How Passion and Persistence Led to the Creation of FOLD
In the competitive world of production music, creativity and innovation are key. Two industry veterans, Paul Sandell and Gavin O'Shea, have forged their paths by harnessing their deep love for music and their determination to redefine how production music can thrive in today's shifting landscape. Through their experiences and efforts, they’ve built FOLD, a music label carving out a unique space in the industry. Here’s how they got there and what they’re looking to accomplish next.
The Journey Begins: From Music Enthusiasts to Industry Professionals
For Sandell, the journey into music began at home. Growing up in a household where records played constantly, his musical obsession was sparked early.
"Everything from Talking Heads to Led Zeppelin to Kate Bush to Tangerine Dream soundtracks," he recalls, highlighting how this constant exposure fed into his passion for music. By age six, he was already buying records and spent much of his youth devouring UK music papers like NME and Melody Maker.
With such a foundation, Sandell always knew he’d end up in the music industry. His break came in 2004 when he interned at Domino Records in London.
"It was a great time to be there," he says, recalling the buzz surrounding artists like Franz Ferdinand and Arctic Monkeys. His role evolved from intern to digital distribution, and eventually into public relations. Over nearly eight years, Sandell had the privilege of working with a roster of impressive artists, from Franz Ferdinand and Arctic Monkeys to Wild Beasts and Four Tet.
"I’m thankful for working with such great artists," he reflects.
But after nearly eight years at Domino, Sandell was ready for a change. When an opportunity to work at KPM/Sony presented itself, he jumped at it. KPM, renowned for its library music, was already an interest of his.
"I'd already been digging through KPM records and was aware of people like Keith Mansfield and Alan Hawkshaw," he explains.
Although the transition was challenging, with redundancies and management changes, Sandell and his team managed to steer KPM through turbulent times and help shape its future.
During his time at KPM, PS worked on getting the KPM archive digitized and brought to light once more, a pioneering effort in the industry.
"We were the first label to really get all that work done," he notes, highlighting the significance of this effort for both the music industry and record collectors. He also played a key role in organizing events like the KPM Allstars' sellout show at the British Library, which celebrated the legacy of library music.
By 2021, after working on a Mercury Music Prize-nominated album with Hannah Peel, Sandell left KPM, having made his mark on the industry. The album was the first library album to be recognized alongside commercial albums, underscoring the potential and value of production music in the modern industry.
For O'Shea, the story began with a background in composition and music direction for arts projects, theater, and advertising. Working with talented but financially struggling musicians, O'Shea noticed that those who thrived often diversified their efforts, particularly by producing music for libraries.
"The smartest guys had also produced music for music libraries," he recalls, which provided them with a steady income. His partnership with Jon Tye to create Lo Editions, and later develop it with BMG and UPPM, has supported their label for years, laying the groundwork for FOLD.
FOLD: A Production Music Label with a Difference
FOLD was born from a desire to challenge the traditional norms of production music by bringing in commercial musicians to create music that offers something unique. Sandell draws parallels with the iconic BBC Radiophonic Workshop, where experimental electronic music was created for television by pioneers like Delia Derbyshire and Daphne Oram.
"There's a rich history of musicians/artists from outside the library world making music, and we want to continue that," says Sandell.
FOLD’s approach is both artist-driven and focused on fairness. As streaming has dramatically altered the landscape for musicians, Sandell and O'Shea are determined to ensure that FOLD offers a platform that not only promotes creativity but also provides fair compensation to its composers.
"We want to make sure everything the composers want to make is interesting for them and ensure they are proud enough to have their artist name on it," says Sandell.
O'Shea emphasizes that FOLD is an artist-led catalog, rewarding creators at a rate that approaches commercial publishing rates while allowing them to maintain ownership of their catalog. This setup benefits both the artists and the industry, as it ensures that quality music is produced while also providing a safety net for musicians during their creative endeavors.
Sub-Labels: The Best of Independent UK Music
FOLD’s partnerships with sub-labels represent the cream of the independent UK music industry.
"Their rosters are made up of the best creative musicians around," says O'Shea. Among the labels FOLD works with are Warp Records, known for pioneering electronic music, and Domino, home to acts like Arctic Monkeys and Franz Ferdinand. Mute Records, another key player in electronic music since the late '70s, is also part of the fold. These partnerships allow FOLD to offer music from a diverse range of artists while maintaining high standards of creativity.
Maintaining Quality: A Flexible, Artist-Centric Approach
FOLD’s success lies in trusting the artists they collaborate with. "We trust the artists to do what they do best," O'Shea says, explaining that the process is more about curation than instruction. Each project is unique, with some artists open to direction while others prefer to deliver music on their own terms. The flexibility in approach ensures that the music remains fresh and that the artists feel empowered in their creative process.
Sandell echoes this sentiment, noting that many of the artists they work with already have elements of production in their commercial music, making it easy to maintain high standards. By allowing artists to explore and experiment, FOLD ensures that each release is something the composer is proud to put their name on.
Looking Ahead: A Strong Partnership with APM Music
FOLD's partnership with APM Music is a significant step forward in their journey.
"We’re really pleased to be with APM Music," says Sandell, highlighting APM's industry leadership in the US. Having worked with APM’s team closely during his time at KPM, Sandell is excited to see how far this partnership can take FOLD.
O’Shea also emphasizes the respect they have for APM, noting how their support has been crucial in developing the catalog.
"We know they understand us and what we are trying to achieve with our music," he says.
With FOLD, Sandell and O'Shea are building something that stands apart in the world of production music. By blending commercial music with production needs, fostering artist-led creativity, and prioritizing fairness in the industry, they’re offering a fresh take on a rapidly evolving field. As they continue to expand their partnerships and releases, it’s clear that FOLD is not just another label but a new chapter in the history of production music.
Listen to FOLD's catalog below.
By Ted Reyes
