ATO Records
- Company typePrivate
- Founded2000
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What ATO Records does
ATO Records LLC is a New York City-based independent record label founded in 2000 by musician Dave Matthews and his manager Coran Capshaw, operating under the leadership of President Jon Salter. The label's business centers on artist roster management and album release across vinyl, CD, digital download, and streaming formats, supported by direct-to-consumer e-commerce storefronts serving the US and UK/EU markets. Its catalog comprises 400+ releases spanning 2000 to 2026 from 70+ artists across indie rock, psychedelic, folk, mariachi, Turkish folk, and Americana genres, with marquee acts including My Morning Jacket, Alabama Shakes, Black Pumas, King Gizzard & The Lizard Wizard, Brittany Howard, and Rodrigo y Gabriela. ATO also coordinates live event programming and touring support for its roster.
The company generates revenue through unit-priced physical album sales (vinyl, CD, special editions) via its own stores and third-party retailers, recurring streaming royalties from Spotify and Apple Music, and ancillary income from touring and merchandise. Distribution channels include global digital streaming platforms, dual DTC e-commerce storefronts, and physical retail through independent record stores worldwide. The label maintains active partnerships with Spotify and Apple Music as core distribution channels, and a sustainability-oriented partnership with REVERB for tour decarbonization initiatives. There is no documented AI/ML, proprietary technology platform, or external institutional investment; the company remains wholly founder-controlled.
ATO Records firmographics
Firmographics- Name
- ATO Records
- Legal name
- ATO Records LLC
- Website
- https://atorecords.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
ATO Records industry classification
Industry- Product category
- Independent Record Label
- NAICS
- Record Production and Distribution (51225)
- akta.pro primary industry
- Record Labels (Major & Independent) (MPAIAAAA)
- akta.pro secondary industries
- Live Music Booking (Bands, Soloists, DJs) (HSACAHAA), Publishing Administration (Catalog Admin, Global Subpublishing) (MPAIABAB)
Keywords
Where ATO Records is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ATO Records business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Album Sales: Revenue generated from digital and physical album sales through the label's own store and third-party retailers, including vinyl, CD, and digital downloads.
- Streaming Royalties: Revenue from streaming platforms including Spotify and Apple Music through digital distribution partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Physical album and vinyl releases |
| Subscription | Pay-as-you-go | Digital releases |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
ATO Records product offering
Product offeringCore offering
ATO Records is an independent record label that signs artists and releases their music in physical formats (vinyl, CD) and digital formats via major streaming platforms. The label provides artist roster management, album release support, touring and live event coordination, marketing and promotion services, and operates direct-to-consumer merchandise storefronts for US and UK/EU markets. The catalog spans 400+ releases across rock, indie, folk, psychedelic, and Americana genres.
Product overview
ATO Records (According To Our Records) is a New York City-based independent record label founded in 2000 by artist Dave Matthews and manager Coran Capshaw. The label operates as a full-service music company offering album releases across multiple formats (vinyl, CD, digital), artist roster management, merchandise retail through US and UK/EU stores, live event coordination, and streaming distribution via platforms like Spotify and Apple Music. The company is run by label President Jon Salter and serves an artist community including King Gizzard & The Lizard Wizard, Black Pumas, My Morning Jacket, Alabama Shakes, Brittany Howard, and many others. ATO positions itself as a truly independent label committed to building long-term careers for its artists.
Differentiator
Problem solved
Functional benefit
Products and services
- Album Releases
Companies that use ATO Records
Customer profileSegments2 records
Ideal customer profiles2 records
ATO Records technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ATO Records partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- SpotifycorePrimary digital streaming partner for album distribution. ATO releases are available on Spotify globally.
- Apple MusiccoreDigital streaming partner for album distribution. ATO releases available on Apple Music globally.
- REVERBminorEnvironmental nonprofit partnership for tour sustainability programs. My Morning Jacket partnership with REVERB on tour to support Music Decarbonization Project.
Scale indicators2 records
Recent moves6 records
Expansion highlights3 records
ATO Records competitors and assessment
Company assessmentDirect peers
- Sub Pop Records: Long-running independent label renowned for indie and alternative rock; closely comparable to ATO in roster composition (My Morning Jacket was formerly signed to Sub Pop), catalog-driven streaming/physical model, and artist-development ethos.
- Matador Records: Independent label with strong indie/alternative roster and global distribution; overlaps with ATO on artist profile, format mix, and touring-supported release strategy.
- Secretly Canadian: Independent label group (Secretly Canadian, Jagjaguwar, Dead Oceans) with comparable indie/alternative roster, vinyl-forward releases, and artist-development focus.
- Domino Recording Company: UK-headquartered independent label with global reach and strong indie/alternative roster; comparable to ATO's UK/EU storefront strategy and transatlantic artist mix.
- Epitaph Records: Independent label founded and owned by a single artist (Bad Religion's Brett Gurewitz), offering a structural parallel to ATO's artist-founder model; comparable in catalog depth and multi-decade release history.
- Merge Records: Artist-friendly independent label (Arcade Fire, Superchunk) with a similar career-development focus, multi-format release strategy, and catalog spanning multiple decades—directly comparable to ATO's positioning.
- Mom + Pop Music: Independent label with comparable size, artist-development orientation, and multi-format release approach focused on indie/alternative rock acts.
Broad incumbents
- XL Recordings: Larger independent label with broader genre reach and globally recognized catalog (Adele, Radiohead-era); useful as an upscale benchmark for ATO's independent-label economics.
- Big Machine Records: Larger privately held independent label with broader genre footprint (country/pop) and major distribution; comparable as an indie-label success archetype outside ATO's core indie/alternative niche.
- Concord Music Group (Fantasy/Craft): Independent music conglomerate owning Fantasy, Craft, and Rounder Records; comparable as a catalog-centric indie operator that monetizes deep historical recordings alongside new releases.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
ATO Records social profiles
Digital presenceATO Records financial estimates
Financial estimateRevenue estimate
Valuation estimate
ATO Records leadership team
Management profileNumber of profiles
Profiles3 records
ATO Records funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ATO Records 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 ATO Records
What does ATO Records do?
ATO Records is an independent record label that signs artists and releases their music in physical formats (vinyl, CD) and digital formats via major streaming platforms. The label provides artist roster management, album release support, touring and live event coordination, marketing and promotion services, and operates direct-to-consumer merchandise storefronts for US and UK/EU markets. The catalog spans 400+ releases across rock, indie, folk, psychedelic, and Americana genres.
Is ATO Records a public or private company?
ATO Records is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ATO Records founded?
ATO Records was founded in 2000. It employs 11 to 50 people.
Where is ATO Records based?
ATO Records is headquartered in New York, United States, in the North America region.
How does ATO Records make money?
Two revenue lines are on record. Album Sales are the primary driver. The others are streaming Royalties.
Who are ATO Records's main competitors?
Direct peers on record are Sub Pop Records, Matador Records, Secretly Canadian, Domino Recording Company, Epitaph Records, Merge Records and Mom + Pop Music. Broad incumbents are XL Recordings, Big Machine Records and Concord Music Group (Fantasy/Craft).
Does ATO Records have an API?
No public API is recorded for ATO Records.
What industry is ATO Records in?
ATO Records's product category is Independent Record Label. Its primary akta.pro industry code is MPAIAAAA, Record Labels (Major & Independent), with a secondary code of HSACAHAA, Live Music Booking (Bands, Soloists, DJs). Its NAICS code is 51225.