SYDNEY, Australia – Fifteen years after Poof Doof first began spreading joy at parties across Australia, the legendary queer events and nightclub brand is entering the label business.

Poof Doof Records launches proper with its first release, “All I Need,” dropping Thursday (April 23) from resident Poof Doof artist Jimi the Kween, the beloved drag queen and musician.

The label is an extension of the colorful business formed in Melbourne in 2011 by founder and Anthony “Hockers” Hocking. “We built up the community and we’ve seen so many young, queer artists come through the doors and perform and play for our events, that it was kind of like a natural progression to start our label,” Hocking tells Billboard.

Its mission: to continue uplifting, nurturing and providing pathways for queer talent in Australia. And to share their music with the world. The new venture, Hocking continues, “has been on my mind for many years.”

Distribution is handled by AWAL Records, with Poof Doof Records partnering with Positive Feedback and Powerhouse Management, and with John Davis, creative director / festivals co-ordinator, playing a guiding hand.

In its early stages, the label will accept submissions. “Over time,” explains Davis, “we intend to evolve toward a more traditional A&R model, proactively identifying and developing emerging queer talent.”

The inspiration behind the first release isn’t hidden from view; it’s right there in the title. “All you really need is the people that love and support you around to lift you up and have a really good time,” Jimi the Kween tells Billboard. “So it’s kind of all centered on being around like-minded humans and celebrating each other, and then you can, you know, live your fantasies and be yourself. So that’s also kind of why it’s the perfect message for the first release on the label, too. The messaging behind it is celebration, and it’s pride, it’s joy.”

Poof Doof’s cheeky name made the leap into Australia’s mainstream many years ago, where the team has hosted major activations, including queer precincts and stage takeovers at such shows as Splendour In The Grass, Beyond The Valley and Pitch Festival. Wherever Aussies want to party.

Many of the biggest names in dance music have played its stages, including Carl Cox, Faithless, Seth Troxler, Melanie C, the Veronicas and many others.

Each year, the brand is front and center at Sydney Mardi Gras, getting the good times humming with a series of pool, boat and underwear parties, culminating in its iconic Mardi Gras Parade After Party. Its specialized events include Red Rave, Snap Crackle Pop XXL, POOF DOOF Drag Brunch and outdoor micro-festivals including A Gay On The Lawn and Yasss Queens Park.

“The Poof Doof audience at heart, a Poof Doof party, can be absolutely anything,” explains Davis, “but at the core of it, it’s about queer joy. Uplifting the community, good fun. Fun is the name of the game. If we’re not having fun, you’re not having fun. We are always about having a great time, making sure everything is colorful, inclusive.” And yes, “there’s confetti.”

With the launch of Poof Doof Records, out rolls its official website at poofdoofrecords.com. Label submissions can be made at music@poofdoofrecords.com.

Sonically, the label will be a broad palate, welcoming future-forward house and techno tunes, to artist-led pop and other styles. It’s unified not by genre, but by a joyful queer creative perspective, Hocking enthuses.

“If the music’s good, if the songs are good, we’ll put it out,” he says. “We don’t want to overpromise, we don’t want to stretch ourselves. But we’ll see what comes in the door.”

Timing is everything. Poof Doof Records launches ahead of June’s Global Pride Month. WorldPride 2026 will take over Amsterdam from July 25 to Aug. 8, 2026. Poof Doof will be on the ground, representing with its famous parties.

“With what’s going on, the world’s a pretty wild place right now,” notes Hocking. “All I Need” is a “feel good song that really speaks out to communities all over the world. The timing is right.”