Innovative Leisure
Innovative Leisure is a Los Angeles-based independent record label founded in 2009 that releases and sells music across vinyl, CD, cassette, and digital formats from a roster of 70+ artists in psychedelic, electronic, indie, and experimental genres via DTC e-commerce and Bandcamp.
- Company typePrivate
- Founded2009
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Innovative Leisure does
Innovative Leisure is a Los Angeles-based independent record label founded in 2009 that curates and distributes music from a roster of more than 70 artists spanning psychedelic rock, electronic, indie, R&B, soul, and experimental genres. The label operates a direct-to-consumer e-commerce business through a Shopify storefront at innovativeleisure.net and a parallel Bandcamp presence, selling music in multiple formats — vinyl LPs at $18.98-$24.99, CDs at $12.98-$14.98, cassettes at $8.99, and digital album downloads at $9.99 — supplemented by streaming royalty distribution via Spotify and iTunes. Its current roster of approximately 30+ active artists includes BADBADNOTGOOD, Nick Waterhouse, Rhye, Nosaj Thing, Hanni El Khatib, Allah-Las, Wall of Death, Mint Field, and Tropics, with an alumni roster of 30+ former artists. The label is privately held with no disclosed external funding, operates with 1-10 employees from its headquarters at 2658 Griffith Park Blvd. #324, Los Angeles, and reaches consumers through social media channels (Instagram, Facebook, Twitter, YouTube), email newsletter, and artist-driven touring and festival appearances.
Innovative Leisure firmographics
Firmographics- Name
- Innovative Leisure
- Legal name
- Innovative Leisure
- Website
- https://innovativeleisure.net
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Innovative Leisure is a Los Angeles-based independent record label founded in 2009 that releases and sells music across vinyl, CD, cassette, and digital formats from a roster of 70+ artists in psychedelic, electronic, indie, and experimental genres via DTC e-commerce and Bandcamp.
- Ownership category
- akta.pro rank
Innovative Leisure industry classification
Industry- Product category
- Independent Record Label
- NAICS
- Arts, Entertainment, and Recreation (71), Musical Groups and Artists (71113)
- SIC
- Retail-Record & Prerecorded Tape Stores (5735)
- akta.pro primary industry
- Mobile Music Creation Apps (Beatmaking, Songwriting, Practice) (MPAIAIAC)
Keywords
Where Innovative Leisure is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Innovative Leisure business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Album Sales (Physical): Sale of vinyl records, CDs, and cassette tapes through direct e-commerce and Bandcamp. One-time purchase per physical format.
- Digital Downloads: Sale of digital album downloads in MP3/FLAC format through their storefront. One-time purchase per album.
- Merchandise: Sale of band merchandise including apparel and accessories alongside releases.
- Streaming Royalties: Indirect revenue from streaming platforms like Spotify through artist royalties on releases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | LP (Vinyl) albums |
| Unit Pricing | Pay-as-you-go | CD albums |
| Unit Pricing | Pay-as-you-go | Digital albums |
| Unit Pricing | Pay-as-you-go | Cassette tapes |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Innovative Leisure product offering
Product offeringCore offering
Innovative Leisure is an independent record label based in Los Angeles that signs and releases music for a roster of artists spanning psychedelic, electronic, indie rock, R&B, and experimental genres. It distributes physical formats (vinyl LPs, CDs, cassettes) and digital downloads of its releases direct-to-consumer through a Shopify storefront and Bandcamp, and also sells band merchandise.
Product overview
Innovative Leisure is an independent record label based in Los Angeles, CA that represents a diverse roster of artists spanning psychedelic rock, electronic music, indie, soul, and experimental genres. The company operates primarily as an e-commerce platform selling music in multiple formats including vinyl records (LPs), CDs, digital downloads, and cassette tapes. Key artists include Wall of Death, Vicktor Taiwò, Tropics, Superhumanoids, Mint Field, The Molochs, Nosaj Thing, and Pinky Pinky. Products are sold through their Shopify-based online storefront at innovativeleisure.net, with physical inventory shipped from their Los Angeles location (2658 Griffith Park Blvd.). The label also releases merchandise alongside music releases.
Differentiator
Problem solved
Functional benefit
Products and services
- Loveland (Wall of Death) French psychedelic trio Wall of Death's album featuring dense psychedelic rock recorded with vintage equipment including Mellotron, with production by Hanni El Khatib.
- Joy Comes In Spirit (Vicktor Taiwò) Debut album from London-based singer-songwriter Vicktor Taiwò featuring experimental soul with poetic lyrics and complex emotional compositions.
- Rapture (Tropics) Album from Chris Ward (Tropics) featuring avant-garde percussion fused with 70s/80s singer-songwriter influences and ambient production.
- EXHIBITIONISTS (Superhumanoids) LA trio Superhumanoids' debut album featuring homegrown electronic textures blending R&B undertones and driving groove, framed as a soundtrack to dusk in Los Angeles.
- Do You Feel Ok? (Superhumanoids) Sophomore album from Superhumanoids featuring phosphorescent synths, ethereal vocals, and futuristic electronic textures with classic songwriting sensibility.
- Geri (Superhumanoids) Limited-edition 10-inch single from Superhumanoids featuring the original version plus an exclusive remix from Nite Jewel.
- Pasar de las Luces (Mint Field) Album from Mexican duo Mint Field featuring 13 tracks of dream pop and shoegaze with post-punk tendencies, recorded with producer Christopher Koltay in Detroit.
- America's Velvet Glory (The Molochs) Album from The Molochs featuring 60s garage rock influences with modern songwriting, recorded at Long Beach's JazzCats studio.
- Flowers in the Spring (The Molochs) Second album from The Molochs featuring clear, concise pop songs with string sections, continuing their rock sound inspired by Syd Barrett, Dylan, and Peter Perrett.
- Parallels (Nosaj Thing) Fourth album from LA electronic producer Jason Chung (Nosaj Thing) featuring diverse, dimensional sonics developed from personal and musical identity exploration.
- Fated (Nosaj Thing) Third album from Nosaj Thing featuring ethereal boom bap with guest appearances from Chance the Rapper and Whoarei.
- Home (Nosaj Thing) Album from Nosaj Thing featuring guest vocalists Toro Y Moi and Kazu Makino, marking his first incorporation of vocal features on an Innovative Leisure release.
- Turkey Dinner (Pinky Pinky)
Companies that use Innovative Leisure
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles2 records
Innovative Leisure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Innovative Leisure partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- JazzCats Studio (Long Beach)coreRecording studio in Long Beach where multiple label artists record albums, including Wall of Death's 'Loveland' and The Molochs' albums. Engineer Jonny Bell works at this facility.
- Hanni El KhatibcoreArtist-producer who both releases music on Innovative Leisure and produces albums for label artists including Wall of Death, Pinky Pinky. Joined label roster after producing for other artists.
- Jonny BellcoreEngineer and producer at JazzCats studio who has worked on multiple label releases including Wall of Death, The Molochs, and Pinky Pinky albums.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Innovative Leisure competitors and assessment
Company assessmentDirect peers
- Polyvinyl Record Co. Vinyl-forward indie label with artist roster spanning indie, post-rock, and pop; comparable D2C catalog operations and collector-focused packaging.
- Saddle Creek Records: Omaha-based indie label with artist-focused roster, vinyl releases, and D2C operations; similar independent operating model and physical-format emphasis.
- Sub Pop Records: Iconic independent label with a similar artist-development model, vinyl-first catalog, and direct-to-consumer e-commerce storefront; directly comparable in operating philosophy to Innovative Leisure.
- Merge Records: Established indie label with a diverse genre roster, physical-format emphasis, and D2C sales channels; business model closely aligns with Innovative Leisure's label operations.
- Mexican Summer: Brooklyn-based label focused on psychedelic, indie, and experimental artists with strong vinyl collector packaging; directly comparable in genre orientation and physical-format emphasis.
- Captured Tracks: Vinyl-centric indie label with a roster spanning indie, dream pop, and electronic artists; analogous D2C and collector-focused release strategy.
- Stones Throw Records: Los Angeles-based indie label spanning electronic, hip-hop, and indie with strong D2C storefront operations; geographically and operationally analogous to Innovative Leisure.
- Fat Possum Records: Indie label with artist-centric roster development and physical-format catalog; comparable in scale, philosophy, and D2C orientation to Innovative Leisure.
- Secretly Canadian: Midwest-based indie label with a diversified genre roster spanning indie, electronic, and folk; business model and artist relationships closely mirror Innovative Leisure.
Broad incumbents
- Warp Records: Established UK-based electronic and experimental label with broader catalog reach; overlaps Innovative Leisure's electronic and experimental artist segments but operates at significantly greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Innovative Leisure social profiles
Digital presenceInnovative Leisure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Innovative Leisure leadership team
Management profileNumber of profiles
Profiles1 record
Innovative Leisure funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Innovative Leisure M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Innovative Leisure
What does Innovative Leisure do?
Innovative Leisure is an independent record label based in Los Angeles that signs and releases music for a roster of artists spanning psychedelic, electronic, indie rock, R&B, and experimental genres. It distributes physical formats (vinyl LPs, CDs, cassettes) and digital downloads of its releases direct-to-consumer through a Shopify storefront and Bandcamp, and also sells band merchandise.
Is Innovative Leisure a public or private company?
Innovative Leisure is a private company. It is classified as unknown and is currently operating.
When was Innovative Leisure founded?
Innovative Leisure was founded in 2009. It employs 1 to 10 people.
Where is Innovative Leisure based?
Innovative Leisure is headquartered in Los Angeles, United States, in the North America region.
How does Innovative Leisure make money?
Four revenue lines are on record. Album Sales (Physical) is the primary driver. The others are digital Downloads, merchandise and streaming Royalties.
Who are Innovative Leisure's main competitors?
Direct peers on record are Polyvinyl Record Co., Saddle Creek Records, Sub Pop Records, Merge Records, Mexican Summer, Captured Tracks, Stones Throw Records, Fat Possum Records and Secretly Canadian. Warp Records is listed as a broad incumbent.
Does Innovative Leisure have an API?
No public API is recorded for Innovative Leisure.
What industry is Innovative Leisure in?
Innovative Leisure's product category is Independent Record Label. Its primary akta.pro industry code is MPAIAIAC, Mobile Music Creation Apps (Beatmaking, Songwriting, Practice). Its NAICS code is 71 and its SIC code is 5735.