The Organization for Recorded Culture and Arts (ORCA) has appointed Patrick Clifton as its new Executive Director. Clifton will lead the global think tank and advocacy group – backed by leading independent record labels worldwide – as it prepares to publish its second major report in 2025.

A seasoned leader in music and technology, Clifton’s appointment signals ORCA’s renewed intent to define and to champion the unique values and culture of independent labels, at a transformative time for the recorded music industry.

Patrick began his career in the UK’s indie sector with spells at Jive Records, Independiente and nightlife venue The End. He joined Amazon in 2012 where he helped launch and grow their music streaming service, eventually leading the company’s music businesses in the UK. He left to work in the vinyl sector and in 2023 established a strategy consultancy for music and tech. Patrick writes and publishes on Medium and Substack, his articles garnering tens of thousands of reads. He holds an M.A. from Cambridge University and an M.B.A. from the Darden School of Business.

Patrick’s appointment will accelerate thought leadership from the organization; from a research programme that supports the aims of the wider independent music community, to a clear voice that articulates ORCA’s supporters’ perspectives on the issues the music business grapples with. ORCA will publish a second report later in the year, an analysis of the economic and social impact of independent record labels. This builds on Setting The Stage: How Music Works, ORCA’s first report (download here), published in 2024. Both reports are authored by the Center for Music Ecosystems.

Martin Mills, Chair of Beggars Group and a founding supporter of ORCA, said “Patrick’s appointment is an important next step for ORCA in articulating the interests of the beating heart of the independent sector.”

Tony Kiewel, co-President, Sub Pop and a founding supporter of ORCA, said “The independent music community is facing increasingly complicated challenges on a global scale and with Patrick's guidance, ORCA is better positioned to help us navigate these turbulent times. We're incredibly fortunate to have Patrick's leadership and perspective during this critical moment.”

“The indie labels that support ORCA are the kick drum of music culture”, said Patrick Clifton. “I’m excited to evangelise their unique role in the music ecosystem, and to pursue the organization’s mission to elevate music’s societal impact.”

About ORCA: The Organization for Recorded Culture and Arts (ORCA) is a global think tank and advocacy group formed by leading independent record labels, dedicated to advancing the economic, social, and cultural value of music. By producing evidence-based, globally relevant research, O.R.C.A. equips policymakers, trade associations, and communities with actionable insights to strengthen music-powered ecosystems and promote inclusive industry growth.

Founding supporters: Because Music; Beggars Group; City Slang; Domino Recording Company; Everlasting Records!; Exceleration Music; Hopeless Records; !K7 Music; Ninja Tune Records; Partisan Records; Playground Music; Secret City Records; Secretly Group; Sub Pop.

ORCA names Patrick Clifton Executive Director

Martin Mills, Chair of Beggars Group and a founding supporter of ORCA, said “Patrick’s appointment is an important next step for ORCA in articulating the interests of the beating heart of the independent sector.”

“The indie labels that support ORCA are the kick drum of music culture”, said Patrick Clifton. “I’m excited to evangelise their unique role in the music ecosystem, and to pursue the organization’s mission to elevate music’s societal impact.”