Secretly Group's 30-Year Bloomington Return

The Secretly Group celebrated three decades in business with a three-day homecoming event in Bloomington, Indiana, last weekend. Approximately 600 people, including label employees, artists, and local community members, gathered for the What Comes After The Blues festival.

Ben Swanson, who co-founded the label Secretly Canadian with his brother Chris in 1996, described the atmosphere as a positive family reunion. The event marked the 30th anniversary of the independent label group, which now includes Dead Oceans and Jagjaguwar.

The Roots in Bloomington

The celebration intentionally brought the global operation back to its Midwestern origins. The first night was held at the Bluebird, a historic downtown Bloomington bar. Darius Van Arman, a founder of Jagjaguwar, characterized the evening as having "local vibes." It featured early Secretly signings like June Panic and Early Day Miners.

The night culminated with a set by Magnolia & Johnson Electric Co., a project performing the music of Jason Molina. Molina's work with Songs: Ohia in the late 1990s and early 2000s first elevated the label's profile. The weekend's event title was taken from his album What Comes After The Blues. The group's lengthy set served as a tribute to Molina, who died in 2011.

Growth and Global Reach

The founders acknowledged their label's growth was partly due to its Bloomington base. Van Arman stated that the location gave them "space to make mistakes" and helped them build a robust distribution system. While the label now has offices in Los Angeles, New York, and London, its distribution remains centered in Indiana. You can explore the label's history and artist roster on our squad page.

Ben Swanson, the only founder still living in Bloomington, said their roots provide a unique perspective. "We knew early on we couldn't be a local - or even regional - label, but we have a different perspective thanks to our roots here," he reflected.

Key turning points for the label included the rising profile of Songs: Ohia and the 2005 release of Anohni And The Johnsons' I Am A Bird Now. The 2008 release of Bon Iver's For Emma, Forever Ago was another watershed, leading to increased momentum in the 2010s. For a deeper look at such pivotal releases, check our stats section.

Defining a Decade of Indie

The 2010s saw the Secretly Group labels introduce major new artists and release breakthrough albums. The combined forces of Secretly Canadian, Jagjaguwar, and Dead Oceans launched the careers of Angel Olsen, Mitski, and Japanese Breakfast. Sharon Van Etten and the War On Drugs also released pivotal albums through the group.

By the end of that decade, the release of Phoebe Bridgers' debut on Dead Oceans signaled the label's influence extending into the pop world. The founders noted their success began to compound, with multiple major releases occurring each year.

Anniversary Performances and Reflections

The festival's second major concert was held at the Buskirk-Chumley Theater. It featured newer signings and established artists, representing the label's expansion. Jordan Patterson opened the show with a solo set. She was followed by Kevin Morby and Sharon Van Etten, each performing solo.

Morby, who was playing his first show since becoming a father, built his set around songs from his Dead Oceans albums. The founders also shared stories from the label's early, more informal days. Ben Swanson recalled a clumsy royalties meeting with Jason Molina around 1999, which prompted them to move from handwritten legal pads to spreadsheets.

Chris Swanson said the partners eventually delineated their roles and hired experts as the label grew. Despite its current scale, Ben Swanson concluded that the group still aims to be "champions for the independent ecosystem." The weekend closed with artists and staff from across the globe reunited in the city where it all began.