Headliner Record was built by a label, for artists. We know what it takes to get heard.
Our story
ASP Records began in 1999 as a South African independent label run out of a single bedroom in Johannesburg. No budget, no connections, no playbook — just a belief that great music from outside the mainstream deserved a real shot.
Twenty-five years later, that belief hasn’t changed — the industry around it has. Discovery moved behind algorithms, feedback became automated, and independent artists were left paying for “promotion” and getting silence back. So we built the platform we always wished existed.
Headliner Record is ASP Records’ answer: a place where every submission gets a real listen from a human editor, honest written feedback within 48 hours, and — when the music earns it — a feature in front of 100,000+ monthly music fans. The label and the platform share one mission: give independent artists the exposure they deserve.
EST. 1999 · JOHANNESBURG
From one bedroom to one of independent music’s biggest stages.
Our team
We’ve been in your shoes — unsigned, overlooked, and hustling. That’s why every submission gets treated the way we wished ours had been.
Founder & CEO
Thabo started as an unsigned artist in 1990s Johannesburg before moving into A&R, and founded ASP Records in 1999. He built Headliner Record because he remembers how it felt to send demos into silence — and refuses to let another artist feel that way.
Head of Music Curation
Amara has spent a decade in radio and playlist curation, with an ear that spans house, hip-hop, techno and everything between. She leads the team of editors who listen to every single submission.
Production Specialist
A producer and mix engineer with credits across three continents, Dev writes the honest production notes artists get with their feedback. He believes great feedback is a gift, not a courtesy.
Community & Artist Relations
Sofia runs our artist community and makes sure every question, refund request and feature announcement feels human. She is the voice behind our newsletter and the reason artists say it feels like a family.
Our mission
Every great track deserves to be heard. We connect independent artists with the fans, playlists and platforms that can change their career.
One artist at a time, we're growing a family of musicians who support each other, share what works, and move the independent scene forward together.
Algorithms flattened discovery. We bring the human ear back — editors who get excited, who take notes, and who shout about the tracks that move them.
Our values
We tell you exactly what to expect. Clear pricing, clear timelines, and you always know where your submission stands.
We only feature music that moves us. When your track goes live, it has earned the spot — that's what keeps our audience coming back.
We're building a family of artists, not a directory. Every feature, note and reply treats you like a collaborator, not a customer.
Every submission gets a real listen by a human editor. Package or no package, your track gets the same honest ears.
Our process
Fill out the form, pick a package and pay once. No subscription, no credit card stored, no fine print.
A human editor listens to every single submission — guaranteed by our 48-hour review promise.
Real written notes either way. If a track isn't right for us, you still learn exactly why.
If selected, your music goes live on our site, our socials and our newsletter to 100K+ monthly visitors.
Your track gets a real listen within 48 hours — and honest feedback either way. 500+ artists are already in the family.
Submit Your MusicOne-time payment per track · Pay in crypto · Full refund within 7 days if we don’t feature your track
