You may know True Panther Records, the New York-based label that has become one of the most influential homes for forward-thinking pop and experimental music. Its roster includes artists such as Oklou, Grace Ives, Model/Actriz, and Frost Children—musicians who continue to reshape the sound of contemporary independent music.
During Primavera Pro, we met Kelley Lin, the label manager helping guide many of those projects. Fresh off a panel discussion with Lau Frías of Secretly Group about why more artists and labels are embracing direct-to-fan models, Lin spoke with us about the realities of working in the music business, the role of luck, and why community matters more than chasing industry validation.
How have the past few weeks been for you?
K. L.: It’s been very busy. Our whole team came to Primavera, and I took part in a panel at Primavera Pro. I met so many great people in Barcelona. Then we flew back to New York for another conference, Indie Week, and went almost straight into an indie label award show that we kinda flew straight into and yeah, it’s been very busy weeks”.
Did you happen to win any awards at that award show?
K. L.: “Yeah, we actually won 6. We did really good this year”.
Congratulations. Before we talk about the label, how would you describe yourself? Who is Kelley Lin?
K. L.: «I guess I’m just someone who loves music. I worked really hard to find my place in this industry, and I also got very lucky. I was fortunate enough to land an incredible opportunity, and I genuinely love my job and the people we work with. I feel very grateful».
Do you think luck is an important part of building a career in music?
K. L.: «Definitely. When I first moved to New York, someone told me that this industry is all about being in the right place at the right time. I’ve some how experienced that».
As Label Manager at True Panther, what does your job actually involve? What do you enjoy most about it?
K. L.: «I love seeing things move from point A to point B. I enjoy starting a relationship with a new artist, helping them understand how we work, and then following that process all the way through to an album release or a release party. Those are the moments that make me feel really proud. I love being part of putting music out into the world».
True Panther works with artists like Oklou, Grace Ives, Model/Actriz, and Frost Children. What’s the most rewarding part of working so closely with them?
K. L.: «Every artist brings something different. With Oklou, I’ve been lucky enough to travel with her, including trips to Australia and New Zealand. With Model/Actriz, I love going to the shows—I’m usually in the mosh pit. Grace Ives is one of the sweetest people I’ve ever met, and it’s been amazing watching more and more people discover her music. And with Frost Children, I’m back in the mosh pit again».
The four of them are so talented & amazing. I got the chance to be at Oklou´s set at Primavera Sound 2026 and it totally blew my mind, and with the rain also. It was pure magic.
K. L.: “The crazy part about that set was that I think they were trying to close the festival and no one knew and we just played and everyone came because it was the only music that was playing and thankfully we got to do the whole show. Harvard sky was amazing. She said it was one of the best shows she had ever done”.
https://www.youtube.com/watch?v=zqy2zYceijI
True Panther has won Best Independent Label twice at the Libera Awards. What does that kind of recognition mean to you?
K. L.: «It feels great. It’s always nice to know that people respect what you’re doing and think highly of the work. We try to use that attention in a positive way and keep building on it».
https://www.instagram.com/p/DZX86fPESvI/?img_index=10
You’ve also worked in management, PR, and as a freelance writer. Which side of the industry connects with you the most?
K. L.: «The label side, without a doubt. Management isn’t really for me. It’s such a personal relationship, and you’re involved in every aspect of someone’s life. I like that working at a label gives you a little more distance. You’re focused on the music itself. I’ve actually been offered management opportunities before, but I’ve turned them down. It´s too stressful for me. I like my life to be my life. And their lifes to be their lifes. Writing is something I still love, but it’s hard to find the time for it these days.
Is being a label manager less stressful than being an artist manager?
K. L.: «It’s stressful in a different way. I’m juggling a lot of projects at the same time, but I’m good at that kind of work. It feels less emotional and more about organization and problem-solving».
This was your second Primavera Sound. What’s your relationship with the festival, and who were you most excited to see?
K. L.: «This was my second time here, but my boss, Dean Bein, who founded True Panther, comes every year. I’ve heard about it for so long because it’s his and his wife’s favorite festival. This year I was really excited for My Bloody Valentine and Addison Rae. The biggest surprise for me was Ecco2k. I’ve been telling everyone it was my favorite set of the festival. I also couldn’t wait to see Ralphie Choo. We really love what he’s doing».
How did it feel watching Oklou and Grace Ives perform at the festival?
K. L.: «Mostly pride. Seeing how many people came to Oklou’s show was really emotional. With Grace, we had an early slot, and I expected a smaller crowd, but so many people showed up. It felt like a lot of them were discovering her for the first time, and she gave such a great performance. I was really happy with how both shows turned out».
I discovered Grace Ives at Primavera, and I can easily imagine her becoming a huge artist. She’s joining Olivia Rodrigo’s Unraveled tour. How did that happen?
K. L.: «Dean connected Grace with Ariel Rechtshaid, who’s an incredible producer. Ariel shared her music with Olivia, and Olivia ended up messaging Grace on Instagram. It happened very naturally. She listened to the music, loved it, and reached out herself. The same thing happened with Gracie Abrams. Grace will be touring with her as well».
What advice would you give to emerging artists who want to build a lasting career?
K. L.: «The biggest thing is to build your community before you start thinking about labels or the industry. Ralphie Choo is a great example. People started paying attention because he had this incredible creative circle around him in Madrid. Everyone in that group had their own unique artistic identity, and seeing them grow together was exciting.
As a label, that’s the kind of thing we notice. When someone is surrounded by talented, collaborative people, you can already see that they’re building something bigger than themselves. There’s already an audience forming around that community. I think that’s much more important than trying to become a superstar overnight».
What would you still like to accomplish in the music industry?
K. L.: «I have a few dreams. One is continuing to grow True Panther and helping it become an even bigger label. Another actually came true this year: I really wanted us to sign an Asian artist, and we did with Quiet Light. I’m so happy about that. And then there’s one more dream that I can’t talk about yet. If I say it out loud, it might not come true. (Laughs.)»
Kelley was an incredible interviewee. We had so much fun, and I think she is gonna accomplish whatever she wants to in the future because she does an excellent job everyday as a label manager. True Panther is very lucky to have her!
