Indiana may not be the first place you think of when asked where the music industry comes to thrive but thanks to IU grads and friends, Ben and Chris Swanson, Eric Weddle and Jonathan Cargill, Bloomington has been a destination for independent music since 1996. It should be noted that Bloomington has a long history of live music and talented performers in town but these guys really sent the scene into overdrive. Initially launched as a platform to release the music of local artists, the record label Secretly Canadian quickly gained attention for its distinctive roster of indie rock, folk, and alternative artists. The first artist signed was June Panic from Grand Forks, North Dakota. The label’s early success was bolstered by the signing of bands like Songs: Ohia (later Jason Molina), Okkervil River and Anohni and the Johnsons, as it became a key player in the indie music scene. Some other notable acts include Bon Iver, Phoebe Bridgers, and IU graduates Durand Jones and the Indications.
Over the years, they have seen great success and grew to become the Secretly Group, which includes Secretly Canadian, Jagjaguwar, and Dead Oceans. Its artists are regularly nominated for Grammys and other music awards. Also, in 2022, Secretly Group became the first independent music label in the country to have union recognition among their staff.
IU Archives became aware of this connection to IU through a meeting with Michael Kaufmann, the music manager of Son Lux and former record label manager of Asthmatic Kitty records. He also helped connect the Archives to Secretly about housing their business records and the importance of preserving these historical records.
The Secretly Canadian publicity records at the IU Archives primarily consists of publicity material created and collected by the label from its founding in 1996 through 2012. The records include include national and international press releases, album reviews, tour announcements, and interviews about artists and happenings of Secretly.
Secretly has a well curated slate of artists they work with, including Danielson. This influential indie rock project led by Daniel Smith has strong ties to two other independent Indiana based record labels I recently processed collections for: Joyful Noise (C764) and Asthmatic Kitty (C766). Gaining significant attention in the late 1990s and early 2000s, the group’s rise to fame was closely linked to its collaboration with Sufjan Stevens, a key figure in the indie music scene. The band’s unique sound and artistic vision were showcased in the 2006 film Danielson: A Family Movie, which features footage from a show in Bloomington, Indiana. Several of Danielson‘s album releases were distributed by Secretly Canadian, further solidifying their place within the American indie music landscape.
Some of my personal favorite documents show ties to the Bloomington community, such as the below article highlighting a 2005 Bloomington Little League baseball team sponsored by Secretly Canadian. They have also been known to bring their artists to town for concerts and music festivals.
With offices now spanning eight major cities worldwide, Secretly’s headquarters remain rooted in Bloomington. Their influence is a powerful force in sustaining the local arts and music scene, particularly around the IU campus. For many students, Bloomington is where they first experience live music, from professional venues to intimate house shows. For music enthusiasts, Secretly Canadian’s publicity records (C765) offers a nostalgic journey through how music was shared and discovered in the ’90s and early 2000s.
For additional information, feel free to contact the Archives or stop by to see some items on display in our new exhibit this Spring!
