I'm Ash Avildsen, Founder of Sumerian Records, Summer Slaughter, AllStars and other fun stuff.

Is Tosin Abasi the reincarnation of Jesus, Buddha, and Jimi Hendrix in one body?

there's some Lord Krishna in there too.

The stunt that Upon A Burning Body pulled angered a lot of fans.i remember reading that you didn't agree with it either. How do you handle these types of high emotion situations? Has it been harder trying to promote the band since then? Do you think they regret what they did?

It was a very emotional day. Someone at the label (without telling me) was aware they were doing it and gave them input on the idea. It was all only supposed to last a matter of hours before promoting the new song and letting everyone know it was just part of a storyline, but I woke up to a ton of calls, emails, voicemails and texts of people freaking out thinking Danny was really missing. Hindsight is 20/20. The label employee and the band all regret it I'm sure, but I believe Metal Hammer will be putting out a big double interview/article so the world knows exactly what happened. It hasn't been harder promoting them. I love UABB and they are some of the best dudes I know. The new record is great and big things are ahead for them. How do I handle these types of high emotion situations? Usually with submission moves like Bret Hart's sharpshooter or Ric Flair's figure four.. See how long one can last before you tap out from the emotional pain ya know?

It seems like Sumerian has many bands that stay with the label for a long period of time (in modern-day record label speak). What differentiates your relationship with your bands from a label that does not have such a great reputation? cough Victory cough

how we treat them, the personal connection we have with them, how we do our jobs, how we pay our royalties and have clean accounting, how we provide for them, the work we do for them, really every aspect of the relationship.

If you could create some kind of "super band" with only the people on your label, who would be in it and what would they play?

oh man. good question. you'll just have to wait and see :)

It seems in general most bands signed to your Label start to sound the same or have similar influence in production, writing, playing style etc. Do you yourself oversee this, and if not why does this happen?

• from a curious and slightly cynical bastard who doesn't like the music industry

we never push bands to sound the same and the roster is very diverse. what bands are you referring to?

do you know anything about veil of maya's new singer?

Yes. He is from Niburu and is 80% Pure Anunnaki. He can do great cleans. Watch out for those Reptilians!

Hey Ash! The Upon a Burning Body scandal. It was a rough one but I believe you handled it well by breaking up the rumour and addressing it on Facebook. Did it all just blow over and relations with the band are good once again? Was there ever a point where you thought about dropping them due to the issue?

I would never drop UABB for making a mistake like that. Someone at the label was involved with putting together the idea with them and that person has had to deal with the repercussions as well on the Sumerian side of things. No one got harmed and now it's all water under the bridge. I feel bad I had to publicly say something against one of my own bands but I had no idea it was happening and didn't agree with it. The relationship is great and we are in the process of shooting some awesome music videos for the new record. UABB are some of the most genuine, hard working band guys in the biz and I have nothing but love and respect for them.

Thank you for having such great bands, what is your main job at Sumerian?

I'm the Owner/CEO so it's a bit of everything. Which bands we sign, which music videos we make, what singles to launch, how we promote/market/strategy for each album coming out, helping bands on an A&R level making their records, choosing artwork, etc. I've also produced a number of bands in the studio and helped with vocals, lyrics, etc. I've been very fortunate to have an incredible staff that runs the day to day operations of the label and comes at me with great ideas every week at our meetings too. So it's one big collective effort of keeping the Sphinx alive!

I want to send you a resume. Where do I begin ?

send it to [email protected] and she'll make sure i check it out

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the first bands on Sumerian were The Faceless and Stick To Your Guns.

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lost in London somewhere, we're searching!!!!

How can I break into the industry? I'm a journalist adn writer who wants to be involved with music somehow. Any tips?

just start writing. post blogs, show reviews, album reviews, get your work out there. send it to the labels and managers of the bands you are writing about, in hopes that they promote it. come up with a name for a website/place where people can read what you write and get the word out!

Could you please give us a bit more information about the relaunching of the Sumerian street team? i received an email about it today and i was wondering how it all works etc...

you need to ask [email protected] she is spear-heading it

Its no secret that its hard to make a living in the "Death Metal Scene", how many of the bands on your label are making what would be considered enough money to have a comfortable living?

there's not that many death metal bands on the roster, but all the ones who you see headlining tours are making a comfortable living.

Good afternoon Ash. Will we ever hear another album from The HAARP Machine? Big fan of the "Disclosure" record and would love to hear more. THanks

I believe so. I am a big fan too and believe Al will pull it together with a new line-up and an even better album. We haven't lost the faith!

What's the biggest piece of advice you can offer emerging bands with regards to standing out for reputable companies like Sumerian Records to discover them?

write some great songs, make quality music videos to promote online and get your ass in the van. start playing shows. book your own gigs. don't wait around to get discovered. you can also send tickets to our office for wrestlemania or monday night raw. that always gets an eyebrow raised.. if you smell what the sphinx is cooking. don't send us any john cena wristbands though.

Does Sumerian retain in-house legal counsel? If so, does Sumerian offer any legal internships for current law students?

Thanks!

Yes. email [email protected]

I feel like 1,000 bands submit demos to your label everyday. And I understand that the whole DIY is extremely important, but what makes you guys actually listen to a band? First impressions are everything I assume so is it album covers? Music videos? What sparks your interest to actually listen?

music videos, or a recommendation from someone we know.

Hey Ash huge fan of your record label and have had the extreme pleasure of playing with a few of the bands on your roster all great dudes who I really respect as musicians. my question to you is what do you look for in bands that you sign, and do you have any advice for local bands trying to get their name out there?

write great songs, make great recordings of them, shoot quality music videos and get on the road. get in the van and start playing shows. build your own following. don't wait around to get discovered. D-I-Y!!!!

Hey Ash, hope you're having a good day.

I've always wondered what the process for choosing bands for summer slaughter (or allstars) is like. Who do you look at and how do you decide who would fit the tour best?

It all starts with what headliners are available that Summer. Then, based on who we get to headline, we build the undercard of bands to compliment the headliner's audience but also bring something different to the show so it's not one-dimensional. It's a long day (10+ bands) and if all the bands are too similar, it can take away from the experience. We also look at what fans of the tours are requesting online

Has there been a band that you were thinking about signing, but decided not to and a few years later you regretted it?

Favorite current wrestler and all time favorite wrestler?

yes there has been. current: i'll say the rock because he still shows up every now and then and has so much more charisma/mic skills than anyone in the WWE. right now, there's a huge lack of original characters and interesting storyline. bums me out. favorite all time i would still have to say the ultimate warrior because of my childhood. macho man randy savage too.

Good Afternoon Ash, your record company has introduced me to so many genres of music and for that thank you. My question is what inspired you to start a label like this?

i've always loved music and was in a band myself 10 years ago called reflux (prosthetic records) i was also a booking agent and working with unsigned bands who i thought were great. so instead of trying to convince other labels to give them good deals, i started sumerian with the vision of building an eclectic label that has a family spirit and very artist-friendly deals.

What was it like signing Circa Survive?

It couldn't have been more awesome. I've been a huge fan ever since they started and their drummer (Steve Clifford) is a close friend who I used to be in a band with. We toured DIY over 10 years ago before Myspace or Facebook when it was a whole different era in music. The new record is absolutely incredible. I can't wait until we can show it to the world! Anthony and the guys are absolutely amazing to work with too. True artists full of great ideas and passion.

How's the search for a new Veil of Maya vocalist going?

Found him on Niburu. Stay tuned.

Hi Ash,

I'm in a struggling UK band, since being in the band, I've gotten quite into the business side of the industry and really taken an interest in it, could I ask what your advice would be to somebody who is itching to work at a label, but has no prior work history at one and no music-related qualifications, just pure determination and personal/band experience?

contact all the labels you want to work for and say you're willing to go on the road to promote the bands. also be willing to intern for free to prove yourself and get inside the building.

Why does it take After the Burial so long to release new music? Also, why does it seem that they keep moving towards a "crisper" sound? I miss the in your face rawness of the old ATB. Regardless, they are still one of my favorite bands.

because of akhenaten. that's why we're cursing him.

So did Sumerian Records have anything to do with the formation of Capture the Crown? I remember they had a Facebook for months getting thousands of fans with no music even released yet. They just came out of nowhere and didn't even play a show until they got on a tour with Of Mice and Men in the US which isn't even their hometown, Australia.

No. They were already a band called Atlanta Takes State when we first found them. We dropped the band awhile ago though, they are no longer on Sumerian.

Do you think that Danny Leal in Upon A Burning Body would ever be a guest vocalist in a future album of Asking Alexandria?

anything is possible.. first we'll see what happens when AA and UABB tour together in North America.. stay tuned :)

As someone who is extremely interested in the business aspect of the music industry how would someone like myself break into the industry and work with bands without a degree? (currently attending school)

just start doing it. the only gate keeper is yourself. find a band you believe in and that believes in you. build a bond with them and get to work. also, watching old school ultimate warrior and macho man randy savage promo videos helps get the blood flowing when it's grind time.

What happened with you guys and Capture the Crown?

we weren't passionate about the direction of their band and wanted them to be with a label who was genuinely excited to work with them.

What does it take to be a Sumerian Records band?

It takes three rock bottoms, four stone cold stunners and one perfectly executed ultimate warrior guerilla press.

Thanks for keeping modern metal alive! What is it like being friends with Lorenzo Antonucci? When is the new Sumerian film going to come out? If one would like to submit a music video for you to take a look at, where would that person send it to?

thank you! lorenzo is a blast, one of the funniest people i know! we star in the first sumerian film together (entitled What Now) a trailer should be out before christmas. email your music video to [email protected]

Have you ever sign a band that you regretted signing?

Yes. There's a saying I use "nobody bats 1000" and it's true.

What happened with Upon a Burning Body's publicity stunt?

Ebola became a much more important topic. You hear they're saying it's airborne now?!

Why did you let that wretched "Let it Go" cover by Betraying the Martyrs happen?

because frozen rules. hey man, just let it go. why so-emotional-jason?

How did you initially fund a record label? Did you take a loan from a friend/bank? Any tips on how you grew it from a small business to the big agency it is today?

i did it with the help of the manager/attorney of my band at the time. his name is jeff cohen. you may recognize him from the lamb of god documentary about the randy blythe trial. he is their attorney and spearheaded the case in czech republic. jeff has always been a business mentor to me and fully supported me in all my creative endeavors. we didn't do it with a ton of money at first but we had credit cards to rack up the debt on until we became profitable (which wasn't until years later) surround yourself with talented artists and people, inside and outside the office. work your butt off and stay motivated. exercise, eat healthy and be thankful.

Hey Ash! I really would like to know, if you're also interested in working with younger and smaller bands, which aren't really big at the moment but really have potential for it. And if you're interested what that work would look like & how a smaller band could really get in touch with you & your crew to show their plans to you?

Thank you and all the best

we are always looking for young new bands. that's where we started and we'll never stop discovering talent at that level. shoot a good music video and send it to us.

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thank you for the kind words. <3 i love going to coachella and mayhem. warped tour and bonnaroo. diversity is the spice of life.

heya, im a big fan of a lot of sumerian's bands, and i have a large interest in your record label and just wondered, do you have a street team?

we do! the street team is called the sumerianos. email [email protected] to sign up - hope to have you join the fam!

Possibility of a reflux reunion show? Evan Brewer, Tosin Abasi, and yourself is a pretty awesome combo I'm sure we'd all love to see.

would definitely be a party. anything is possible. we are all still very close friends.

From the production side of things, how do you decide where your bands will go to record when they are ready to make an album?

Curious about this because my friend and I record metal bands in Ohio and we're finding it difficult to break out of strictly recording local bands and getting into some bigger gigs.

Thanks!

where they record is based on who we think is a good fit and who the band likes. when they're ready is based on how much material they have demo'd out. find a great local band and make a killer recording. every successful band was local before they got popular!

How Sumerian Records started? Who was the first band?

the faceless. 2006, one bedroom apartment on venice beach. jake the snake hit me with a ddt and said get it together twerp, it's time to get going! i wasn't sure but then randy savage screamed in my face "START THE LABEL OR EAT AN ELBOW. DIG IT!!!???"

Hey Ash, in your opinion, what is the best way to maintain both positive mental and physical health in contrast to the typical attitudes and habits of many in the music industry? These things seem to hold a lot of people back from attaining their goals.

remind yourself why you got involved in the first place. focus on the positive as much as you can, rather than the negative. surround yourself with healthy minded people. if there is a relationship or situation that you feel is toxic, try to fix it. alleviate the problem rather than ignoring it. exercise, meditation, yoga are all good to help stay focused. listen to music that inspires you. keep the fire of your passion burning.

Hey Ash, welcome to reddit. How did the first meeting go when you first met with Asking Alexandria? (Huge fan of those guys)

it went great. they are a pleasure to work with. never a dull moment :)

What kind of job positions do you need to fill in order to run a record label as big as yours? (Anything as far as Computer Science/App or Web Development?)

it all depends what openings we have. we are currently developing the very first sumerian records app which i'm very excited about. email [email protected] your resume

Hi Ash, I was wondering what you look for in an ideal professional press kit. What are some of the big mistakes to avoid?

physical press kits aren't really important as they were 10+ years ago. just send us a great song or music video via email and that'll get the conversation started if there's interest on our end. when reaching out to labels, keep it lean and clean. band pic, music, tour dates and short bio.

Which band that isn't already on the Sumerian roster would be your biggest prospect at the moment and why?

Guns N' Roses reunion of the Appetite for Destruction line-up because it would be the biggest thing to happen in music in the last 25 years and that album changed my life. But I don't think it'll ever happen so I'll call Meshuggah for now.

Hi Ash! First off I want to say that I've been following you and Sumerian for years and I actually once seriously considered applying for an internship since I'm a Bachelor student in Music Management. Big admirer here.

How do you see the future of the genres much represented by Sumerian (metalcore, deathcore, tech-y crossovers etc.)? Would you say that there's already oversaturation on the market and the niche will soon fade away, or would you say that there's even more potential for this style of music?

tldr: In 10 years, will we be hearing e.g. melodic hardcore on mainstream radio or will the 2010's be remembered as the golden age of core music as we know it?

music shifts every decade. the bands who write the most memorable and infectious songs will withstand the test of time. you can look at any decade of music and see this trend in every genre.

As a wrestling fan (not myself, you), did you know Jericho was doing an AMA today too? Also, such potential and such shame the Haarp Machine didn't really work out. And lastly, I know McBride handles most, if not all the album work, but where can I submit in merch inquiries? See ya at Knotfest!

Raw was Jericho but AMA is Avildsen. He heard I was doing one so he decided to do one too because he wants to get Fozzy on Sumerian but ain't nobody got time for that! Don't count The HAARP Machine out yet, you never know what Al has up his sleeve! Would love to see your merch designs. Email them to [email protected] and [email protected]

What is your opinion on the common misconception that most "heavy" bands sound exactly the same? Though I enjoy almost every band your label signs, I've noticed a lot of negative reception to how similar some bands are in regards to the "Intro, break down, verse, break down, chorus, verse, outro" format. What is Sumerian doing to address this?

P.S. Huge fan, thank you for providing constant shreddage to my life.

Thank you! My opinion is fools need better ear, nose and throat doctors. The only trolls I like these days are in the movie Frozen.

If you could have one band from another label signed to Sumerian, who would it be?

depeche mode or florence + the machine.

This is a more technical question for ya..... Whats going on with Sumerian vinyl releases? Silent represses. Not releasing pressing info. Albums not getting pressed (Darkest Hour). ect. Are you guys wanting to move away from vinyl?

Specifically Im referencing what seems to be silent represses that you guys never announced. Is there a reason behind this?

• Animals As Leaders on green and orange. These were never announced but have made there way in the wild and are going for absurd amounts on eBay and other markets further alienating people that want a legit copy. GoHastings purposefully bumped their prices with the green copy from $29.99 to $149 to try and get people to buy them since no pressing info was released.
• Periphery II. This was repressed seemingly as a flood of copies have made their way onto the market. (Which, these don't include the lyric sheet inserts which is frustrating).

Just wondering as there a lot of people out here that are Sumerian fans, wanting to support these bands who are more interested in buying vinyl over digital and CD. When a newer album is pressed (or one is pressed in limited quantities) and ends up for hundreds of dollars on eBay, it really sucks. I think just taking a look at Periphery-Clear tour copies going for $150 ebay already is a testament to the frustration.

I love you guys regardless though. I love my vinyl and love supporting bands in the process.

No we are going to be doing more and more vinyl. I love vinyl and it'll continue to become a bigger focus. I'm asking my staff about the issues you've raised here.

Ash we still need to meet. How y'all doin on Torchfire's riaa certification plaque? me and the boys gotta take y'all out for pancakes and whiskey soon. Gotta show y'all my solo project.

WELL BAH GAWD!!! I AIN'T NEVER SEEN NUTHIN LIKE IT!!! AT FIRST I READIT AND SAID WAIT DID HE SAY THAT ON REDDIT? I READIT ON REDDIT!! I CAN'T BELIEVE IT!! GIT YOUR ASS ON OUT HERE BAOW!!

Do you ever think about expanding your label over Europe like Nuclear blast has? <Nuclear Blast USA & Nuclear Blast EU>

yes we'd like to have offices overseas and grow our presence in Europe and beyond.

Hey Ash, first off I want to say that your label has some of my favorite artists and I believe you guys have to be the front runner for the metal industry, I rarely saw bands get promoted like I have seen you do and that's refreshing. My question for you is how do handle when bands get bad reputations for what they are? Such as Asking Alexandria (my favorite on your line up) getting endless crap about just being a generic metalcore band and just for the little scene girls.

If no one's hating on you, then you're not making an impact. It comes with the territory of being successful. I've been to countless AA shows, they draw a lot more human beings to a concert than just "little scene girls."

I've been a huge fan and follower of Sumerian and most of the bands on your roster for a longgg time...pretty much since the first Born of Osiris record The New Reign came out and I started to discover the other bands you've signed. I really like some of the newer artists you've signed as well, particularly City in the Sea and Dayshell. They bring a different element to the label and are a nice change of pace from your other artists. I was also a big fan of Reflux back in the day, so my question for you: Any plans on working with Tosin again on a music project or doing another Reflux album in the future?

Also, if you ever manage to put together a Periphery, Veil of Maya, Animals as Leaders and After the Burial tour, I vow to travel across the country and go to every single tour date! Thanks for doing an AMA Ash!

Thank you for the support and kind words!! Stoked you enjoy the diversity of the label! Anything is possible! I hang out a lot with Tosin and Javier when they're not on tour as they both live in LA these days. That tour could happen so you better have some gas money! :)

Hey Ash,

Are you planning any new rap battles ? I loved the drama with Ronnie from FIR. Can we download / buy that song anywhere ?

hahahahaahahahahahaahah yeah i think john cena needs someone to feud with and i don't see brock lesnar stepping in to the studio to serve up the justice ;)

What is the most foreign/different genre you see Sumerian breaking into with signing bands?

Also… http://youtu.be/mEpvbhxyfps

watch what we announce over the next couple months. we will never be limited by genre. we sign what we love.

What aspects or specific characteristics do you expect from a band (demo) do you contract with.?

i expect them to be able to watch every episode of ray donovan and recite the fight cards of wrestlemania 1 through 7 by heart.

Hey Ash? What do you need from a band looking make music a career? (Ex: EPKS, Press kit etc)

i need great songs that are memorable and special.

Am I th only one Who sees the creati on of the universe while listening to Born of Osiris's Shaping the masterpiece Outro/The Omniscent?

no. you just need more friends who experiment with shrooms and lsd. you're not alone brother!

Hey Ash big fan of your label, my question is when signing a band to your label is there anything in particular you look for? And how does a band get signed to Sumerian?.

yeah i look for music i like and that is special. they get signed by jumping in to the ring at live wwe monday night raw tapings and ranting in to the camera about how triple h is sinking the company and that vince mcmahon needs to bring back the attitude era.

Would you rather have your own personal Terminator (T100) or your own personal transformer?

i'd go with an autobot transformer. safer bet.

Stranded on a desert island with only one song to listen to until you were rescued....would you choose...

Thrice - In Exile

OR

RATM - Down Rodeo?

great question. in exile.. one of my favorite thrice songs ever.

If you could have ANY active band or bands on Sumerian who would they be and why?

Florence + The Machine because she is an alien goddess. Deftones because they're Deftones. RATM because I know they still got another incredible album left in them. The Rolling Stones because they're still alive and I'VE ALWAYS WANTED TO FUCKING PAINT IT BLACK.

Out of all the bands and people that you have worked with, which one left the most memorable first impression?

First Impression? Ice T. Priceless first dinner. Dude couldn't be more fun and entertaining to hang out with.

What's going on with The HAARP Machine these days?

Homeland Security is after Al for being such a maniac.. But that's why the next record will be pure gold.

Any update on Structure's tour plans? I'm dying to see them live.

Yes, they will be announcing a very emotional tour in the near future.

When can we expect any info on Circa's new album?

in less than two weeks. G E T R E A D Y !!!!!!

Just to start off, I want to say I love your label.

My question is, who won the battle of the Bands contest you guys put on recently? I was hoping icon&anchor would of made it

Thank you for the support! I, The Helix. UABB won the very first one and look where it has taken them!

I came here because both of my favorite bands are signed to your label (I See Stars and Asking Alexandria) however I don't really have a question except for... pie or cake?

pie

Now that Sumerian has had their own stage at Mayhem for a few years and has been able to have several bands on, is it time for Periphery to finally play the tour??

P:.

Which of the bands that you have signed are your absolute favorites? Any favorites from other labels?

it depends what kind of mood i'm in. as you can see, the sumerian roster is becoming more and more diverse. it all depends what i want to hear at that moment. check out florence + the sphinx: sumerian ceremonials.

How did you come up with the name "Sumerian records"?

http://lambgoat.com/features/interviews/153/Ash-Avildsen-Sumerian-Records-interview

Are you gonna start making music again?

never say never ;)

Hey ash, whats your personal feelings on merch rates, especially merch rates on cd's at festivals?

I think they should be waved if the show is profitable without the merch rates included. I'm not a fan of them. But the real enemy are the service fees. Ticketmaster makes more money than anyone.

What have you been looking forward to the most in the mornings this work-week?

What are you looking forward to the most this weekend?

working on the new circa survive album roll-out and the videos/announcements of new signings that are becoming public this month. this weekend? the BOO/BTM/ERRA Tour and the Body Count Show both happening in Southern California.. and on Sunday, our KICKBALL GAME!!! (yes Sumerian Records plays adult co-ed social kickball and it's FANTASTIC)

Hey Ash, thanks for doing this. Huge fan of Sumerian. Was wondering what are your favorite albums from Sumerian?

it really depends the mood i'm in. if i'm with a girl or relaxing at home, crosses or circa survive. if i'm at the gym or exercising/playing sports, stick to your guns. if i'm driving, born of osiris, periphery, vom, atb, uabb... if i'm meeting with aliens, the faceless. if i'm hacking in to the pentagon, animals as leaders. if i'm feeling neon or sahara tent, iss. it just depends what the vibe is!