It's now almost 40 years since Richard Branson launched the Virgin label to an appreciative world, with the aim of bringing some of the lesser known artists and musical genres of the time to the public attention.

Thankfully, that ethos is still alive and kicking with Llangollen man Ed Pybus and his SL record label who, to celebrate its 10th anniversary, are bringing two of their top artists to this year's Llangollen Fringe, Thomas Traux and Misty's Big Adventure this Saturday.

Indeed, Traux was featured on the Bethan Elfyn, Introducing Wales Show on Radio 1 last week.

"I'm a Llangollen lad through and through and can remember the Fringe starting up some 11 years ago.

"As it features my type of music and now living in the city of the other big Fringe, Edinburgh, I've always kept a keen interest in its development.

I was absolutely delighted to be asked to bring two of my artists down this year and it's great that the festival has kept tabs on me and SL Records as well for them to know we're celebrating our 10th anniversary. SL Records, which stands for Student Loan, was set up back in Ed's student days in Edinburgh University, and has gone on to be one of the most successful 'independent labels' in the UK.

"Our first production was a compilation of local Edinburgh bands which got great reactions from the main music press of the time as well as Radio 1.

"But there had been a lot of hard work involved here, as well as a bit of luck, in researching to who we should have sent the release to.

"But its been a really great experience. Running your own label means you literally sign the music I like and I've worked with some really talented people.

"I wouldn't want the label to get any bigger as you begin to lose that freedom, both for me and the bands themselves," says Ed.

The attitude of the bands Ed signs is also very important as they have to be extremely hands on, there's no army of people to do everything for them.

"The music industry isn't as glamorous as people may think, especially on smaller labels.

"It takes a huge amount of work, and even more luck, to reach the lifestyles of some of today's top names, but the music is certainly no better, in my opinion," continues Ed.

SL records have built their reputation on finding and promoting some of the more unusual bands on the circuit.

This is especially true of Misty's Big Adventure and Thomas Truax, whose visual and musical performances are some of the best around.

"The music industry has a habit of attracting charlatans and over-inflated egos, but I've also met some great like-minded genuine music fans, and made friends all over the world from running SL, which has definitely been a highlight.

"And it's a great feeling when I hear a recording straight from the studio or see one of the bands I'm working with play a great gig," says Ed.

But how does SL meet the challenge of getting their music releases noticed amongst the thousands of others out there?

"In order to give our releases the best chance possible we've spent time and effort building up relationships with journalists and DJs who'll help publicise our releases by reviewing or playing them.

"By building up a personal relationship with individual journalists and
DJs, you get to know what their particular tastes are, so you know what to send them and stand a chance of competing with the huge marketing budgets of labels larger than us," continued Ed.

The music industry has changed drastically over the last 10 years, with the advent of digital and of course the internet.

This is proving to be of a greater advantage to the smaller labels, as Ed explains: "It's certainly right that the industry has changed massively over the last 10 years. When we started the label about the only ways of getting hold of underground/indie releases from small labels was, if you were lucky, having a decent record shop where you lived or by scowering the classified ads in the back of the NME and Melody Maker or by taping John Peel's radio show.

"The changing industry has meant that big artists can take charge of all aspects of their career themselves run by their management which gives them creative and financial freedom.

"Many small independent labels, like ourselves, now act like management companies for smaller bands, who may not have separate
management/publicists/booking agents, which is seeing our role broaden out and flourish.

"The internet gives people a chance to listen to some stuff they may not have otherwise heard, and gives us a way to continue to fund new releases and recordings as I think most people will be happy to support small labels and bands in a way that they may not feel about bigger bands.

"And if in the end people just download stuff for freem then at least it's getting the music out there and people are hearing it."

And finally, would Ed recommend setting up your own independent label?

"Think about why you want to start a label – if it's to make your fortune, I'd probably choose a different industry!"

Tickets for this year's Llangollen Fringe can be bought either on-line at www.llangollenfringe.co.uk or by phoning 01978 860600.