Sleepless Records: Cape Town’s Independent RECORD Label Empowering Global Talent
In a music industry often dominated by major labels and restrictive deals, Sleepless Records is carving a new path.
Launched in early 2019 and based in Cape Town, South Africa, the label operates with a global outlook — championing independent artists with professional-level promotion, transparent deals, and a creative-first mindset.
The Story Behind Sleepless Records
Founded by Dewald de la Rey and later joined by Caleb Williams, Sleepless Records was born out of frustration with seeing talented artists release incredible music that never reached its audience. With backgrounds in marketing, creative strategy, and artist development, the team created the label as a bridge between independent artistry and professional promotion.
Mission & Vision
Mission: To empower independent artists with world-class marketing, strategy, and creative support — tools usually reserved for major-label artists.
Vision: To become a global hub for independent talent, break down barriers for artists, and prove that ownership and success don’t need to be mutually exclusive.
Sleepless isn’t about locking artists down. Instead, they operate project by project, with transparent budgets and clear deliverables. Artists keep their masters and royalties — Sleepless focuses on visibility, growth, and long-term impact.
Artists & Releases
The label’s latest wave of collaborations includes names like 10Timez alongside rising South African and international voices.
Their flagship campaign, 10Timez’s single “Half A Ticket”, is already rolling out with a full post-release strategy:
Editorial playlist pitching
Social media campaigns
Media placements
Ongoing audience growth
At launch, Sleepless is focusing primarily on singles — the most effective format for building momentum and engagement in today’s streaming landscape — before scaling into EPs and albums.
the Launch
Instead of a glitzy party, Sleepless kicked things off with a soft online launch, using their network of artists, playlists, and digital platforms to introduce the brand.
The response was immediate: local artists reached out for guidance, while international industry contacts applauded the transparent, artist-first model. For the founders, this was confirmation that Sleepless had struck a chord.
Why Sleepless Records Matters
In a crowded industry, Sleepless Records is part label, part creative agency. Their hybrid model gives independent artists access to professional-level campaigns without losing control of their music.
It’s a philosophy rooted in empowerment, transparency, and creativity — qualities often missing in traditional label contracts.
What’s Next
Looking ahead, Sleepless is already lining up new projects with both South African and international acts. Plans include:
Expanding their playlist network.
Building content-driven campaigns to spotlight artists.
Developing showcases and live events.
Growing into a global platform for independent talent.
The long-term goal is clear: to build a sustainable ecosystem where independent artists can build lasting careers without giving up ownership.
Final Word
Sleepless Records isn’t just another indie label — it’s a movement for artists who want their voices heard without compromise. With Cape Town as its base and the world as its stage, Sleepless is here to prove that independent music can be powerful, global, and sustainable.
