Interviews

Interview: In At The Deep End Records

Over the past few years, Nottingham-based In At The Deep End Records have seen a host of different ‘metal’ acts come under their wing, from mathcore, thrash, to hardcore and to punk. They were even subject to a zombie invasion that swept the UK. Sadly and ironically, this has since died out. Sonic Dice caught up with label chief Mark Swinney to discuss the finer points of the label and why he doesn’t sleep too often.

When was the label founded, and what was the driving force behind the idea for IATDE?
In At The Deep End Records (IATDE) was formed around 1999. I was running a hardcore/punk/metal UK webzine at the time called www.ukbase.org.uk (long gone now, didn’t have the time to continue with it). Ukbase had loads of band profiles up, like a very early simpler version of MySpace really. A lot of those bands suggested I do a compilation CD of the best bands on the site and that’s how it started with ‘Amped Up’, a compilation of 30 UK bands. There was no real driving force or idea behind it. It was almost something I did by accident, hence the name of the label, In At The Deep End Records as it seems, and sometimes still seems, that I make it up as I go along.

How many people are employed?
Just myself, I make all the major decisions, send out all the orders and clean the toilets… not necessary in that order. I do use an excellent PR Agent… well I was the first to use him, so at the start it was just a mate helping out, but now his agency, Division PR, does loads of the big names including Converge, Enter Shikari, Gallows, etc. I’m also really well supported by my distributor, Shellshock.

Briefly describe an average day at the label HQ? Who does what?
I do everything. Hard to answer that it’s split between being pro-active and re-active. IATDE isn’t a massive label. I always see it as a label that helps bands to the next level, to sign to bigger and better things, as numerous bands have done.

How would you define your label to someone new to it?
I’m terrible at this type of thing…. a label that doesn’t like to pigeonhole itself into one particular genre though will always stay within the brackets of metal/hardcore/punk …. well until I reach 50, then it’s going to turn overnight into a jazz/folk fusion label.

In your opinion, what is the Nottingham metal scene like?
Sometime gig turnout surprises me, but on the whole the scene isn’t amazing. These things come and go, the same for every town/city. A certain amount of kids start to develop a scene in their school, etc. and it starts to gain momentum, but it so easily can slow to a halt as well.

What is your own musical background? What kind of music do you normally listen to?
When I was 13/14, the likes of Metallica, Anthrax, Megadeth appeared and that was the first style of music I really got into. In fact, my first ever gig was when I was 14 and I went to Leeds to see Dio. BUT, when I was 15 a friend, Del Howes, lent me ‘Van Stupid’ by a band called The Stupids (who have just had their whole back catalogue [released] through Bosstuneage & Visible Noise, so check it out) and things changed for me over night. I found hardcore then so the bands I listened to as a 16+ were The Stupids, Fudge Tunnel, Mega City Four (R.I.P. Wiz), Perfect Daze, Snuff (early), Senseless Things, etc. - in fact, most of the bands you’d regularly hear on the John Peel show back in the late 80’s. I still listen to those bands a lot, but I also love bands dating from then to nowadays. There’s been so many truly great bands in the last 20 years, my record collection is ridiculous.

On what grounds does IATDE decide whether or not to sign an artist?
Obviously, I have to think it’s amazing and suits IATDE. I also look for a certain amount of originality and integrity within the band and it’s important that I can get on with them as friends as well. It always needs to stay fun or what’s the point?

Do you encourage bands to sign to bigger labels or would you rather you kept as many as you could on IATDE? How do you approach the difficulties involved when larger labels take a shine to the more successful artists?
As I’ve previously said, I see IATDE as a stepping stone to bigger things. I have no trouble with bands moving on, such as Gallows, Architects, Sylosis, etc. have done, as long as they treat IATDE fairly then everything is cool as it’s what both the band and the label have aimed for.

What’s new for IATDE?
The next release is from a band called Tortuga (ex-members of November Coming Fire who I also did a release with about 4 years ago). It’s going to be entitled ‘Kings of Albany’. We’re having a few problems getting the recording finished but I’m sure it will be worth the wait. Check them out at www.myspace.com/tortugakings. I’m also in the process of signing up another band who are truly amazing, and I’m pretty sure will go global, but I’m sorry I can’t mention their name just yet.

Do you think there is still need for a label, considering bands can do much of the label work for themselves via the web (e.g. indiestore.com, myspace.com, last.fm)?
A respected label can open doors for a band much easier and the major magazines, booking agents, etc. are much more willing to check out their most recent signing/release. I’m not saying a band can’t do it themselves but a label has so much more already in place. I can’t speak for other labels but I always try and give the band support, so it’s not just the band that are pushing their name out there but also the label, like a two pincer attack… if that makes any sense.

Who do you think has been your most successful artist/release?
Well that’s easy, obviously Gallows’ ‘Orchestra Of Wolves’ which is now on Warner Brothers Records. But as a long-running band on IATDE I’d say, the sadly now defunct, ‘Send More Paramedics’ as they stayed with IATDE throughout releasing 3 full-lengths, playing Download, Reading & Leeds festivals, recording two Radio 1 sessions and appearing on BBC3 to name a few of their achievements.

How is the label responding to MP3s and the distribution of music online? Do you think file-sharing has helped or hindered your label, and why?
We have a great MP3 distribution through Shellshock so all our stuff appears on iTunes, etc. File-sharing, well it can be useful but on the whole it’s killing small labels that try and help new bands come through the ranks. A lot of labels, like myself, run 50/50 share on all profits after costs, so every time someone is downloading for free (stealing) a release by IATDE, or other like labels, they are also hurting the bands involved as well. For instance, in the first week of Sylosis’ ‘The Supreme Oppressor’ being released some kind person had put it up on Soulseek and it had received 800 downloads. It would have been great for the band if we’d sold that many. I only hope folks out there play it fairly and, if they like the release, they buy it.

Do you see yourself sitting to the left of the mainstream? Do you choose not to compete with the bigger record labels? Or is that something you’d ever want to do?
I definitely don’t want to compete - IATDE will always be an independent label. I answer to no-one, therefore, don’t have pressures to release a certain type of music, or try and aim for a more commercial sound - Errander (www.myspace.com/errander) is proof of that. I’d like to think we’re 3 dimensions away towards a slightly blacker sky rather than just to the left!!

Finally, what advice would you give to someone starting a record label now?
Before you do, try and get as much sleep as possible.

I would recommend the following IATDE releases (in no particular order):

• Sylosis - The Supreme Oppressor (iatde039)
• Gallows - Orchestra Of Wolves (iatde032)
• Send More Paramedics - A Feast For The Fallen (iatde007)
• Architects - Nightmares (iatde030)
• Errander - The Need To Know (iatde034)

Bookmark to:

Previous & Next