By Les Ong on January 23, 2026
In the quiet mountains outside Santa Cruz, California, Aaron Roche is changing the way independent musicians approach their careers. As the founder of Weird Fruit Records, he’s built a business model that prioritizes creative freedom and artist empowerment over traditional industry constraints.
The company’s unusual name tells a story of resilience and reinvention. During the COVID-19 pandemic, when live events came to a halt, Aaron found himself running a small farm in Bakersfield, California. There, he grew exotic fruits and uniquely colored vegetables for farmers markets. When the world began opening back up and he returned to his passion for audio engineering, the name Weird Fruit Records seemed like the perfect tribute to that transformative chapter in his life.
For Aaron, music has been as essential as breathing. Growing up between Bakersfield and Los Angeles, his earliest musical memories include listening to choirs singing in church. Throughout junior high and high school, he immersed himself in playing various instruments and even performed in a ska band with twelve members, complete with a full horn section.
“To me, it kind of feels like, what’s your interest in drinking water? It’s just such a part of my life,” Aaron explains when asked about his passion for music.
That twelve-piece ska band taught him an important early lesson about the music business. When he realized that a $100 bar gig split among twelve people wouldn’t sustain a career, he pivoted toward audio production. It was a decision that would shape his entire professional journey.
Before founding Weird Fruit Records officially two years ago, Aaron spent years honing his craft across diverse audio engineering roles. His resume includes recording data for AirPods at Apple, a stint at Microsoft, extensive corporate audiovisual work, and touring with bands across the country doing live sound. He’s recorded in parking garages with his entire computer rig plugged into his car and worked on the massive audiovisual system at Laguna Seca racetrack, managing literal miles of copper wire.
Each experience added another layer to his expertise, but it was the frustration of seeing creative projects shelved that ultimately inspired him to create his own path forward. Time and again, Aaron witnessed talented artists produce exceptional work, only to have it canceled because it didn’t fit a record label’s contract requirements or commercial expectations.
“I wanted to make sure that I had a way to ensure that the clients I was working with had a way to get music out there directly, without hindering their creative vision,” Aaron says.
What sets Weird Fruit Records apart from traditional labels is its commitment to creative freedom. Aaron works on a project-by-project basis, ensuring that artists aren’t locked into restrictive multi-album contracts or time commitments that have long been industry standard. This approach reflects his belief that the modern music landscape demands more flexibility and artist autonomy.
His target market is independent musicians who are playing local shows and building their careers but aren’t yet at a level where major labels are interested. These are artists with talent and dedication who simply need guidance, professional production quality, and someone who believes in their vision.
“I try to build a bridge between playing shows locally and having a full career in music,” Aaron explains. His services include everything from recording and production to distribution on streaming platforms, with an emphasis on making sure the final product is polished and ready for the world to hear.
One of Aaron’s most meaningful projects has been Sound Forage, a creative endeavor that captures musical performances in unusual acoustic spaces. The first episode featured artist Ian Santillano performing inside a hollowed-out redwood tree, playing a guitar with a redwood top.
What began as a concept focused simply on the novelty of unique recording locations evolved into something much deeper. The project transformed into a mini-documentary exploring the entire lifecycle of a redwood tree, from its growth as a towering giant through its potential destruction by weather and fire, to its capacity to survive and regenerate, and finally to its transformation into something beautiful like an acoustic guitar.
“When I started the project, I thought it was just going to be like, okay, here’s the song, it was in a weird place, there’s the gimmick, and that’s the end of it,” Aaron recalls. “But it turned into something much more meaningful. It really showed me how important storytelling was to me, and it’s guided my decisions since then.”
The Sound Forage project represented a turning point. It helped Aaron realize that while corporate work might offer more predictable income, the projects that fulfilled him creatively and emotionally were worth pursuing, even if they required financial sacrifice.
In 2021, Aaron moved to Ben Lomond in the Santa Cruz Mountains with his partner, who is pursuing her PhD in plant physiology at UC Santa Cruz. The location provides a peaceful setting for creative work, though Aaron admits he sometimes misses the energy of Los Angeles where he grew up.
“Trees are nice, but I can only take so much quiet,” he says with a laugh, acknowledging his appreciation for a bit more hustle and bustle.
When he’s not working on music projects, Aaron continues his interest in horticulture, though in a more relaxed way than during his farming days. He grows unusual plants, including buzz buttons, small flowers that cause numbness and increased salivation. He’s experimented with making tea from these flowers to help vocalists during recording sessions.
Aaron is also a member of the Audio Engineering Society and volunteers at the Food Distribution Center in Watsonville, finding ways to give back to the community that has welcomed him.
The next major milestone for Weird Fruit Records is acquiring a record lathe within the coming year. This equipment will allow Aaron to produce vinyl records in-house, giving artists something tangible to sell at shows and to fans who want a physical connection to the music they love.
“Today streaming is how you get music, and there’s not really much money in that,” Aaron notes. “Having something tangible, I think, is important. It’s a way for artists to actually make a living.”
The plan extends beyond vinyl to other merchandising opportunities that can help musicians sustain their careers. Aaron envisions Weird Fruit Records as a comprehensive support system for independent artists, helping them navigate every aspect of building a music career.
His vision for the next five years is focused on growth while maintaining the core values that define Weird Fruit Records. He wants to continue serving independent musicians with the same personalized attention and creative freedom that have become the label’s hallmarks.
Aaron is quick to acknowledge that his success hasn’t been a solo journey. He’s preparing to send out thank-you cards to approximately 200 people who have been instrumental in keeping Weird Fruit Records running over the past two years. From band members to fellow engineers and producers, each project brings new collaborators who contribute their expertise and passion.
This collaborative spirit extends to his business philosophy. By treating each artist partnership as a unique relationship rather than just another contract, Aaron has built a reputation for putting creativity first and maintaining integrity in an industry often criticized for exploiting young talent.
For independent musicians in the Bay Area and beyond, Weird Fruit Records represents an opportunity to work with someone who genuinely understands their journey. Aaron has lived the struggles of trying to make it in music, experienced the disappointment of shelved projects, and discovered the importance of having creative control over one’s work.
Whether you’re a singer-songwriter looking to record your first professional tracks, a band ready to distribute your music to streaming platforms, or an artist seeking guidance on building a sustainable music career, Weird Fruit Records offers the expertise and support you need.
The name might be unusual, but the mission is clear: help independent musicians create, distribute, and thrive on their own terms. In an industry that often prioritizes profit over artistry, Aaron Roche and Weird Fruit Records are proving that there’s another way forward.
If you’re an independent musician looking for a partner who understands your creative vision and can help you navigate the music industry without compromising your artistic integrity, reach out to Weird Fruit Records today. Whether you need professional recording, production guidance, or distribution support, Aaron Roche is ready to help you turn your musical dreams into reality.
Connect with Weird Fruit Records today and discover how a project-by-project approach can give you the creative freedom you deserve while building your music career.
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