Secretly Distribution's 2024 in Review: Power Players & New Partners, Millions of Units & Billions of Streams, US Expansion & UK Safeguards
As Billboard recently noted, music distribution was one of the biggest stories of 2024, "largely because distribution is no longer the art of getting product onto shelves (or streaming services) — it's about services and support, flexibility and ownership": elements that Secretly Distribution has made part of its mission since first launching in 1997. Coming out of its 25th Anniversary, Secretly Distribution (SD) continued to champion the artists, record labels and creative works that drive the culture and conversation forward, from Secretly affiliates such as Dead Oceans, drink sum wtr, Ghostly International, Jagjaguwar, Saddest Factory Records, Secretly Canadian and Numero Group, to partners at Sacred Bones, Captured Tracks, Run For Cover, Rhymesayers, Chrysalis, A24 Music, Merge, Asthmatic Kitty, Joyful Noise, Father/Daughter, Big Crown, Colemine and so many more.
The company expanded its roster in not only size but genre diversity and geographical breadth, provided hands-on marketing, financial and technological support to some of the most exciting releases of the year, grew its operations overseas, and – most recently – secured the future of a top-tier, fully independent path to market for physical distribution in the UK, with the announcement of Cargo Independent Distribution.
By supporting the artists and businesses who are self-reliant by choice, Secretly Distribution enables the independents to challenge the mainstream and the majors. As SD prepares to kick off 2025 with news of more partnerships, and the official start of Cargo Independent Distribution, here are 10 key highlights that will influence the future:
1. Power Players
Throughout the year, four different Secretly Distribution executives were recognized by Billboard for the impact their work has made on the music industry. The list of Indie Power Players included Darius Van Arman (CEO) and Chris Welz (COO), while the International Power Players honored Chris Cannon (Head of International Strategy) and Tom Davies (Director of Global Marketing & Campaigns).
2. Cargo Independent Distribution
This fall, alongside Beggars Group and Cargo Records UK, Secretly Distribution invested in a strategic partnership for independent UK distribution, forming the brand new Cargo Independent Distribution (CID). Secretly Distribution will be supporting CID's investments in technological development and new personnel, as well as providing strategic direction, therefore securing the future of an independent path to market. "The team at Cargo Records UK has faithfully championed outlier labels, artists and records for nearly three decades," said Darius Van Arman, CEO of Secretly Distribution. “Including being the very first distributor to order records from Jagjaguwar – and now we have the great privilege of partnering with them in their next chapter. All of us at Secretly are very excited to be working with Cargo Independent Distribution, to help safeguard an independent route to market in the UK and Ireland." As of January 1st, 2025, Cargo Independent Distribution will also provide physical distribution and sales support to Secretly Group and its affiliates, with All Flowers Group and Numero Group being new additions to CID's physical catalog.
3. 90,000 Square Feet
At the turn of 2024, Secretly Distribution opened a new 90,000 square-foot warehouse in its home city and headquarters of Bloomington, IN. The facility serves as a recommitment to the physical format that is so important to the company’s labels, their fans, and the independent music ecosystem.
4. New Label Partners
Over the past 12 months, Secretly Distribution signed new label deals with Nashville's Oh Boy Records (John Prine, Dan Reeder), Los Angeles' Jazz Is Dead and Linear Labs (Adrian Younge, Ali Shaheed Muhammed), Italy's Record Kicks (Seun Kuti), and a dozen more.
5. New Artist Partners
Secretly Distribution also signed new label services clients such as David Gray, Salvia Palth, Devendra Banhart, Guster, Andrew Bird and more.
6. Millions Club
Secretly Distribution shipped nearly 3 million physical units in 2024…
7. Billions Club
…as their catalog amassed a record 340 billion streams and views in 2024.
8. Breakthrough Releases
More than a billion of those aforementioned streams came from the hit soundtrack for Hazbin Hotel (A24 Music), as Secretly Distribution handled global distribution and logistics for a breakthrough slate of 2024 releases. Other highlights include the retail sales and vinyl album chart-topping MF DOOM/MM..Food 20th Anniversary reissue (Rhymesayers), GRAMMY®-nominated Khruangbin's A La Sala (Dead Oceans), and many more.
9. Viral Hits
When Colin Stetson (Constellation), Molchat Doma (Sacred Bones), Yeule (A24 Music), Salvia Palth (self-released) and Sufjan Stevens (Asthmatic Kitty) all had viral TikTok hits, Secretly Distribution responded strategically, amplifying that success across platforms and formats.
10. Going For Gold
In this year alone, 5 albums and 11 singles distributed by Secretly Distribution were RIAA-certified Gold, while 4 albums were certified Platinum.
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