Public Service Broadcast series, a quarterly compilation CD featuring around 22 hand-picked tracks by the label staff. including bands like Blood Red Shoes, Frank Turner, The Go! Team and of course Derry's very own Fighting With Wire.

Strength to strength

Since then, the label has gone from strength to strength. “The only thing we originally wanted to achieve was a smart and sustainable model that would allow us to release Jetplane Landing's records. As things started to develop and we found the artists we really wanted to support, we really threw caution to the wind.

“You’re only ever as good as the artists who submit their music for consideration, and our amazing label volunteers,” Andrew went on, “Fortunately we've been very lucky to have worked with some of the very best people in the business. Our mantra always has been and always will continue to be “Good music needs to be heard”. If we like it, can afford to release it and can get behind it, we will do it.”

Above all else, it’s the continued love of music that spurs the label on: “I think that now we're a DIY collective in the truest sense; we only work here because we love the music we’re putting out. It really is that simple. We want to make the sort of records that we would buy ourselves. Our artists donate 20% of their earnings on any record to help out other artists on the label, creating a cycle that allows us to continue to release records.”

Emerging artists

Andrew spoke of the myriad of artists now involved with Smalltown America: “We have a lot of excellent artists that we are really proud to be working with. Alan MX, A lo-fi electro pop wizard from Hampshire and The Young Playthings, a fun and explosive power-pop trio from Oxfordshire are two in particular. Both artists will be appearing at the upcoming City of Song Festival this weekend.”

“Some of our other upcoming releases include long players from An Emergency, The Light Sleepers and Let Our Enemies Beware.