As the world opens up from the mess created by COVID, Mirror Music Group embarks on its own international journey.

Kurt Bailey’s independent music company signs U.K. act L’objectif, the first in what should be a wave of border-hopping activity for its roster and staff, TIO can reveal.

L’objectif, a buzzy new band out of Leeds whose members are still in school, is getting attention in the capital.

With a sound that weaves jazz funk, punk, post-punk, and the type of rock you could build a barn with, the youngsters are licensed through Chess Club Records and Red Light Management.

Their debut single ‘Drive In Mind’ is lined-up for its first play on triple j this weekend.

Next up, a second single ‘Burn Me Out’ is due out next Tuesday (May 25), ahead of an EP launch and third single in early July.

Watch L’objectif’s ‘Drive In Mind’:

“We planned on making the most of our time in the U.K. by finding some local acts to work with in Australia — we just didn’t realise it would happen a month into being here,” Bailey tells TIO.

The Mirror team was tipped off by one of its artists, Lachlan McGuffie from Queensland indie outfit Ivey. “I knew immediately that we had to find a way to work together,” adds Bailey.

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From this week, L’objectif will be introduced to Australian media and promoters with a long-term goal to bring out the act next year to Australia, currently their third biggest streaming market.

“At just 16-17 years old,” Bailey enthuses, “these guys are the total real deal and it’s not often you come across bands like this anymore. I have admired the work Peter and Will from Chess Club Records do for years so we’re really thrilled to partner with them in Australia and New Zealand and build a path forward for L’objectif.”

It’s early days, but L’objectif has already enjoyed stints in the spotlight via pushes on Jack Saunders Radio 1 show ‘Next Wave’ and by Steve Lamacq and Tom Robinson on BBC 6Music.

“We’re happy to partner with passionate people like Kurt, Nick and their team at Mirror to help introduce this exciting young band to the world,” comments Peter McGaughrin, director at Chess Club Records and Red Light Management.

L’objectif is a reflection of Mirror Music’s international ambitions.

The Sydney-based company, which represents the likes of chart-toppers Gang of Youths, country artist Brad Cox and singer-songwriter Charlie Collins, has already established its infrastructure by way of an outpost in London, boasting two staff.

brad cox 2020 press shot
Brad Cox. Credit: Maclay Heriot

Bailey has extensive experience in the U.K. and is keen to build on that presence over the next year or two, in parallel with an expanding enterprise in Nashville, the home of country music.

In the meantime, the local team taking care of Australia is headed up by General Manager Nick Lynagh.

Mirror Music’s U.K. office is anything but a vanity project. Sometime down the track, a Gang of Youth campaign will be coordinated through the London team. “With them being signed out of the U.K. to Warner plus living here the last three years,” Bailey says, “it was time to make the move.”

The pandemic has created some breathing space for Bailey. “We’re going to use this time to also build out the label and publishing company with U.K. and European acts,” he tells TIO.

Within that expansive model, Bailey and his team will identify direct signings but also to license acts into Australia, much in the same manner as the L’objectif arrangement.

Gang of Youths rooftop 2017 go farther into the lightness era
Gang of Youths


“This will give us a really great opportunity to deepen the relationships with the local industry over here and enhance our ability to execute strong global campaigns for our roster,” he explains.

Currently, Cox is signed to Sony Nashville and Australia for publishing and recording.

Once travel opens up, plans are to regularly shuttle between the U.S. and U.K., and ultimately secure several key staff in Nashville to grow out the country side of its roster.