ATO Records (According To Our Records) is an American independent label founded in 2000 by artist Dave Matthews and manager Coran Capshaw in New York City. It is run by label President Jon Salter. ATO is home to King Gizzard & The Lizard Wizard, Black Pumas, My Morning Jacket, Alabama Shakes, Brittany Howard, Rodrigo y Gabriela, Nick Hakim, Nilufer Yanya, Altin Gun, Brigitte Calls Me Baby, Friko, The Heavy Heavy, Drive-By Truckers, Primus, Allen Stone, Chicano Batman, Amyl and The Sniffers, and many more. ATO employs 15 people across the United States, United Kingdom, and Australia, and is distributed by Virgin Music (US) and PIAS Group (Europe).
ATO built its reputation on career artist development. Its signings of Alabama Shakes (whose Brittany Howard became a GRAMMY-winning solo artist), My Morning Jacket, and Drive-By Truckers established the label as a home for roots rock and Americana. The modern roster has expanded to include psychedelic rock (King Gizzard & The Lizard Wizard, whose prolific output and dedicated fanbase make them one of the most successful indie rock acts of the 2020s), soul (Black Pumas, whose debut was nominated for a GRAMMY), and post-punk (Amyl and The Sniffers). ATO is steadfast in its commitment to building career artists, with no rigid timeline but a plan to build the label naturally on the quality of the musicians.
How ATO Operates
ATO runs dedicated A&R under President Jon Salter from its New York headquarters. The label is distributed by Virgin Music in the US and PIAS Group in Europe, giving it global independent distribution. ATO's philosophy is to seek out talented songwriters, musicians, and performers for whom the staff has a genuine passion and belief, and to devote sufficient time and attention to develop each artist and each release. There is no rigid timeline, but there is a plan to build the label naturally on the quality of the musicians.
Why It Matters for Independent Artists
If you make indie rock, alternative, Americana, soul, or psychedelic rock with career potential, ATO Records is one of the most respected independent labels in the US. Its track record of developing career artists (Alabama Shakes, Brittany Howard, King Gizzard, Black Pumas) shows it can sustain long-term artist development. Its commitment to building careers rather than chasing trends makes it attractive for artists with long-term vision.
Drawbacks and Things to Consider
- Highly selective: ATO signs very few artists each year.
- No unsolicited demos: ATO does not accept cold submissions.
- Career artist focus: ATO's model favors artists with long-term career potential. Single-driven or trend-chasing projects may be a harder sell.
- Indie deal terms: ATO typically takes master ownership for the deal term.
Notable Artists and Releases
| Artist | Release | Year | Chart Performance |
|---|---|---|---|
| Alabama Shakes | Boys & Girls | 2012 | Billboard 200 No. 6, UK Albums Chart No. 3, RIAA Platinum |
| Alabama Shakes | Sound & Color | 2015 | Billboard 200 No. 1, 4 Grammy Awards (Best Alternative Music Album, Best Rock Song, Best Rock Performance, Best Engineered Album) |
| Black Pumas | Black Pumas | 2019 | Billboard 200 No. 86, Grammy Nominee Album of the Year and Best New Artist |
| Black Pumas | Chronicles of a Diamond | 2023 | Billboard 200 No. 69, Grammy Nominee Best Rock Performance |
| Brittany Howard | Jaime | 2019 | Billboard 200 No. 13, Grammy Award Best Rock Song ("Stay High") |
| King Gizzard & The Lizard Wizard | Infest the Rats' Nest | 2019 | Billboard 200 No. 64, No. 1 Vinyl Albums Chart |
| King Gizzard & The Lizard Wizard | PetroDragonic Apocalypse | 2023 | Billboard 200 No. 85 |
| Amyl and The Sniffers | Comfort to Me | 2021 | ARIA Albums Chart No. 2, UK Albums Chart No. 21 |
Video Highlights
Deal Structures
ATO Records offers traditional recording contracts with master ownership retained by the label during the contract term. The label provides recording budgets, marketing, tour support, and global distribution through Virgin Music (US) and PIAS Group (Europe). ATO does not offer 360 deals. The label focuses on multi-album career development rather than single-driven contracts. Artists receive royalty rates based on retail price. Licensing deals are available for established artists who own their masters. ATO's 15-person team across the US, UK, and Australia provides dedicated marketing and radio promotion for each release.
How Artists Get Signed
- A&R scouting: ATO staff identify artists through live performances, festival appearances, and critical buzz.
- Manager or agent submissions: Artists submit through established representation. Cold demos are not accepted.
- Referrals from roster artists: Existing ATO artists refer acts to label staff.
- Independent profile review: The label evaluates streaming numbers, touring history, and press coverage.
- Staff passion test: ATO signs only artists the staff has genuine passion and belief in.
- Creative meeting: Label President Jon Salter and staff meet with the artist to discuss vision and career plan.
- Contract negotiation: ATO offers a multi-album recording contract with terms specific to the artist's career stage.
Similar Labels
- Partisan Records - Independent label with similar alternative and indie rock roster
- Merge Records - Artist-owned indie label with career artist development focus
- Dead Oceans - Indie label focused on long-term artist development
- Nonesuch Records - Warner-owned label with similar Americana and alternative roster
- Domino Recording Company - UK-based indie label with alternative and psychedelic acts
Related Resources
- Record Label Contracts Explained - What an ATO deal contains
- Independent Labels vs Major Labels - The career artist indie model
- How to Get a Record Deal in 2026 - Building a career artist profile
- Partisan Records - A related indie label
- ATO Records Official Site - Roster and releases
