Independent Artists Deserve Better - Ninja Tune Shows Us How It's Done

From the very beginning, Ninja Tune was more than a record label. It was a manifesto. Matt Black, co-founder of the label alongside Jonathan More, often speaks of “cooperative capitalism” as the guiding principle behind Ninja Tune’s existence. In stark contrast to what he calls “F.U. capitalism”—the kind that prioritizes profit at the expense of collaboration and creativity—Ninja Tune was built on the idea that mutual benefit could drive both artistry and business.

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This ethos stood out in an industry notorious for compelling artists to compromise their creative vision in favor of commercial viability. For decades, countless musicians have found themselves trapped in exploitative label contracts, forced to prioritize marketability over authenticity.

Many independent artists, especially those starting out, are often pressured to dilute their art to fit the demands of mainstream trends or label executives, sacrificing their original vision in exchange for the resources needed to survive in the industry. This cyclical struggle has seen artists trade their creative freedom for fleeting commercial success, only to later reflect on the compromises they were forced to make.

This philosophy shaped the label’s operations, its ethos, and its relationship with artists. It was a network of mutual trust, innovation, and independence. Over three decades later, Ninja Tune’s commitment to this principle remains unwavering; serving as both an outlier and a benchmark in the music industry.

By the late 1980s, Coldcut had already made waves in the UK music scene. Their remix of Eric B. & Rakim’s Paid in Full introduced a new approach to sampling, layering unlikely sounds to create something transformative. Yet, their success within the framework of major labels left them disillusioned. The industry’s relentless focus on commercial viability felt at odds with their creative ambitions.

Ninja Tune was their response—a vessel for experimentation and autonomy. More and Black envisioned a label where the relationship between artist and label wasn’t adversarial but symbiotic. Their “cooperative capitalism” model ensured that Ninja Tune would remain fiercely independent, prioritizing long-term collaboration over short-term gain. Artists were given the space to experiment, fail, and succeed without the looming shadow of corporate expectations.

Ninja Tune’s early catalog was an extension of its philosophy. Releases like Zen Brakes Vol. 1 by Bogus Order (a Coldcut pseudonym) and the Jazz Brakes series under DJ Food encapsulated the label’s ethos: experimental, genre-blurring, and unafraid to challenge conventions. These records weren’t aimed at radio play or chart dominance. They were designed to resonate with those who sought something different.

This approach found a loyal audience among DJs and producers, particularly within the burgeoning trip-hop and downtempo scenes. Ninja Tune quickly developed a reputation as a haven for the unconventional.

The success of Ninja Tune’s early releases attracted a cadre of artists who shared its ideals. The Herbaliser brought cinematic flair to hip-hop, while Amon Tobin explored the outer limits of electronic sound design. Funki Porcini’s surreal jazz experiments and The Cinematic Orchestra’s orchestral-electronic hybrids further expanded the label’s sonic palette.

The label’s approach to artist relationships was markedly different from the norm. Contracts weren’t about locking artists into rigid frameworks but providing them with the resources and freedom to explore their creative potential. The label was an early adopter of multimedia and digital technology, recognizing its potential to amplify the creative experience.

Coldcut’s 1997 audiovisual piece Timber used repetitive video loops as percussion. It was a reimagining of how sound and image could interact.

Similarly, Ninja Tune’s embrace of the internet in the mid-1990s was ahead of its time. While many labels were resistant to the digital revolution, Ninja Tune saw it as an opportunity to connect directly with its audience. The creation of Ninjatune.net provided a platform for fans to engage with the label in ways that were unprecedented at the time.

In 1997, Ninja Tune launched Big Dada, a sister label focused on hip-hop – a platform for artists who were redefining what hip-hop could be.

Roots Manuva’s Brand New Second Hand offered a distinctly British take on the genre, blending sharp social commentary with innovative production. Wiley, Diplo, and Young Fathers would later add to Big Dada’s legacy, proving that hip-hop, like Ninja Tune itself, could thrive outside of conventional boundaries.

Ninja Tune’s roster has always reflected its principles. Artists are treated as stakeholders in a shared vision rather than commodities to be exploited. This model has produced some of the most groundbreaking music of the past three decades:

• Amon Tobin:
  
  
  
  With albums like Supermodified and ISAM, Tobin carved out a space for intricate, immersive sound design, pushing the boundaries of what electronic music could achieve.
  
  Shop our Amon Tobin collection here
  
  
• Bonobo:
  
  
  
  A key figure in the label’s evolution, Bonobo’s blend of downtempo, live instrumentation, and emotive storytelling brought the label to a wider audience with albums like Black Sands and Migration.
  
  Shop our Bonobo collection here
  
  
• The Cinematic Orchestra:
  
  
  
  Their sophisticated, orchestral approach to electronic music culminated in masterpieces like Every Day, which remain some of the most ambitious projects in the label’s catalog.
  
  Shop our The Cinematic Orchestra collection here
  
  
• Thundercat:
  
  
  
  Known for his virtuosic bass playing and genre-bending approach, Thundercat has become a modern icon of experimental music, with albums like Drunk and It Is What It Is showcasing his unique blend of jazz, funk, and soul.
  
  Shop our Thundercat collection here
  
  
• Kamasi Washington:
  
  
  
  As one of the most influential figures in contemporary jazz, Kamasi’s sprawling, ambitious works like The Epic reflect Ninja Tune’s commitment to supporting music that defies easy categorization.
  
  Shop our Kamasi Washington collection here
  
  
• Bicep:
  
  
  
  Representing Ninja Tune’s continued relevance, the duo’s Isles album bridged nostalgia for ‘90s rave culture with modern production techniques, earning critical and commercial acclaim.
  
  Shop our Bicep collection here
  
  
• Floating Points:
  
  
  
  A pioneer of atmospheric electronic music, Floating Points has redefined what modern electronic albums can achieve, with records like Elaenia and Promises (a collaboration with Pharoah Sanders) standing as testaments to his artistry.
  
  Shop our Floating Points collection here
  
  
• ODESZA:
  
  
  
  One of the more mainstream successes on the label, ODESZA’s blend of lush, melodic electronica has brought Ninja Tune into broader global recognition.
  
  Shop our ODESZA collection here

These artists, among others, exemplify the label’s belief that mutual benefit—between artist and label, art and audience—is the key to longevity.

By the 2010s, Ninja Tune had grown from an underground phenomenon to a global cultural institution. Its influence extended beyond music, shaping the way independent labels approach business, community, and creativity.

Even as trends shifted, the label remained steadfast in its principles. Ninja Tune didn’t chase the mainstream; it redefined it. Its GRAMMY nominations, chart successes, and critical acclaim are not just accolades but affirmations of its cooperative capitalism model.

Fast forward to today, in an industry increasingly driven by algorithms and bottom lines, Ninja Tune’s continued success proves that cooperation, rather than exploitation, can be a sustainable and profitable model for creativity. For over 30 years, it has demonstrated that an alternative way of doing business—not just in music, but in any creative industry—is not only possible but sustainable.

The Revolver Club is excited to collaborate with Ninja Tune and bring its pioneering music to new audiences. As India’s largest vinyl retailer, we share the label’s passion for supporting independent artists and fostering a deeper connection to music. Together, we aim to celebrate the power of great records and continue building a global community of music lovers.

Explore the TRC x Ninja Tune Superstore here