Polyvinyl Record Co.

Name: Tools 4 Music
Address: US
Price range: Free

United States • ChampaignFounded 1996

Polyvinyl Record Co. is an American independent label founded in 1996 by Matt Lunsford and Darcie Lunsford in Champaign, Illinois. It is home to American Football, of Montreal, Alvvays, STRFKR, and Dummy. Polyvinyl operates as a 50/50 split profit sharing label with its artists, which is unusual in the industry. In 2026, Polyvinyl welcomed Los Angeles ambient rock band Dummy to its roster, reissuing the band's first two albums on vinyl, CD, and cassette.

Contact & HQ

Headquarters

Champaign, IL, USA

Ownership & Distribution

Label Type

Independent Label

Parent Company

Independently owned

Distribution

Independent distribution network

Additional Details

Genres

Indie RockIndie PopEmoAmbient RockDream Pop

Signing Process

Polyvinyl runs its own A&R under co-founders Matt and Darcie Lunsford. Unsolicited demos are not accepted. The label is highly selective and signs artists through A&R scouting and referrals. Polyvinyl operates as a 50/50 split profit sharing label with its artists, which is a distinctive and artist-friendly deal structure.

Demo Policy

No unsolicited demos. Submit through representation or build a strong independent profile first.

Notable Artists

American Football
of Montreal
Alvvays
STRFKR
Dummy
Jay Som

Polyvinyl Record Co. is an American independent label founded in 1996 by Matt Lunsford and Darcie Lunsford in Champaign, Illinois. It is home to American Football, of Montreal, Alvvays, STRFKR, and Dummy. Polyvinyl operates as a 50/50 split profit sharing label with its artists, which is unusual in the industry and reflects the label's artist-friendly philosophy. In 2026, Polyvinyl welcomed Los Angeles ambient rock band Dummy to its roster, reissuing the band's first two albums (Mandatory Enjoyment and Free Energy, originally released through Trouble In Mind Records) on vinyl, CD, and cassette on July 31, 2026.

Polyvinyl built its reputation on Midwestern emo and indie rock. American Football's self-titled 1999 debut became a defining document of the second-wave emo movement, and its 2016 reunion album on Polyvinyl introduced the band to a new generation. The label's roster has expanded to include Canadian indie pop (Alvvays), psychedelic pop (of Montreal), and ambient rock (Dummy). Co-founder Matt Lunsford has emphasized the label's longtime fandom of Dummy and the role of trusted collaborator Fred Thomas in connecting the band with Polyvinyl.

How Polyvinyl Operates

Polyvinyl runs dedicated A&R under co-founders Matt and Darcie Lunsford from its Champaign headquarters. The label operates as a 50/50 split profit sharing label with its artists, meaning profits are divided equally between label and artist after costs are recouped. This is a distinctive and artist-friendly deal structure that sets Polyvinyl apart from most independent labels. The label's strength is its long-term artist development and its willingness to reissue and re-introduce catalog material (as with the Dummy reissues in 2026).

Why It Matters for Independent Artists

If you make indie rock, indie pop, emo, or ambient rock, Polyvinyl is a respected independent label with a distinctive 50/50 profit sharing model. Its track record of long-term artist development (American Football, of Montreal, Alvvays) shows it can sustain careers across decades. The 50/50 split is one of the most artist-friendly deal structures in the independent label world.

Drawbacks and Things to Consider

Highly selective: Polyvinyl signs very few artists each year.
No unsolicited demos: Polyvinyl does not accept cold submissions.
Indie aesthetic: The label has a distinct indie rock and pop aesthetic. Music outside that aesthetic will not fit.
Profit sharing, not ownership: The 50/50 split applies to profits, but understand how costs are recouped before the split kicks in.