I run Blood Music, a record label known for breaking many industry trends (mixing black metal & mainstream genres, 2nd largest vinyl box of all time, giving downloads away on a donation basis) - AMA!
EDIT: I've been typing ridiculously detailed, rambling answers for nearly 5 hours. I need to step away at last. Thanks all for the questions, and I hope my answers were not overbearing! I really enjoyed this.
In 2011, I started Blood Music: a vinyl-only record label, focusing on lavish editions of black and death metal gems.
An organizational structure with rapidly declining publicity (label) in a dying industry (music), focusing on a universally dead format (vinyl) in extremely marginal subgenres (metal) out of my bedroom.
A winning formula, right? Here's what happened:
After releasing sorta expensive, deluxe, triple-gatefold vinyl releases, the label quickly become known as the "Criterion Collection" for extreme metal. Sigh "Graveward" 45-RPM 2xLP | Star One "Space Metal" 3xLP
The label started releasing new albums and quickly brought on pure electronic music, which created a surge of black metal fan interest in electronic music and an entire subscene called darksynth, so popular that the metal major labels tried to sign all the electronic artists off my label. Perturbator "Dangerous Days" | Dan Terminus "The Wrath of Code"
The label made all its releases Name Your Own Price, so fans could download all new releases for free and donate later if they liked them, which caused Blood Music to have some of the most popular accounts on Bandcamp. Blood Music - Bandcamp | Perturbator - Bandcamp
The label released a series of various-sized completist box sets, culminating with the Emperor 24-LP, 7", and 92-page book box set, the second largest vinyl box set ever released. Cost: 700 euros and only payable with bank transfer. Emperor "The Complete Works" Mockup | Emperor "The Complete Works" Photo
Several of the label's releases hit multiple Billboard charts, topping out at #3 on the Heatseekers (new artists) and #18 on the independent charts, as well as hitting the UK charts many times and BeNeLux charts as well.
The label provided the theme song for the MTV European Music Awards, as well as many songs to CBS's TV show "Limitless" and several wide distribution independent and major studio films (Eighth Grade, The Guest, and several to-come films) and video games (Hotline Miami, NeuroVoider).
Many label pieces are located in the permanent archives of the libraries of Norway and Finland, as well as on display and in the permanent collection of Rockheim – Norway's rock museum.
And the label will be publishing a cyberpunk, point-and-click adventure game next year. VirtuaVerse trailer
After all this and releasing over three hundred different items (CDs / Vinyl / Shirts / Patches / etc.), the label is still run from my bedroom.
But now with retail distribution in more than twenty countries, including major label distribution in North America. I also have warehouses in four countries and assistants in two other countries.
To date, the label has released black metal, death metal, dark electronic, psychedelic ambient, French folk, indie noise, progressive rock, post rock, trip hop, chiptune, and neoclassical.
The intention was to make this label a small hobby project, release a few records that I wanted to own on vinyl myself, and not lose money.
Soooooo, in case some of you want to know a thing or two about overdoing your hobbies ...
I'm J – the director of Blood Music.
Ask me anything.