Damian Costin’s 123 Agency is stepping into the label community through a new joint venture with Sony Music Entertainment Australia.

The new label, 123 Music, was unveiled today with an ambition to find, sign and deliver “cutting-edge” Aussie talent for a worldwide audience.

The venture, an arm of the 123 Agency, will be a “creative community for a variety of artists across all genres,” with artist signings to announced in the near future.

“Over the past few years,” says Costin, Director of 123 Agency, in a statement, “we have been busy building our business into a dynamic and powerful offering for our clients. To have the opportunity to work with Denis Handlin and his incredible team at Sony Music is a true honour. Their passion for artists and music is truly astounding. We have wanted to work closely for some time now, so we really can’t wait to launch 123 Music and create some legacy acts together.”

Costin and his team “have continually proven themselves as innovative and forward-thinking professionals, and we are delighted to welcome them to the Sony Music family,” notes Denis Handlin AO, Chairman & CEO, Australia & New Zealand and President, Asia, Sony Music, in a statement. 123 Music, he adds, “is an exciting venture that will enable the diversification and development of a talented roster of Australian artists. This venture will further expand Sony Music’s brilliant roster of artists and we are looking forward to an exciting future together.”

Tash Sultana rocks out onstage
Tash Sultana rocks out

The booking agency, established by Costin, the former Motor Ace drummer, in 2013, today has an office in Melbourne and represents a diverse roster featuring Tash Sultana, Kingswood, Killing Heidi, Kiwi rock faves Shihad and many others (Mom + Pop released Sultana’s debut Notion EP in the United States last year).

Presumably, the label will rely on Sony Music’s marketing, promotional and back-end muscle and, when the time comes, its global network of Sony Music affiliates.

123 Music will draw some inspiration from the efforts of the long-term joint venture record label deal struck by Stu MacQueen and Gregg Donovan, directors of management company Wonderlick Entertainment, and Sony Music Australia back in 2012. Wonderlick, in partnership with Sony Music, signed Amy Shark to a global record deal in 2016 and the rest is writing itself as the Gold Coast artist emerges as one of Australia’s brightest pop stars with No. 1s, major international festival slots and key U.S. TV spots.