Thriller Records
Thriller Records is an independent record label founded in 2021 by Bob Becker (founder of Fearless Records), signing 12 artists in alternative, metalcore, pop-punk, and pop-rock and selling vinyl, CDs, cassettes, and merchandise directly to consumers through a Shopify storefront with fulfillment handled by MerchNow LLC.
- Company typePrivate
- Founded2021
- HeadquartersAlbany, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Thriller Records does
Thriller Records is an independent record label founded in June 2021 by Bob Becker, the founder of Fearless Records, and operated through MerchNow LLC out of Albany, NY. The label signs and develops artists in alternative rock and adjacent subgenres (metalcore, pop-punk, pop-rock, ambient/alternative, hardcore) and currently represents a roster of approximately 12 active artists, including If Not For Me (Billboard #6 Current Hard Rock Albums), Rain City Drive (278M cumulative streams), The Home Team, Broadside, Honey Revenge, Dark Divine, Catch Your Breath, Not Enough Space, Dead Eyes, Makari, and others. Its core product surface is physical music (vinyl, CD, cassette), artist-branded merchandise (t-shirts, hoodies, outerwear, accessories), and digital releases distributed through Spotify, Apple Music, and YouTube.
The business is anchored on a direct-to-consumer e-commerce model run through a Shopify storefront, with merchandise fulfillment, shipping, returns, and customer service delegated to MerchNow LLC, allowing the label to operate with a 13-person internal team. International distribution in the UK and EU is handled through a dedicated storefront on Impericon. Pricing is unit-based: vinyl $20-$55, CDs/cassettes $10, t-shirts $28-$31, hoodies $50-$55, and bundles $40-$85. Limited edition colored vinyl variants and merchandise bundles are the primary AOV lever, and editorial playlist placement (Spotify's Hard Rock, Octane Big Uns Countdown #6) plus active social channels (TikTok, Instagram, YouTube, Twitter/X, Facebook, Pinterest) drive store traffic and streaming revenue in tandem.
Revenue sources are diversified across three streams — physical music sales (one-time license), merchandise sales (hardware-style unit pricing), and digital music distribution — with cross-promotion across the full roster (e.g., a Warped Tour 2025 compilation featuring all roster artists) used to lift catalog visibility. No institutional investment, public listing, or external funding rounds have been disclosed; the company appears founder-owned and privately financed, and full revenue figures are not publicly disclosed.
Thriller Records firmographics
Firmographics- Name
- Thriller Records
- Legal name
- MerchNow LLC
- Website
- https://thrillerrecords.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Thriller Records is an independent record label founded in 2021 by Bob Becker (founder of Fearless Records), signing 12 artists in alternative, metalcore, pop-punk, and pop-rock and selling vinyl, CDs, cassettes, and merchandise directly to consumers through a Shopify storefront with fulfillment handled by MerchNow LLC.
- Ownership category
- akta.pro rank
Thriller Records industry classification
Industry- Product category
- Independent Record Label / Music Label Services
- NAICS
- Record Production and Distribution (51225), Music Publishers (51223)
- SIC
- Retail-Record & Prerecorded Tape Stores (5735)
- akta.pro primary industry
- Indie Publishing & Label Services (Funding, Marketing, Release Management) (MPAFABAF)
Keywords
Where Thriller Records is headquartered
LocationHeadquarters
- HQ city
- Albany
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Thriller Records business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Physical Music Sales: Sale of vinyl records, CDs, cassettes, and limited edition colored vinyl variants with premium pricing for collectible pressings. Includes bundle options pairing music with merchandise.
- Merchandise Sales: Sale of branded apparel including t-shirts, hoodies, long-sleeves, crop tops, and accessories. Products feature band branding, album artwork, and limited edition designs at various price points from $10-$85.
- Digital Music Releases: Digital single and album releases distributed through streaming platforms, with releases promoted via the label website driving both streaming and physical sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Vinyl Records |
| Unit Pricing | Pay-as-you-go | CDs and Cassettes |
| Unit Pricing | Pay-as-you-go | T-Shirts |
| Unit Pricing | Pay-as-you-go | Hoodies and Outerwear |
| Unit Pricing | Pay-as-you-go | Bundles |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Thriller Records product offering
Product offeringCore offering
Thriller Records is an independent record label that signs and develops alternative, metalcore, pop-punk, and pop-rock artists, releasing their music across vinyl records, CDs, cassettes, and digital streaming platforms. The label also produces and sells band-branded merchandise including t-shirts, hoodies, accessories, and bundle packs through a Shopify-powered direct-to-consumer e-commerce store, with fulfillment handled by MerchNow. Its roster of 12 artists is supported by marketing, press, distribution, and tour booking infrastructure.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Artists achieving Billboard chart positions including #6 Current Hard Rock Albums and placements across multiple Billboard categories
- +1 more outcomes
Companies that use Thriller Records
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Thriller Records technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Thriller Records partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- ImpericonminorThriller Records has a distribution partnership with Impericon for UK/EU customers, with a dedicated storefront at impericon.com/collections/thriller-records for merchandise sales in those regions.
- ShopifycoreThriller Records' e-commerce store is powered by Shopify's online store platform, which handles payment processing, inventory management, and checkout functionality for all direct-to-consumer sales.
- MerchNowcoreMerchNow LLC operates the Thriller Records store, handling fulfillment, shipping, returns processing, customer service support ([email protected]), and site accessibility. Based at 400 S Pearl St, Albany, NY 12202.
- Sound Talent GroupminorBooking agency representing If Not For Me for US bookings. Contact: Eric Powell at [email protected].
- Cobra AgencyminorInternational booking agency representing If Not For Me for bookings outside the US. Contact: Dominik Meyer at [email protected].
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Thriller Records competitors and assessment
Company assessmentDirect peers
- Equal Vision Records: Independent rock label with focus on post-hardcore, metalcore, and alternative rock. Comparable artist-friendly ethos and overlapping genre coverage with Thriller's roster.
- Sumerian Records: Independent rock/metal label known for progressive metalcore and djent roster. Comparable in metalcore-focused signing strategy and indie label scale, with overlapping artist demographic.
- Fueled By Ramen: Major indie rock/pop-punk label (Warner Music subsidiary) with deep catalog in pop-punk, metalcore, and alternative. Directly competes for the same emerging artist signings and operates with substantially larger A&R and marketing resources.
- Tooth & Nail Records: Independent rock label with catalog spanning pop-punk, alternative, and post-hardcore. Comparable indie label model and genre overlap with Thriller's roster focus.
- Rise Records: Independent rock/metalcore label (BMG subsidiary) with deep catalog in post-hardcore, metalcore, and pop-punk. Directly comparable in genre targeting and roster strategy to Thriller's metalcore-heavy roster (e.g., If Not For Me, Dark Divine, Not Enough Space).
- Fearless Records: Independent rock label founded by Thriller Records' founder Bob Becker. The most directly comparable peer given shared founder, identical A&R philosophy (artist-friendly deals, long-term development), overlapping genre focus (pop-punk, metalcore, alternative), and similar roster strategy.
- Pure Noise Records: Independent pop-punk, hardcore, and alternative rock label known for artist-friendly approach and strong physical merchandise focus. Directly comparable DTC strategy and genre overlap with Thriller's roster.
- Victory Records: Long-running independent rock/metalcore label with historic catalog in hardcore and post-hardcore. Comparable in subgenre targeting and indie label operating model.
- Hopeless Records: Long-established independent punk, pop-punk, and alternative rock label with a roster heavily overlapping Thriller's target genres. Comparable artist-friendly positioning and similar focus on emerging rock acts.
Broad incumbents
- Epitaph Records: One of the largest independent rock/punk labels globally, with an extensive catalog spanning punk, alternative, metalcore, and indie rock. A broader incumbent that competes across multiple rock subgenres overlapping with Thriller's roster focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Thriller Records social profiles
Digital presenceThriller Records financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thriller Records leadership team
Management profileNumber of profiles
Profiles1 record
Thriller Records funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thriller 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 Thriller Records
What does Thriller Records do?
Thriller Records is an independent record label that signs and develops alternative, metalcore, pop-punk, and pop-rock artists, releasing their music across vinyl records, CDs, cassettes, and digital streaming platforms. The label also produces and sells band-branded merchandise including t-shirts, hoodies, accessories, and bundle packs through a Shopify-powered direct-to-consumer e-commerce store, with fulfillment handled by MerchNow. Its roster of 12 artists is supported by marketing, press, distribution, and tour booking infrastructure.
Is Thriller Records a public or private company?
Thriller Records is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Thriller Records founded?
Thriller Records was founded in 2021. It employs 11 to 50 people.
Where is Thriller Records based?
Thriller Records is headquartered in Albany, United States, in the North America region.
How does Thriller Records make money?
Three revenue lines are on record. Physical Music Sales are the primary driver. The others are merchandise Sales and digital Music Releases.
Who are Thriller Records's main competitors?
Direct peers on record are Equal Vision Records, Sumerian Records, Fueled By Ramen, Tooth & Nail Records, Rise Records, Fearless Records, Pure Noise Records, Victory Records and Hopeless Records. Epitaph Records is listed as a broad incumbent.
Does Thriller Records have an API?
No public API is recorded for Thriller Records.
What industry is Thriller Records in?
Thriller Records's product category is Independent Record Label / Music Label Services. Its primary akta.pro industry code is MPAFABAF, Indie Publishing & Label Services (Funding, Marketing, Release Management). Its NAICS code is 51225 and its SIC code is 5735.