Answered by Ruud Lemmen, founder and current owner of Neurotic Records [Holland]
Website: www.neurotic-records.com
What type of extreme music is your main priority?
Well, extreme metal is basically where it is at. To me it doesn't really matter if it is death metal, black metal, or anything else. As long as it is well played, well thought out, intricate metal music. With Neurotic Records it seems that we have signed a little more "technical death metal" opposed to bands from other genres though, but that all can change in the future, it all depends what crosses our path I guess, at least it's not that we feel we are restricted to this genre.
What kind of things do you pay attention to when receiving a demo from a band?
We receive about 50 to 100 demos a week, each and every week I might add, and basically the first thing that catches my attention is if a band put in the effort to present their demo well. With this I mean a well packaged CD, with a booklet, or in a cardboard printed sleeve, with a bio sheet included and so on. You can't imagine how many demos we get send to us, where we open the envelope and nothing but a blank CDR with the bandname and an e-mail address written on it is included.
Because of the current state of the market have you become more or less critical when it comes to inking a deal with a band?
Basically, ever since we started out we've been as selective as it gets. In three years time we only got to a total of 11 recording artists under our wings, where it could have easily been 30 to 40 artists. So regardless the state of the market, we're very selective, and we will probably always stay that way.
Do you feel the market is getting flooded with far too many releases nowadays?
Oh yes, definitely. Back in the days with for instance, death metal releases, we have had say a new Deicide album coming out and maybe one or two more death metal releases in one month. Check your local magazines nowadays; it seems there are 100 or more death metal releases being released. Each and every month. If you see that the kids still have about the same money to spend per month they will always go for the one, two or three releases that appeal to them most.
How much has illegal downloading affected your label?
Well that's hard to say. I'm sure it has affected us quite a bit in a negative way. Especially the younger fans [without any disrespect to them] that are say 12 to 14 years old haven't really been growing up with buying CD's, they have been growing up believing that music comes free. In a few years this aspect will become even worse I think. However, putting actual numbers in terms of loss to this is hard, as it is something we have no control over.
When will CD's and DVD's effectively disappear in favour of online downloads?
I think CD's and DVD's will not disappear in favour of online downloads. I think online downloads is a new medium, yes, but I think that this is just some sort of transition-medium before the real successor to CD and DVD will come on the market, in whatever format that may be.
How much must a CD or DVD sell before you call it a success?
It varies per release. It all depends on where the break even point is set. Obviously we will always try to meet the break even point [which is the point on where we will start making any profit] as soon as possible.
How important is good distribution nowadays when reflecting on internet as a free resource?
Good distribution is still a must-have, and as long as record stores exist I think it will be a must-have. I'm not sure how you look upon this, but whenever I buy a CD [admitted, that doesn't really happen too often anymore] I rather go to a store, browse through whatever is available, hold the actual jewel case, and then decide to buy it yes or no. For me, and a lot of other people I know, that still beats clicking on a "buy now" and "check out" button.
How do you decide what should be a priority release, or is every release a priority to you?
Every release is a priority release for us.
What new albums are in your pipeline?
Visceral Bleeding and Disavowed's new albums are on the dawn of release, after that we will have new albums from Sickening Horror, Corpus Mortale, Ruins and Prostitute Disfigurement planned so far for this year.
Answered by Scott Ellingboe, owner of Brutal Bands/Extreme Underground [USA]
Website: www.brutalbands.net
What type of extreme music is your main priority?
Brutal death, black death, and grindcore.
What kind of things do you pay attention to when receiving a demo from a band?
I look to see if the songs are written and played well. I have to enjoy them myself before believing others will enjoy them. I need to believe in the band 100%. I also prefer to see decent production. I believe if a band is able to achieve a quality production on their own, then that's all the proof I need to know they will be able to achieve quality on this label.
Because of the current state of the market have you become more or less critical when it comes to inking a deal with a band?
Regardless of what's going on in the metal world, I try to remain critical when selecting bands to sign. Brutal Bands has a reputation for putting out quality releases and signing killer bands. That's not a reputation I want to loose.
Do you feel the market is getting flooded with far too many releases nowadays?
Absolutely! There are far too many labels out there, signing far too many garage bands. This all seemed to start happening in the late 1990's, and then erupted in early 2000's.
How much has illegal downloading affected your label?
Well, I don't really know for sure. But I know there are plenty of people out there that don't buy CD's. They download entire CD's. They don't care about how much this hurts the very music they enjoy. Many try to justify it by saying they are helping spread the word about new bands by making their CD's available to others to download. Yet these very same people are also sharing out well known bands as well. The fact is that in this day and age, labels and bands can easily promote their new music themselves, and most do. So there really is no reason at all why labels and bands need people to illegally distribute their releases for so called promotional support.
When will CD's and DVD's effectively disappear in favour of online downloads?
That's an interesting thought. I have no idea actually. Things like this are dictated by the larger corporate music industry. They decide the direction that music media is going to go. I know digital downloading of purchased music is becoming more and more popular. I would like to see some form of encryption developed though to hinder illegal distribution. I guess we'll all have to wait and see.
How much must a CD or DVD sell before you call it a success?
Well, that's all relative to what a label considers to be successful. It also depends on how much money was put into a particular release. For this label, once all money invested in a band/release is made back in sales, that alone is considered successful. But of course for a label to grow, sales above just breaking even are necessary.
How important is good distribution nowadays when reflecting on internet as a free resource?
Good distribution is still very important and I don't think the internet will ever take away the value of good distribution. Making a CD available to someone when they go to shop at their favourite store will always be very important.
How do you decide what should be a priority release, or is every release a priority to you?
We don't really have releases that are a higher priority over others. But when a release is about the come out, it is usually more heavily promoted than older releases. And we typically promote all our releases for an entire year after they've been released.
What new albums are in your pipeline?
Well, we just unleashed two new releases within the past few months from Anomalous Cognitive Dissonance MCD and Element Aeons Past CD. Incinerate has a new CD coming out later this year as well. And we've got new releases from Abysmal Torment, Devourment, and Emeth slated for the future as well.
Is there anything you would like to add to conclude these questions?
Be sure to check out our web site at www.brutalbands.net for news on our bands and releases. Check out our online store where you can purchase, CD's, DVDs, vinyl, shirts, stickers, and posters. And be on the look out in Europe for Devourment on tour in May 07', and in Canada for Emeth on tour in June 07'. More info on these tours can be found on our web site.
Answered by Billy Nocera, co-founder and owner of Razorback Records [USA]
Website: www.razorbackrecords.com
What type of extreme music is your main priority?
Old school death metal, grindcore, and thrash metal, but we've also done doom metal as well.
What kind of things do you pay attention to when receiving a demo from a band?
It definitely has to have lots of old school influences, as I'm not really into anything new or modern sounding. It has to have its own sound at the same time, which is difficult in such times, but still it has to be its own thing and feel for me to consider doing anything with it. Also, and this is very important it should have some kind of real hand drawn artwork, and not some shitty computerized photoshop shit. I'm really into artwork so this is really important to me. Also the band has to be down to earth and not think they're going to become some kind of big rock stars or whatever. I can't deal with that kinda attitude at all.
Because of the current state of the market have you become more or less critical when it comes to inking a deal with a band?
Yes, I'm really picky and specific more than ever now. I was always very careful and always tried to work with the most high quality bands, even from the beginning of the label, but now more than ever I'm only looking for the very best and bands I can work with easily without any bullshit problems, delays, and any other general crap that gets in the way. The band has to be something very special for me to put money into, which is very important considering how expensive it is to do a label these days.
Do you feel the market is getting flooded with far too many releases nowadays?
Yes! There's just too much stuff out there and it's almost impossible to get any kind of distribution. I really worry about the future of this music everyday. It's amazing I've been able to keep doing the label as long as I have [eight years and counting]. Labels need to focus more on quality instead of quantity. Why does there need to be 50000000 releases a year? Some labels put out over 10 or 15 CD's a year - why? It makes no sense to me. Why not just do three or five and make it high quality and try harder to promote it?
How much has illegal downloading affected your label?
Not sure, but I'm guessing it's hurt a lot! I've seen all our releases on download sites and stuff like that. The good thing is that most people still seem to care about actually buying the release because they want the artwork and packaging, lyrics, etc. That's why we try to put a lot of emphasis on artwork and cool looking graphics and a great presentation. There will always be true collectors out there, at least I hope so!
When will CD's and DVD's effectively disappear in favour of online downloads?
I hope never! That would be a really sad day for the world, I think. Online downloading is really fucking boring and takes all the heart and soul away from this! What's next - should we all become cyborgs or robots or something with music chips implanted into our brains?
How much must a CD or DVD sell before you call it a success?
Well Razorback is really small, man. So I'm happy if we can do at least 2000 copies. Not a lot compared to most labels, but our label doesn't have big appeal and we only do really old school kinda stuff and that's not very popular compared to what's going on today in metal music. We'll never be a "big" label because I don't play by the rules ever and I only release music I listen to personally, not because it will "sell" or whatever. That's never been my goal.
How important is good distribution nowadays when reflecting on internet as a free resource?
Distribution is more important than ever! Without it, it's almost impossible at times to keep going. But you know what? I will never quit doing a label! I know some labels that give up if they can't get some kind of "exclusive distribution deal" or something. The truth is, 99% of those "deals" are fucking bullshit rip offs! You have to rely on yourself to survive, you can't sign away yourself to some other person or company that you can't trust. I've shut down so many of those "exclusive distro" offers because I know that crap never works and always ends up a disaster. Just look at the history of most small labels! So as long as I'm able to sell our stuff direct to the fans, then I will always keep this label alive!
How do you decide what should be a priority release, or is every release a priority to you?
Well, there's some releases that I know in my mind will do better than others, but I always promote everything equally I'd say. I always give every release as much as I can and always make sure I make it available to those who want it. It's not always easy, but I do my best!
What new albums are in your pipeline?
Right now we're about to release the Impetigo Horror of the Zombies CD, which is an all-time underground death metal classic in my opinion! Then the third album from Blood Freak is next! Then we're doing the re-issue of the first F.K.U. album who are a great thrash metal from Sweden, and then the Fondlecorpse / Frightmare split CD which will be the last split CD we ever do!
Is there anything you would like to add to conclude these questions?
Thanks for sending these questions, I appreciate it! Check out our web site at www.razorbackrecords.com. Thanks again!
Answered by Barrett Amiss II, founder and owner of Sevared Records & Distribution [USA]
Website: www.sevared.com
What type of extreme music is your main priority?
Brutal death metal.
What kind of things do you pay attention to when receiving a demo from a band?
Well, that's a tough question; there are a lot of things. Like, how well the songs are put together, the length of the songs, recording, the bands potential for growth, if it's brutal, if the bands actually into the music, and not just playing it for the hell of it, the vocals are a big part, must be brutal! Basically when I get a demo and it grabs me, I'll try to get in touch with the band for a release.
Because of the current state of the market have you become more or less critical when it comes to inking a deal with a band?
Well, yeah there are so many bands now, and a ton of shit music out there. It's hard to keep track of everything. But, the good thing is that after hearing so many mediocre bands, once a good one comes along you know it right away. It's just everybody with a guitar and a drum machine feels they should start a death metal band now, and do it before they learn how to play their instruments!
Do you feel the market is getting flooded with far too many releases nowadays?
Yeah, to a certain respect. There are a million bands and labels nowadays just putting out anything and everything. It seems now too that anybody that has a couple extra dollars is starting a label and then within a year that label is gone, and the same with bands. A band will start up, do a shitty demo and just disappear. And I'm just thinking why the hell did they start the shit in the first place. I think that a lot of people think that doing a label and or doing a band is simple and anybody can do it, until they try and for whatever reason it doesn't work out, and then they realize that it does take a lot of time and dedication in order to make labels and bands work.
How much has illegal downloading affected your label?
Well it sucks now everybody just downloads the shit for free, not knowing or even caring about the bands or labels that put in so much time and money to get the music made, recorded, and released. They'll just download it and not support the band or the label, and that's just fucked up! Those people are hurting the whole underground death metal scene more than anything. It's not like there's a lot of money in the underground, but if this all keeps up I think a lot of labels and bands won't be able to survive without the support of buying the CD's. I have no problem with people downloading the CD's to check the CD out before they buy it, but as long as they actually buy the CD later, if they like it! And for me, I love to have the artwork and everything that comes with the actual CD, not just some damn CDR that can be disposed of. People don't realize how much work goes into making a CD and it sucks that a lot of people don't support the underground anymore.
When will CD's and DVD's effectively disappear in favour of online downloads?
Well, if it keeps up the way it's been going I don't see them lasting that much longer. I don't think they will ever really disappear completely as there are still a ton of true underground supporters out there! People just need to realize how much it hurts the bands they love and the labels that release the music.
How much must a CD or DVD sell before you call it a success?
It all depends really, I would say if you at least make your money back for everything and the band gets their money back from whatever they had to spend to make the CD happen and have some extra money to get the next CD out, then I would say it's a success. And of course if the fans like it or not!
How important is good distribution nowadays when reflecting on internet as a free resource?
Distribution is very important. If you can't get the music to the fans then you have a problem! The internet has been great as far as getting in touch with other distributions and bands around the world, and getting them my releases, and getting their releases here for my distribution.
How do you decide what should be a priority release, or is every release a priority to you?
Every release is a priority for Sevared Records! I don't play favourites! I just try to do my best for each band I release.
What new albums are in your pipeline?
Yeah, I have a ton of excellent brutal death metal releases coming out this year. CD's from Exaltation, Viral Load - a new MCD and new full-length CD. Be sure to check them out in Europe on tour with Devourment in May. Shuriken Cadaveric Entwinement - sick, features members of Lust Of Decay, Septycal Gorge re-issue CD with their MCD as a bonus, Vomitous / Inhuman Dissiliency split CD, Embludegoned / Human Filleted split CD, Toxocara new full-length CD, Artery Eruption / Inhuman Dissiliency split CD, Flesh Consumed full-length CD, Rest In Gore full-length CD, Mangled Atrocity full-length CD, Sanatorium re-issue CD plus bonus, and many more. Be sure to check out sevared.com for all news.
Is there anything you would like to add to conclude these questions?
Per, thanks for the interview bro, and for supporting underground death metal! Everybody be sure to checkout my huge catalogue of sick brutal death metal releases for some of the cheapest prices in the underground. Buy three CD's and get one free at sevared.com, thanks again bro!
Answered by Rhino, responsible for all band and label promotion activities at Grindethic Records [UK]
Website: www.grindethic.co.uk
What type of extreme music is your main priority?
We're all brutal death metal and grind addicts here.
What kind of things do you pay attention to when receiving a demo from a band?
We like to see a band that has taken its time to create a stable line-up, hone their craft, compose and record a decent quality demo or two. In other words, that they have an understanding of what being in a band involves, the self-discipline and drive required, and some experience of working in a studio. Obviously, they have to kick major ass and catch our ear with a unique sound and/or a razor-sharp execution!
Because of the current state of the market have you become more or less critical when it comes to inking a deal with a band?
In a sense, our approach as I described before has not changed, but we do try to steer well clear of bands that have simply drawn-up a logo, made one rehearsal track available on their MySpace page and now believe that they deserve the best deal out there.
Do you feel the market is getting flooded with far too many releases nowadays?
Certainly the "boundaries to entry" have now dissolved thanks in part to Pro-Tools recording convenience and the internet communication vehicle, but there probably have always been this many bands around since the metal scene really took off in 1991 - we simply are all getting to know about more of them nowadays. Looking at it from their perspective, most bands today must be pretty delighted that the route to global exposure is no longer tightly guarded by four-five large metal labels, like it was in the late 80's. However, Grindethic has always been about choice and being open to the vast subterranean underground scene on offer. If a band counts its own members and our very own Jon as its only fans on the planet, that's good enough reason for us to stock and distribute it [laughs].
How much has illegal downloading affected your label?
Argh, don't get me started on this! Actually, Grindethic does not really have that much history to be able to compare sales performance previous to the current "download era". And besides, our customer base is probably not representative of the whole mainstream music audience; instead they are comprised of the dedicated old-school fans of the underground. If our own releases have enjoyed quite a bit of popularity, it is mostly due to the band's own fans being dedicated [and honest] metallers that support them and thankfully feel that they should own the genuine CD product. That said, talking to many of our label peers and partners on the scene, the current prognosis is pretty grim.
When will CD's and DVD's effectively disappear in favour of online downloads?
My opinion is that the current legal download economic model is not even close to a viable working system yet. Today's bigger labels engaged in this market are misguided in believing that they can command the same huge margins for these digital download media. How can one remove the cost of making CD's, distributing them, covering stock costs [as is the case with digital media] and still charge the end consumer £9.99 [€14.49] for a whole album of compressed digital "virtual" MP3 tracks [or even worse, £0.79 [€1.15] for a single track]? That's why those free illegal downloads are so rampant; the end-consumers are not naïve and are well aware that the current pricing is still not fair. It's simply not sustainable. Our own customers today pay less than that for a real, glossy, arty-looking piece of plastic brutality! With its vivid cover art-pieces, mammoth thank you lists and gutter lyrics, metal still has a good solid grip on the tangible product legacy from vinyl and is likely to hold on to the CD for a good while longer!
How much must a CD or DVD sell before you call it a success?
We operate a lot through the network of trades between underground distros. So if after we've sent out our initial CD trades across the world, people come back asking for more, that's usually a pretty good sign that we're on a winner. If we need to organize a re-press, then we are over the moon! But if you are talking about anything like "financial success", you're talking to the wrong people!
How important is good distribution nowadays when reflecting on internet as a free resource?
The end goal of every single of our releases is for the band's product to get out there, across the globe, as much as possible. Internet search facilities have certainly helped to facilitate our customers to find and buy their CD's from the most convenient and cheapest sources. I'd dare say that physical distribution has become less important now as you can even track down the last available copy of a long out-of-press CD from some bastard on e-Bay selling it for £400! Ironically, the internet has not only brought the digital download frenzy but also changed the way we find and buy the good old compact discs - usually for the better.
How do you decide what should be a priority release, or is every release a priority to you?
We treat every release with the care it needs and tailor our resources and time to suit each one. Importantly, we operate with total transparency and close communication with all our bands to make sure we achieve their desired goals for each of their releases.
What new albums are in your pipeline?
We have literally just released the North-West Slam Fest a 3-way split showcasing the sickest brutality coming out of the Manchester scene. It features killer tracks by Crepitation, Ingested and Kastrated. This is just a taster of what is to come from these bands. Watch out! We are equally very proud to be releasing the second full-length by German monsters Defeated Sanity, titled Psalms of the Moribund. This CD takes everything they did on their debut and delivers it with a ferocious punch of brutality. Seriously…we are talking about Effigy of the Forgotten-brutal here. Magic was captured on that CD. We also have some new surprises in the pipeline that I can't reveal yet. 2007 is going to be an exciting year for sure and a very busy one too!
Is there anything you would like to add to conclude these questions?
On the point of music, downloads and where the whole business is going, I'd add that bigger labels are increasingly viewing the music as an avenue towards securing other more substantial revenues. With the real money coming from the live shows themselves and merchandise sales, and it could well be that music itself [whether on CD or digital MP3] one day becomes only a tool that is "sacrificed" [given away for free?] in order to attract the audiences into those stadium shows and into buying that T-shirt. I am aware that some labels' contracts are now securing percentages on future live revenues as well as the already common cut on merchandise sales of their new bands. It is not just the CD we have to worry about, but possibly the music itself! Thanks for stimulating questions, Per! Be sure to check out what us rowdy lot are getting up to at www.grindethic.co.uk.
Answered by Karol Pienko, Selfmadegod Records CEO [Poland]
Website: www.selfmadegod.com
What type of extreme music is your main priority?
Grindcore, metal and punk.
What kind of things do you pay attention to when receiving a demo from a
band?
I obviously look at the band's music, but also things like their attitude and also lyrics are important.
Because of the current state of the market have you become more or less
critical when it comes to inking a deal with a band?
It has to be a band that has something unique and catchy to offer, and
also something more than just a demo and a MySpace profile to show. It has to be 100% dedication.
Do you feel the market is getting flooded with far too many releases
nowadays?
Unfortunately most of the releases today are under average in terms of quality. This is perhaps the worst thing that happens today. Nowadays any band can record a decent demo
and even release it, however most people forget about the quality of the product. Quality will
always be above quantity.
How much has illegal downloading affected your label?
I have no idea. We're probably too small for this to affect us.
When will CD's and DVD's effectively disappear in favour of online
downloads?
I hope that never happens. I couldn't imagine the world without physical
products such as records whether it be vinyl or digital ones.
How important is good distribution nowadays when reflecting on internet as a
free resource?
Good distribution is one of the most important things regarding a record
label. Unfortunately as I said before there is too many releases these days and
sometimes it also affects the chances of getting a decent distribution of your product.
How do you decide what should be a priority release, or is every release a
priority to you?
For obvious reasons full-length releases are the biggest priorities for me.
What new albums are in your pipeline?
Daymares Can't Get Us All CD, Toxic Bonkers Mind Crusher CD, Third Degree's second CD and the third CD from Incarnated.
Is there anything you would like to add to conclude these questions?
Thank you for your interest and support.
Answered by Nicolas from Bones Brigade Records [France]
Website: www.bonesbrigaderecords.com
What type of extreme music is your main priority?
There's no priority. If we like the music we release it. Doesn't matter if it's slow or fast.
What kind of things do you pay attention to when receiving a demo from a band?
Most of the time I don't have time to listen to the demos, and when I do it it's usually a very quick listening. I prefer to discover a band on stage or on their website by myself.
Because of the current state of the market have you become more or less critical when it comes to inking a deal with a band?
No and that's why I'm losing money everyday! I don't care about the current market. Bones Brigade is my passion and has been for many years. I don't want to release something just because there is some kind of quick money to get or because it's trendy!
Do you feel the market is getting flooded with far too many releases nowadays?
No, I think it cool that there are so many good bands and labels. Every one should be able to try their luck!
How much has illegal downloading affected your label?
I don't know. We are in the underground so it's not a big percentage because there are so many people in the scene who are passionate about this kind of music and most of them by the records so I don't think it's too much of a problem.
When will CD's and DVD's effectively disappear in favour of online downloads?
I really don't know. I doubt it will ever happen.
How much must a CD or DVD sell before you call it a success?
About 3000 copies.
How important is good distribution nowadays when reflecting on internet as a free resource?
Good distribution is very important because there are many people who still buy records in the shops.
How do you decide what should be a priority release, or is every release a priority to you?
I support all the releases as much as possible so all are priorities but sometimes the magazines, websites, bookers choose definitely. I mean the promotion side is always difficult as it's not everybody who sees your releases as a priority. It's not that easy always.
What new albums are in your pipeline?
The new CD from Total Fucking Destruction is next.
Is there anything you would like to add to conclude these questions?
Internet is not the only way to listen music. Go to the shows, enjoy the music and party. Get drunk and stoned. Thanks for the interview and take care.
Do you feel the market is getting flooded with far too many releases nowadays?
How do you decide what should be a priority release, or is every release a priority to you?