./manage.py help syncdb offers the following:
./manage.py syncdb --no-initial-data
From Django docs according to source data :
If you create a fixture with a name initial_data.[xml/yaml/json], this fixture will boot every time it starts migrate. This is very convenient, but be careful: remember that the data will be updated every time it starts migrate. Therefore, do not use initial_data for the data you want to change.
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