Running a record label can be a little like being in Monty Python’s Spanish Inquisition at times, in that I lose count of the times I get into conversations which start with ‘The toughest thing about running a record label… wait, wait, the two toughest thi… actually the THREE toughest things about running a record label are…’ and so on and so forth.
It’s not the same as being in a band, but it’s close. I don’t think maintaining a level head amongst near constant rejection and occasional hyperbolic adulation is quite as personal a challenge when you’re one step removed from the actual making of the music. But there is what can only be described as a crushing sense of responsibility to the people who choose you to be the one to do your best with their life’s work, and make sure it gets out in the world properly, particularly if you are small and tend to work with friends and people who personally trust you.
A pal of mine who I have known since very near the beginning of the label is Jamie from Audio Antihero. You’ve heard about Benjamin Shaw, Jack Hayter, Nosferatu D2 and Superman Revenge Squad on the blog before, but more or less everything the label releases is good. And he has the best label motto of all time: “Specialists in commercial suicide.” I wish I’d thought of that first.
If you don’t trust me on that one, well there is a very simple remedy. To celebrate their first five years of existence they are offering up a free sampler – well pay-what-you-like, which is NOT THE SAME THING! – which you can get from their Bandcamp page here.
If you want a clear indication of why I like this label so much, I think it is summed up in their press release which contains maybe even more sarcasm and bitter cynicism than even these pages:
“It’s our “Birthday” – Audio Antihero has been a label for five long years. It could have gone worse, I suppose. I hope you’ve enjoyed some of it. Thanks for supporting.
Get 50% off anything from our Bandcamp for the next 48 hours (expires Friday) with the discount code “fuckthisshit” (after that, it’ll switch to a 15% off code). Valid on anything (CD/Digital/Cassette/Stress Ball).”
Kindred spirits, clearly. Anyhow, go and buy things. Or least listen to them closely, to make up for the fact that I didn’t write about the Cloud album when I actually rather liked it. Sorry Jamie. Here’s to the next five years old chap!