Amplifire Music, the Brisbane-based artist management and label services company established in 2004, has spent two decades pioneering a model that puts creative and financial power back into the hands of the artist. RYM Magazine caught up with founder and director Stu McCullough to discuss their philosophy, the upcoming Jungle Giants album, and why Ziggy the Cat is a core team member.
McCullough’s journey began with a decade in A&R and marketing at Sony Music. However, he eventually transitioned into management in 2004. He found his ultimate business structure while working with The Jungle Giants. “I could see that the tide was changing,” McCullough explains. He realized management could assemble its own teams to replicate label services. Crucially, this allowed artists to maintain complete creative and financial control. This philosophy—giving artists creative and financial control—is the heart of Amplifire. The company successfully deployed this model for The Jungle Giants’ debut album, Learn To Exist.
Focusing on the Art, Not the Grind
Today, Amplifire is home to The Jungle Giants, Sam Hales, and the newly signed band Tear Drive. The core team also includes Stu McCullough, Hannah Morrison, Hayley Marsten, and Ziggy the Cat. For Amplifire, supporting artists means helping them keep sight of the bigger vision. McCullough stresses that the primary goal is not to get “bogged down in the grind of the everyday,” especially the constant pressure to create social media content. Instead, they focus on the core art in music and its visual expression. An effective independent relationship, he notes, relies on regular communication, open discussion, and maintaining a sense of fun.
Looking ahead, Amplifire is excited about its new signing, Tear Drive, an impressive young Australian band with a natural skill for songwriting. Meanwhile, the team is finalizing The Jungle Giants’ highly anticipated fifth album. It is set for a mid-2026 release, with new music dropping in February. The album release will be followed by extensive Australian and international touring throughout 2026 and 2027. McCullough remains optimistic about the independent sector, stating that indie artists will always “blaze a path” through obstacles. Finally, his advice to aspiring industry professionals is simple: “Go for it. Start your own business. Seek out mentors… Don’t die wondering.”
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