Paper Bag Records Celebrates 20 Years, Reflects on Winning a JUNO with First-Ever Release

"One of the best albums of this year."

That's what Exclaim!'s wrote in a 2002 review of Paper Bag Records' very first release, Broken Social Scene's You Forgot It in People. That album, with the catalogue number PAPER001, won the JUNO Award for Alternative Album of the Year and has gone on to become a touchpoint album in the Canadian indie rock boom of the aughts.

That extremely auspicious debut release laid the groundwork for Paper Bag to become one of Canada's leading independent labels, with an impressive catalogue that includes Stars, Tokyo Police Club, Yamantaka // Sonic Titan, the Rural Alberta Advantage, You Say Party and many more.

The label is celebrating its 20th anniversary with coast-to-coast PBR20 shows in Vancouver, Toronto and Halifax (plus online livestreams) between March 4 and 6, featuring performers like Zoon, POSTDATA, Frog Eyes and more. Exclaim! caught up with label head Trevor Larocque to discuss founding Paper Bag as a way to support Toronto bands, the strangest-ever release, and his love of the label's David Bowie tribute compilation from 2012.

Why did you start Paper Bag Records, and what stands out in your memory about those early years? 

We started Paper Bag Records to fill what we thought at the time was a bit of a void in support for Toronto bands. Working as a sales rep for Outside Music and doing calls to cool shops like Rotate This and Soundscapes, we were constantly being made aware of great music being made behind the scenes. Those early days were incredible because there was so much unsigned talent in the city. I had seen Stars play Ted's Wrecking Yard when I was volunteering for NXNE in 2001 and really liked them. Soon after that, I met a member of Broken Social Scene at Soundscapes and he told me that they also had a record complete and were looking for a label. They were friends with Stars, so it all just seem to make sense that these two bands would be the beginning of Paper Bag Records.

In 2002, we released You Forgot It In People and Heart, to critical acclaim — almost to a fault, as it was happening way too fast and we were still a part-time operation working out of our bedrooms. We really hadn't sorted out how we were going to grow. Lessons always need to be learned, no matter what stage you're at in life or business. There was so much attention on these bands and label at the time that it almost seemed unreal it all started off like that. Winning a JUNO for the very first record you release is an incredible achievement, when you're still figuring out what you're doing. Sure, we had dreams of being a cool label, but we didn't think it would happen so quickly!

Was there a moment when you realized the label was going to become a long-term, sustainable business?

I think the first time we realized it might be sustainable as a business was when we received FACTOR funding and knew that the support would allow us to maintain a significant level of presence and awareness through advertising and publicity for our bands. To be completely honest, I don't think we could do what we are doing now without the funding that we've received throughout the years from all channels. We've almost gone bankrupt, have had to take pay cuts, gotten investors and put our own money into the business several times —but it's all made us work harder to make sure we didn't disappear. 

What's the strangest or most uncharacteristic release in your catalogue?

One of the strangest records that we've released was from an artist collaboration named Two Fingers, which was our first hip-hop release ever. It featured Amon Tobin's production and a UK MC named Sway. I loved it.

One of the stranger moments in the history of the label was when I decided to open Tiny Record Shop. I felt I needed to get back to music retail. I was interested in finding and selling hard-to-source records, harder-to-find pressings of classic albums that most shops perhaps at the time were not specializing in. It seems to have worked as we are now going into our eighth year. People love the shop, and I love having that extension of the label where people can buy music as a physical product, and a place where you can meet and have a conversation about a record that you like with someone face-to-face. 

What's the most memorable moment in Paper Bag history?

I do feel that most memorable things live with the staff that have worked at Paper Bag Records. Without your village, it's hard really to accomplish anything. And that also includes the artists. We've had the privilege of working with so many incredibly talented and wonderful individuals. We've learned so much working with such a diverse group of talent. Over the past 20 years, all the creative humans who have allowed us to release their art, their guts, their soul, their deepest thoughts and visions — it's crazy if you think about it. I'm so grateful for the energy that we've been a part of, and to me that is the most unforgettable and memorable thing you could ask for as part of a business.

A huge majority of Paper Bag's releases have been Canadian artists. Why have you kept the label so specifically and quintessentially Canadian?

It's true we have mostly only released music mostly from Canadian artists and truth of the matter is, this is why we exist: to support Canadian talent around the world! We have signed a few artists from Scandinavia, Under Byen and Henriette Sennevaldt, and Sally Shapiro, because I love the music they were making and had an opportunity to work with them.

What are your personal favourite albums in the Paper Bag catalogue? 

I love all of the records that we put out. I think the tribute compilation for David Bowie's Ziggy Stardust and the Spiders From Mars that we did for our 10th anniversary was particularly incredible. I asked each one of the bands to do a cover so that we could complete the entire album just with Paper Bag artists. Even though it was not actually released, and was more of a promotional item, it was a great record to be a part of personally and definitely worked to gain exposure for our talented roster.

What's next up for the label?

Next up for the label, we've got new albums coming from the newly reformed Frog Eyes, Art d'Ecco's third album is on its way, and we've just signed a band from Ottawa-Hull called Pony Girl whose album we are looking forward to releasing. The Rural Alberta Advantage will be releasing some more jams throughout the year, and Zoon will be releasing his sophomore album and along with a couple of fresh EPs this year as well. We're not slowing down anytime soon, and can't wait to see you at our 25th anniversary!

Thanks Exclaim by the way, for your incredible support for the label and our artists. You've been an integral part of our success, along with so many other journalists and radio outlets across Canada.