Lifeforce Records is a Leipzig-based independent record label, known for their substantial roster of hardcore/metal bands, not limited to a particular genre.
Please tell us about your label. What was the idea behind starting it?
Since the label originally was started by a different person back in 1995 I can only speak for myself, but we somewhat had the same background when we both started, so I can say my answer might be 99% accurate speaking for Lifeforce Records…
Well, back in 1995 there haven’t been all to many labels that have been willing to release the music we and a growing number of kids liked by the time, which was metallic hardcore/ metalcore. So the idea was basically to release the music by the bands we liked on our own to bring it to a wider audience. It turned out being quite successful at the end and people obviously liked what Lifeforce Records released back then. During the years the musical focus definitely shifted, but the idea is still the same.
What do you see as the biggest challenges in the beginning?
When started there was no internet and the computers back then had the power of today’s toaster. So the biggest challenges have been to get the attention of people by mouth to mouth propaganda, flyering and selling at shows and to get graphics somewhat to production places in the best possible quality. Back then an artwork easily was stretched out on 3 zip disks (don’t know if somebody still remembers that format though…) or you had to deliver printing films straight to the pressing plant. At the beginning nobody had a real idea on how to get artworks and masters prepared, so it was literally learning by doing.
What is the main factor deciding if a band/an artist is being released on your label? Is there a specific key to it?
There is no specific key honestly, first and foremost the music needs to catch me, then I look further into what the band is all about, if it is actively touring, having a good social media presence and so on. I’m definitely not immune to making decisions out of my gut, which are sometimes bad and sometimes they turn out being successful. But hey, Lifeforce is still here after nearly 30 sometimes truly rough years, so not all decisions have been wrong.
Any advice for those who would like to start their music labels?
Do it fully-hearted, but do not make the mistake to fully count on a fast success. Times have changed a lot since we started, so starting a label back then and now are not comparable at all. Don’t even know if I’d start a label again these days. Of couse you can go the easy way and release only music that is 100% working, if it is randomly what you can stand behind 100% then it is fine. Otherwise it will be just a soulless business decision in my opinion.