True Panther

True Panther, originally known as True Panther Sounds and later also referred to as True Panther Records, is an independent record label founded in San Francisco in 2008 by Dean Bein, Molly Samuel, and Avi Klein. The founders were also members of the band Red Tape Apocalypse. The label began as a small, artist-led operation intended to issue a tour-only seven-inch record recorded in Bein's basement. When that first release performed better than expected, the founders reinvested the proceeds in another release and gradually expanded into working with other artists. Although the business was formally founded in 2008, its early activity developed out of the founders' earlier release work, and the label was issuing projects by other artists by the middle of the 2000s. Samuel and Klein later left the label, after which Bein moved the operation from San Francisco to Brooklyn, New York. This transition helped True Panther develop a broader profile within the New York independent-music ecosystem while retaining the flexibility and taste-driven approach of a small label. A major early breakthrough came through the label's joint venture with Matador Records for the debut album by San Francisco group Girls. The album became one of the most prominent independent releases of 2009 and received a Best New Music designation from Pitchfork. The success increased True Panther's visibility and demonstrated that the label could combine a small-label identity with the promotional and distribution resources of a larger independent company. On November 4, 2009, Matador announced that it had acquired True Panther Sounds. Under the arrangement, True Panther releases were marketed and promoted by Matador, which was part of the Beggars Group. The relationship gave the label access to a larger international infrastructure while allowing it to continue operating as a distinct imprint. During this period, the label's roster and associated releases expanded across indie rock, alternative pop, electronic music, and experimental styles. Artists associated with the label have included ABRA, Celeste, Glasser, Girls, King Krule, Oklou, Shlohmo, Slowthai, and Tobias Jesso Jr. True Panther separated from Matador Records and the Beggars Group in 2017. After the separation, it began a distribution relationship with Universal Music Group and returned to operating independently of the Beggars umbrella. The label has continued to function as a boutique music company centered on artist signings, recorded-music releases, catalog exploitation, promotion, and distribution rather than as a mass-market major label. Its identity is associated with emerging and genre-crossing artists, selective releases, and a willingness to work across the boundaries of indie, electronic, R&B, pop, and experimental music. The label's independent standing was recognized when it won the Libera Award for Label of the Year in the category for labels with five or fewer employees in both 2024 and 2025. These awards underscore the continuing importance of its small-team model and curated roster. The company remains active under the True Panther name, although detailed current ownership, executive structure, and full roster information are not established by the supplied reference material.

True Panther began in San Francisco as a small project of Dean Bein, Molly Samuel, and Avi Klein, who were also bandmates in Red Tape Apocalypse. The founders initially wanted to issue a seven-inch record for sale during a tour. The recording was made in Bein's basement, and the release's stronger-than-expected sales provided the capital for a follow-up project. The label then expanded beyond the founders' own music and was releasing work by other artists by the mid-2000s, before its formal founding date of 2008. Samuel and Klein eventually departed, leaving Bein to continue the business. He relocated the label to Brooklyn, New York, where True Panther developed into a more established independent imprint. Its early reputation was built on selective releases and a willingness to cross genre boundaries rather than on a narrowly defined commercial format. The label's most important early success was its joint venture with Matador Records for the debut album by Girls. Released in 2009, the album attracted substantial critical attention and was recognized by Pitchfork as Best New Music. The release showed how True Panther's artist-discovery model could be combined with Matador's established marketing and distribution capabilities. On November 4, 2009, Matador executive Gerard Cosloy announced that Matador had acquired True Panther Sounds. Future True Panther releases were to be marketed and promoted by Matador. Because Matador operated within the Beggars Group, the acquisition placed True Panther within a broader independent-label network while preserving the imprint's separate identity. During its Beggars-era association, True Panther worked with a varied group of artists spanning indie rock, electronic music, alternative pop, R&B, and experimental music. Associated names included ABRA, Celeste, Glasser, Girls, King Krule, Oklou, Shlohmo, Slowthai, and Tobias Jesso Jr. In 2017, True Panther left Matador Records and the Beggars Group. It subsequently entered a distribution arrangement with Universal Music Group, changing the label's external infrastructure while maintaining its independent brand and boutique scale. The post-2017 operation has continued to focus on artist releases, catalog activity, promotion, licensing, and distribution. The label's current public identity is generally expressed as True Panther Records or True Panther rather than the earlier True Panther Sounds name. The Libera Awards recognized the label's continuing independent operation when it won Label of the Year for labels with five or fewer employees in 2024 and again in 2025. The consecutive awards are consistent with True Panther's long-running small-team model. Publicly available reference material does not establish a complete current executive list, detailed financial information, or a definitive full roster at all dates.

• 2025

  Second consecutive Libera Award

  [1]True Pantheren.wikipedia.org

  True Panther again won the Libera Award for Label of the Year in the five-or-fewer-employees category.

• 2024

  Libera Award for Label of the Year

  [1]True Pantheren.wikipedia.org

  True Panther won the Libera Award for Label of the Year among labels with five or fewer employees.

• 2017

  The label left the Beggars Group umbrella

  [1]True Pantheren.wikipedia.org

  True Panther separated from Matador Records and the Beggars Group and began a distribution relationship with Universal Music Group.

• 2009

  Girls debut became an early breakthrough

  [1]True Pantheren.wikipedia.org

  True Panther partnered with Matador on the debut album by Girls, which became a highly visible independent release and received Pitchfork's Best New Music designation.

• 2009

  Matador acquired True Panther Sounds

  [1]True Pantheren.wikipedia.org

  Matador announced its acquisition of the label and assumed marketing and promotion for future True Panther releases.

• 2008

  True Panther Sounds was founded

  [1]True Pantheren.wikipedia.org

  Dean Bein, Molly Samuel, and Avi Klein founded the independent label in San Francisco after earlier self-release activity.

A boutique independent label focused on artist-led, genre-crossing releases and emerging talent, combining a distinctive curatorial identity with external marketing and distribution partnerships.

• Album · 2009

  Girls — debut album

  True Panther released the debut album by San Francisco band Girls through a joint venture with Matador Records. The record was an important early success for the label, receiving substantial critical attention and a Best New Music designation from Pitchfork. Its performance helped establish True Panther as a credible home for prominent independent artists while illustrating the label's ability to pair its own curation with a larger partner's marketing and distribution resources.

• Recorded music catalog

  True Panther artist releases

  The label's catalog includes singles, EPs, albums, and other recorded-music projects associated with artists such as ABRA, Celeste, Glasser, King Krule, Oklou, Shlohmo, Slowthai, and Tobias Jesso Jr. The catalog reflects True Panther's broad approach to alternative music, spanning indie, electronic, pop, R&B, and experimental work.

• 2017

  Post-Beggars distribution strategyStrategy

  Background

  True Panther ended its relationship with Matador Records and the Beggars Group.

  Action taken

  The label resumed operating outside the Beggars umbrella and began a distribution deal with Universal Music Group.

  Aftermath

  True Panther continued as a distinct independent label while using an external major-company distribution relationship.

  Source

• 2009

  Matador acquisitionM&A

  Background

  True Panther had gained visibility through releases including the Girls debut and sought a structure that could provide broader marketing and promotion.

  Action taken

  Matador Records acquired True Panther Sounds and announced that it would market and promote future True Panther releases.

  Aftermath

  The label operated within the Matador and Beggars Group ecosystem until it separated from the group in 2017.

  Source

1. 1True Pantheren.wikipedia.org
2. 2True Panther official websitetruepanther.com