Cowbell Digital Music (also referred to as Cowbell or Cowbell Music) is an independent record label based in Queensland, Australia. The name derives from a Saturday Night Live sketch in which Christopher Walken demands 'More Cowbell. Cowbell Digital Music, in addition to being an independent label, has several sub-divisions. Launching Cowbell China in early 2010, Cowbell became "the first [independent label] in the western world to successfully launch into the heavily regulated Chinese digital music distribution market." The company's current slogan is 'It's Your Choice'.