Aardvark is about getting our artists' music heard by as many people as possible. Our passion for music is our foundation and it enables us to identify, develop and pursue traditional and new avenues to achieve this. We like to think out of the box. We like to try new mediums which showcase our artists' talents, for them and for lovers of new and original music.

We've racked up a series of firsts. We were one of the first record labels to use podcasting. We were one of the first labels to support internet radio. Other firsts include: providing music videos to YouTube, Google Video, Singingfool, ROO TV and a host of other online music video entertainment wesbites; providing full tracks on MySpace, Reverb Nation, Bebo and Last.fm; setting up a blog to share our thoughts about music industry developments and news; and using widgets for people to share our music and our videos with their mates.

Recent audio content provision deals such as the one struck with the gaming company Audio-Surf, is a continuation of our ethos...making music for the people - and not for our accountants.

We're not about big advertising spend or huge marketing budgets or telling people what to buy in order to look cool. We're just about adventures in music.

And when our artists describe us as a 'fair trade' label? Stuff like that is what makes us smile.