By Joey Lopez
Vancouver, for all its vast beauty that it’s so well known for, the music scene often gets overlooked. Local label and arts collective Nyhla Records are inspired by the vast beauty of the West Coast and are working hard to put the city back on the musical map, fostering the creation of cultural capital with each artist collaboration.
Nyhla was born within the inferno of a frustrating creative rut, not sure where to go or what to do creatively, founder and CEO Angus Maude found himself photocopying papers at the law firm his mother worked at.
“I knew I wanted to start something or do something creative. It’s really funny, I was searching hashtag Vancouver music on Instagram and I found Jake Hope and I just thought ‘How does no one know this guy?’ So I ran into my mom’s office and told her I knew what I was doing with my life: I was going to manage artists,” says Maude, laughing at the storybook origins of his record label. After three years the label has gone from a pipe dream to a creative collective known for thrusting new artists into the local spotlight.
Deriving its name from Maude’s grandmother and taking inspiration from her personality and personal philosophies, Maude wanted to replicate the feelings of safety and familiarity he had when visiting her in her home, “She’s like the ambassador of our family, the CEO. She’s very welcoming and supportive and that’s what we want to be for the city and for artists. We were trying to create a space where you can grow, you can learn, you can collaborate and meet people.” Maude, who founded the label in 2015 at the age of 19 and is himself an artist represented under the Nyhla umbrella, is not alone in his efforts. He is joined at the head of the company by two other multi-disciplinary artists: Producer Sam “maSHerman” Herman and artist Taylor “brookx” Friginette of Honeyvelvet.
Usually focusing on online distribution to push their artists toward the mainstream, the label finds other ways to make their clients known to the city through their yearly events known as Radar. Hosted at East Van’s storied underground venue 333, the showcase aims to introduce the city to upcoming artists, within and outside the label “We’re going to need Vancouver to succeed if we’re going to succeed,” says Maude of the shows spearheaded and created by Herman.
“If we can show the city that there are a bunch of really good artists here that they can actually support and enjoy and root for, then I think it’ll change this city’s whole vibe and culture. But I think there’s more groundwork to be laid and this is something we say all the time: Nobody cares until people care. With the future of the scene here, our idea is if we can get one of our artists or all of our artists on tour, get our photographers and videographers out there and show the city that they’re doing stuff, when we come back people will see these artists are from Vancouver and give their support.”
With their contributions to the local music scene by opening up avenues of creative collaboration and exposing the city to the talent that is ready to burst out and take on the world, Nyhla Records are quickly making themselves known to upcoming musicians across Vancouver.
For more on Nyhla Records, visit www.nyhlarecords.com