It was at the height of Black Lives Matter’s surge into the forefront of the nation’s consciousness after George Floyd’s killing in 2020 that Pasadena-based music professor Katrina Frye got the confidence to establish her own record label, Lauretta Records.
A Black woman herself, Frye, wanting to make “the invisible, visible,” envisioned that her label would be a home to local artists, especially those belonging to minority groups.
“I wanted to amplify the voices of women, people of color, and our LGBTQIA people to really not only be the face of music in the music industry and where we should be headed, but I wanted them to be owners and profit sharers,” she told Pasadena Now.
Frye, who has been in the music industry for a decade, said Lauretta Records is an avenue where artists can truly make a sustainable living. She said the label makes this possible by focusing on landing the songs on television commercials, shows and films.
“What happens in most larger majors is that they want a viral artist. They want the next TikTok star. They want a radio hit. We are really not interested in all of those things, which are great things, but not our priority.”
“Our priority is truly making sure that the artist is making a catalog that’s going to sustain them and provide for them to get licensed over and over again throughout their career in TV and film.”
The current roster of artists at Lauretta Records spans genres from soul, dark synth-pop to R&B.
On Sunday, Lauretta Records will stage its label showcase in an event called “Lauretta Records & Friends, A Night of Music, Art and Community.”
Label artists Jordan Frye, Kesha Shantrell and Revel Day will be among the artists who will premiere some of their new material during the event which will be held at Frankie: Mission Road Studio from 6 to 9 p.m.
“The night is really about new music, new artists. I hope that everyone leaves with kind of a ‘discovery playlist’ of people they want to listen to,” Frye said.
Frye called on communities to keep supporting Pasadena’s talented artists.
“This is the beginning of a new chapter, and not just for me and not just for my artists, but really in the music industry.”
“And people should really, really start to invest in local artists, local art makers, because as the world becomes global, we need to start to remember that our artists here at home, especially in Pasadena, need even more care and investment,” Frye said.
For more about Sunday’s event, click here.
