Incorporated in April 2005, 12tribe records is an independent contemporary Christian music label.
The brainchild of creator David Paul, the label was initially formed around a conglomerate of musical friendships and interests. Built upon the founding sounds of Beyond and the Anselm, 12tribe records' debuts confidently emerged in 2006, a year after its inception, promising a unique, alternative medium in Christian music production.
It wasn't long before industry plaudits affirmed the label's integrity in its musical direction and cited great anticipation for the future of the fledgling label. Awards followed, not only for the musical aplomb of its artists but also in rewarding 12tribe records' acumen in business initative and excellence.
In 2007 12tribe records began to diversify its functions into event management, successfully launching its own Christian music platform within its Arisen Nation programme.
2008 then saw the label develop further with new artist affiliation through publishing and distribution agreement, with NlighteN being a forerunner in this new music coalition. This operational mutation, if successful, is likely to underpin the strategic direction of the label in the long-term.
So what now? 2009 brings with it an earnest and concerted endeavour to consolidate opening successes. An improved emphasis on creating and accomplishing organisational goals exists, especially in terms of solidifying marketing aims in more effectively reaching target audiences. Domestic promotion is top priority in a year that will bring 3 new releases through the 12tribe label. And hopefully alongside this new music, with increased public awareness, a new wave of listeners keen to support 12tribe records in their musical revolution.