Secretly Group
Secretly Group is a privately held independent music label collective operating four record labels (Dead Oceans, Jagjaguwar, Secretly Canadian), a music publisher, and a distribution arm, serving a roster of artists, writers, filmmakers, producers, and comedians across nine global cities.
- Company typePrivate
- Founded1996
- HeadquartersBloomington, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
Secretly Group firmographics
Firmographics- Name
- Secretly Group
- Legal name
- Secretly Group
- Website
- https://secretlygroup.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Secretly Group is a privately held independent music label collective operating four record labels (Dead Oceans, Jagjaguwar, Secretly Canadian), a music publisher, and a distribution arm, serving a roster of artists, writers, filmmakers, producers, and comedians across nine global cities.
- Ownership category
- akta.pro rank
Secretly Group industry classification
Industry- Product category
- Independent Music Label and Publishing
- NAICS
- Record Production and Distribution (51225), Music Publishers (512230), Music Publishers (51223)
- SIC
- Miscellaneous Publishing (2741)
- akta.pro primary industry
- Performance Rights Administration (PRO Affiliation, Cue Sheet/Setlist Processing) (MPAIABAE)
- akta.pro secondary industries
- Sync Rights Representation (Pitching, Clearance, Negotiation) (MPAIABAF), Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK)
Keywords
Where Secretly Group is headquartered
LocationHeadquarters
- HQ city
- Bloomington
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Secretly Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- Streaming & Sync Licensing: Streaming and sync licensing represent core revenue streams for Secretly Group. The company has dedicated streaming and sync specialists as part of its operations.
- Physical Record Sales: Vinyl and CD sales through label stores and retail distribution channels globally.
- Publishing: Secretly Publishing represents writers and manages publishing rights.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
Secretly Group product offering
Product offeringCore offering
Secretly Group is an independent music label collective that operates four record labels (Dead Oceans, Jagjaguwar, Secretly Canadian) and a music publishing arm (Secretly Publishing), representing artists, writers, filmmakers, producers, and comedians. The group monetizes its catalog through streaming distribution, physical vinyl and CD sales via direct and retail channels, and sync licensing for film, TV, advertising, and gaming. Global operations are supported by Secretly Distribution, with offices in the US, UK, France, Netherlands, Germany, and Australia.
Product overview
Secretly Group operates as a platform of four core record labels (Dead Oceans, Jagjaguwar, Secretly Canadian) and a music publisher (Secretly Publishing), representing artists, writers, filmmakers, producers, and comedians. The company operates globally with distribution through Secretly Distribution and maintains affiliated labels including Sacred Bones Records (joined via All Flowers Group), The Numero Group, Merge Records, Saddest Factory Records, Ghostly International, Drink Sum Wtr, and 37d03d. The portfolio specializes in streaming and sync services, with global office locations in New York, Los Angeles, Chicago, Bloomington, London, Paris, Amsterdam, Berlin, and Sydney.
Differentiator
Problem solved
Functional benefit
Brands
- Dead Oceans: Independent record label operating under Secretly Group, featuring artists such as Japanese Breakfast and Mitski.
- Jagjaguwar
- Secretly Canadian
- Secretly Publishing
- Secretly Distribution
- Saddest Factory Records
- Ghostly International
- Sacred Bones Records
- The Numero Group
- Merge Records
Products and services
- Dead Oceans Independent record label under Secretly Group representing artists in the indie and alternative music space, including Mitski, Japanese Breakfast, Angel Olsen, and Phoebe Bridgers.
- Jagjaguwar Independent record label under Secretly Group representing indie rock and folk artists, including Bon Iver and Dinosaur Jr.
- Secretly Canadian Founding independent record label of Secretly Group, established in 1996 as part of the original four labels.
- Secretly Publishing Music publishing division of Secretly Group representing songwriters, writers, filmmakers, producers, and comedians; named Publisher of the Year at the 2026 A2IM Libera Awards.
- Secretly Distribution Internal distribution services arm of Secretly Group handling physical and digital distribution for the group and affiliated labels, enabling global streaming, vinyl, and sync operations.
- Sacred Bones Records Independent record label integrated into the All Flowers Group family following Secretly Group's partnership announcement in October 2025, with founder Caleb Braaten joining the All Flowers Group leadership team.
- Ghostly International Electronic and experimental music label and creative platform affiliated with Secretly Group, included in Secretly Affiliates sustainability reporting.
- Saddest Factory Records Record label operated by Phoebe Bridgers and included in the Secretly Affiliates sustainability reporting, focused on artist development.
- The Numero Group Specialty record label focused on reissues and archival releases, part of the Secretly Affiliates network.
- Merge Records Independent record label affiliated with Secretly Group, known for indie and alternative artists.
Quantifiable outcome
- 70% reduction in manufacturing carbon footprint vs 2023 baseline
- +2 more outcomes
Companies that use Secretly Group
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles4 records
Secretly Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Secretly Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Music Declares EmergencyflagshipCoalition partner in the Recycled Vinyl Campaign launched with five major independent label groups. Campaign released titles pressed on 100% reclaimed vinyl material across US, Canada, and UK markets.
- The Music Climate PactflagshipIndustry coalition partner for the Recycled Vinyl Campaign. Secretly Group joined the Music Climate Pact in 2021 with initial commitment to achieve net-zero by 2026.
- Sacred Bones RecordscoreSecretly Group announced partnership with Sacred Bones Records, integrating it into the All Flowers Group family and expanding operations across streaming, vinyl, and publishing. Caleb Braaten, founder of Sacred Bones, joined the All Flowers Group leadership team while maintaining the label's existing operations.
- MurmurcoreClimate charity partnership to collectively organize around the most entrenched aspects of carbon footprint, namely manufacturing and shipping emissions. Murmur has modernized emissions factors for LPs and collaborates on industry-wide sustainability initiatives.
- Independent Record Pressing (IRP)corePrimary manufacturing partner that has been carbon neutral since 2022. IRP produces approximately 16% less carbon footprint than traditional vinyl pressing. Secretly Group works directly with IRP to support their emissions measurement and reduction efforts.
- NativeminorCarbon offset provider used for climate-neutral commitments. Partnership with Terra Lumina Consulting and Native invested in Medford Spring Grasslands offsets for Angel Olsen's 'Big Time' album.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Secretly Group competitors and assessment
Company assessmentDirect peers
- Merge Records: Now an affiliate label under Secretly, Merge is itself a long-standing independent US label (Arcade Fire, Neutral Milk Hotel, Superchunk) and serves as the closest direct comparable for boutique indie-label operations.
- Sub Pop Records: Iconic US independent label (Nirvana, Beach House, Fleet Foxes) with a comparable alt/indie roster focus, global distribution reach, and reputation-driven artist development model.
- Matador Records: Independent label under Beggars Group with a comparable indie/alternative roster focus (Courtney Barnett, Queens of the Stone Age), making it a direct competitor for artists and sync opportunities.
- 4AD: Long-running independent label under Beggars Group with a critically acclaimed alt/indie roster (Big Thief, The National, Pixies) that competes head-to-head for similar artists and cultural positioning.
- Domino Recording Company: UK-headquartered independent label (Arctic Monkeys, Animal Collective) with comparable global distribution, sync licensing focus, and artist-development model in the indie/alternative space.
- XL Recordings: Independent label under Beggars Group known for genre-defining releases (Adele, Radiohead, The xx); operates globally with significant sync and publishing exposure analogous to Secretly.
- Partisan Records: Independent label with a comparable indie/alternative roster (Fontaines D.C., IDLES, Cigarettes After Sex) and similar artist-development philosophy targeting prestige indie talent.
- ATO Records: US independent label with a comparable indie/alternative roster (Black Keys, My Morning Jacket) and similar scale, making it a relevant direct peer for mid-sized indie operations.
Broad incumbents
- Beggars Group: UK-based independent label group owning 4AD, Matador, Rough Trade, and XL Recordings — the closest structural analogue as a multi-label indie group with global reach and publishing/sync capabilities.
- Concord Music Group: Larger independent music group combining labels, publishing, and distribution; comparable as a multi-revenue-stream indie platform and as a potential roll-up comparator for Secretly's All Flowers strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Secretly Group social profiles
Digital presenceSecretly Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Secretly Group leadership team
Management profileNumber of profiles
Profiles3 records
Secretly Group subsidiaries and ownership
Company hierarchySubsidiaries10 records
Secretly Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Secretly Group M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Secretly Group
What does Secretly Group do?
Secretly Group is an independent music label collective that operates four record labels (Dead Oceans, Jagjaguwar, Secretly Canadian) and a music publishing arm (Secretly Publishing), representing artists, writers, filmmakers, producers, and comedians. The group monetizes its catalog through streaming distribution, physical vinyl and CD sales via direct and retail channels, and sync licensing for film, TV, advertising, and gaming. Global operations are supported by Secretly Distribution, with offices in the US, UK, France, Netherlands, Germany, and Australia.
Is Secretly Group a public or private company?
Secretly Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Secretly Group founded?
Secretly Group was founded in 1996. It employs 11 to 50 people.
Where is Secretly Group based?
Secretly Group is headquartered in Bloomington, United States, in the North America region.
How does Secretly Group make money?
Three revenue lines are on record. Streaming & Sync Licensing is the primary driver. The others are physical Record Sales and publishing.
Who are Secretly Group's main competitors?
Direct peers on record are Merge Records, Sub Pop Records, Matador Records, 4AD, Domino Recording Company, XL Recordings, Partisan Records and ATO Records. Broad incumbents are Beggars Group and Concord Music Group.
Does Secretly Group have an API?
No public API is recorded for Secretly Group.
What industry is Secretly Group in?
Secretly Group's product category is Independent Music Label and Publishing. Its primary akta.pro industry code is MPAIABAE, Performance Rights Administration (PRO Affiliation, Cue Sheet/Setlist Processing), with a secondary code of MPAIABAF, Sync Rights Representation (Pitching, Clearance, Negotiation). Its NAICS code is 51225 and its SIC code is 2741.