How do you differentiate your Australian product when others are importing an almost identical item and selling it for less?

This was the problem the Australian record industry faced with the relaxation of “grey importing” laws.

Large retails who could bulk-buy started importing CDs from overseas rather than buying from the Australian distributor.

Arty Labs partnered with the Australian arms of EMI, Sony, BMG and Universal to create exclusive cross-platform multimedia components for Australian CDs, giving fans access to unique content only available on the Australian discs of bands like Hole, Metallica, Custard, and even Australian-produced content such as Triple J’s Hottest 100 which went to double-platinum in the ARIA charts.