There is a lot of Black/Death/Doom/Goth Metal bands from Norway, but very few underground record labels. The most known underground record labels from Norway is Head Not Found and Moonfog. In the wake of this label, a new crop of labels has grown up in the last three years. One of these labels are Aftermath Music from Trondheim. We contacted Haavard Holm; the owner of Aftermath Music, for an update.



1. Please give us a brief history of your life until you started Aftermath Music.

Haha, what is there to say ?
Born in '76, and had a pretty normal youth, but with a great interest in music, that has always had a dominating role in my life. Had a very average time at school (due to lack of interest...), and the same continued in my years at education in economy/marketing. After 3 years in economy/marketing, I started to study media and some philosophy, but at that time I was so fed up with school and the "standard way of life", that I decided to do something else. As I, at the same time, had a marvelous opportunity to do something I really wanted to do, I dropped out of studying after just a few classes, and started Aftermath Music instead...That's it!

2. Why and when did you start Aftermath Music ? Why did you choose that name ?

During the fall of 1995, I was briefly in a "unemployment course", that had training (as they called it!) in applying for work etc, and that also featured a job-part in some business of my own choice. At this exact same time, a new music store opens up in downtown Trondheim, that goes under the name of Aftermath Music. I was actually the first customer through the doors of this particular store, and little did I then knew that this store once should be mine, hehe.
The following week after the store opened, I asked the owner if he needed someone to be there during a period until the spring of '96, when my "job course" ended. He said that he would be very interested in having me there, and that was that. I worked there for another 6 months, until November of 1996, when the owner of the store was fed up with the whole thing, and told me he was going to put his activities to an end, due to lacking interest from the audience, and almost no income of the whole thing. I must just say that I saw instantly a potential in such a store as this was, as it was a "non-trendy" music store, for people with a taste outside the normal, as I suppose I can call it. Therefore, I asked him what he was going to do with the store when he was done, and the cool guy as he is, he just told me that if I wanted the store, it was mine...Yep, I got the whole thing in my hands for practically nothing, except for what I had put in the store with free working and such, so I was extremely happy at the time!

I officially took over the store in February of 1997, and decided to also keep the name, as I just think the name is a very cool one. To tell you about the name, it is actually directly stolen from a album of Rolling Stones, called "Aftermath", that the previous owner came up with.
Since then, things has developed to a better level for both me and the store, and I have during these two years learned alot of the music industry, and also how to try and run things in the best possible way for the store. Not that I in any way are satisfied with the store neither today, but I only live while I learn, so I take things as they come, and try to do the best out of my chances.

As for the label, I got the chance to put this dream of mine to life in the fall of 1997, when a local band (actually my brother's band!), The Embraced, had recorded their first demo in a local studio over here.
As the recording they had done was so good, and the band just had no idea what to do with it, I offered them a deal where I could release and distribute a limited single or demo, that by the band was titled "Songs of Death". Everything in this business takes time, and as I also started from scratch, and had no idea on what to do with such a release, time was almost flying for some months, just considering a release of this recording.
Therefore, in February of 1998, the band was in the studio again to record a whole album with all new material. During this process, I learned to know the whole band a lot better, and the band wasn't even thinking of doing anything with their own music so far. Therefore I offered them to release their recording as a CD, and try to promote the band to other labels. Even I, at this time, had no real plans to start a label, but this was just to financially back up the band to a better deal, as in my opinion they surely deserved it!
I made a agreement with the band, and in August 1998, I released my first CD with The Embraced, titled "In My Dreams...I Am Armageddon", that lead the band to a contract with Invasion Records. After this release, I have been running both the store and label at the same time, and it is just a great thing to do. I cannot really tell why I chose to continue as a label, but it just has become that way, and I am really satisfied with doing it, so...

3. Please give us a list of your releases. Please present these releases for us.

All right, I have already been into the The Embraced subject, but to repeat it, The Embraced's debut album "In My Dreams...I Am Armageddon", was my first release ever. They are a local band from here, playing melodic death metal, very much in the more "Swedish" vein, with some references to bands like At the Gates, Dismember etc., but also to other types of black metal etc.
In my opinion (not just to try and promote the album!), this album was the 2nd best death metal album of the whole '98!! (only beaten by a certain Arch Enemy album, that no-one could stand up to, or what?).

As my first release went quite well, and I got more and more into the industry, I just kept on going, and this resulted in a new vinyl 7" by a Finnish band, Azaghal, that I have been in touch with for a long time. They had sent me so many rehearsals and demos, that I at last, no longer could say no to them, hehe. Seriously, I had before not thought of this band as a potential release of mine, but as they had really improved their music, and they had done some impressive efforts on a studio recording they did, I signed them for a vinyl 7", that was titled "Harmagedon", and released in February of 1999.
This is a more love/hate thing as some people says that they truly suck, but others again love it. Maybe because they play very uncommercial and aggressive/raw black metal? It doesn't really matter to me, as long I think it is a good release. This 7" was only released in 500 copies, and I don't think I have more than about 30-40 copies left of it now, so it's been another all right success for me, I guess.
I must ad that the band will have two full-length albums out on other labels during the rest of 1999.

Of course, I also have some upcoming releases ready. First of all, in the first week of June, I will release another vinyl 7", with a side-project of Azaghal, titled Hin Onde.
This is something like "folklore metal", highly inspired by ancient nordic history. Very melodic and different stuff. Also a love/hate thing, but again, who cares ?
Without doing any huge promotion, already half the print is gone in preorders from No Colours (Germany) and Red Stream in the US, so it seems very promising.

Then, during this summer, I also will have my second CD-release out, by yet another Finnish band, namely Nocturnal Winds. They are a band founded in the melodic heavy metal era, with a lot of influences from Iron Maiden etc., and have some awesome melodies! They have sprited it up somewhat to become a touch more aggressive than that, so they have added a kind of death/black feeling in it all. This is a release I have high hopes for, and a band that I mean will do very, very well in the future!

At last, it seems like I will release a new limited vinyl 7" with the Swedish death metal band, Non Serviam, that from before has released a couple of albums through Invasion Records. Hopefully it can be possible to release this one during the summer as well, but it depends a bit on the bands future plans.

4. Aftermath Music is also a record shop. Please tell us more about this record shop.

Well, as I said, the store was actually founded a long time before the label. The store is pretty varied, as I not only deal with metal, but also most other genres of music. I also do both new/used stuff, as well as both vinyl and CD's, so I think the shop can have a potential to do well...The reason for doing more genres than just metal and related stuff, is that Trondheim is such a place where you can't survive with only doing one particular genre, as the audience is far too small. As well, I don't think I would have enjoyed to do a "metal-only" kind of thing, as I also have tastes in other genres, as well as I feel that dealing with only one particular kind of people, would have been a bit boring in the long run...

5. Please tell us more about Trondheim where Aftermath Music is based.

Ah, Trondheim is probably Norway's most beautiful town, and was founded in the very year of 997. It is a historic town, that now has about 250,000 inhabitants, give or take a few... Trondheim has always been one of the best towns in Norway when it comes to bands, all from the 60's and until today. Today's music scene here is very rock/heavy oriented, with some bands that has hung around since the 80's (like TNT and Stage Dolls), to the lot of metal bands that comes out of here today, like Bloodthorn, Keep of Kalessin, Atrox, Hellstorm, Manes, The Embraced, Bethzaida, 3rd And the Mortal (not really metal anymore), Perished, and probably some more that I have forgotten among them all...I understand why Trondheim at places has been compared to the massive Gothenburg scene in Sweden...

6. What is the advantages and disadvantages being based in Trondheim and Norway ?

One of the most definite advantages to be from Norway, is of course the status Norway has for being one of the leading scenes in extreme music. Therefore people seems to listen a lot more to what you have to say when you come out from here...
The best advantage to be located in Trondheim, must be the fact that the scene is quite big here, and all the time you get to hear other bands opinions on other labels and their work, and then you get a chance to learn from that as well. The most important thing when you start a label, is probably the ability to listen to others, and LEARN!

I suppose Norway/Trondheim has a few disadvantages, yes, and maybe the most crucial one is that the market for extreme music is far away from here. You will always need a steady contact with the big market, and as Germany/France or USA for that matter, are far away from here, you feel that you are stuck at nothing at times.
Another really awful thing about Norway (or Trondheim, especially!), is the customs here, that takes so much planning and thinking to go through, as they are HELLLLLL to deal with. I know other countries claim to have a hard time with the customs, but here it is really fucked! Apart from that, I can't think of any bad sides really...

7. You are still releasing '7/Eps. In 1999, this is like a car-dealer selling horses. Please tell us why you are doing '7/Eps and vinyl.

Horses are nice animals, right ?
Now, I grew up during the 80's, when LP's was the only choice besides the shitty cassettes. I remember buying my first LP's (Judas Priest "Ram It Down" and Helloween's "Keeper of the Seven Keys 2"), and I have since then been addicted to vinyl! Not only is the covers and artwork better, but also the warm sound is usually better than on a CD. Maybe it is the nostalgic feeling it gives me, but I prefer to buy LP's next to CD's, and therefore also I release vinyl when it is possible. Of course, it is not possible to release everything on vinyl, as it would be financially stupid, but when the chance is there, I certainly will release vinyl. Discussing vinyl prices, I see the price has risen again now with about 20 % or so, so I suppose if the trend continues, there will be fewer and fewer vinyl releases...

8. Aftermath Music, Oskorei Production and Nocturnal Art Production is regarded (by me. It must therefore be correct.) as the second generation of Norwegian underground metal labels. What is your view on past and present Norwegian metal labels and the Norwegian metal scene ?

Norway is not the place to become a really successful label it seems. Right now I can count 5 living labels over here, with the major ones being Head Not Found, Moonfog and Nocturnal Art Productions, and the 2 new and smaller ones, Oskorei Productions, and myself, Aftermath Music. Prior to this, Norway had a couple of "trying" labels, like Effigy Records and Arctic Serenades, but these labels were far to uncommercial and went down the drain in not too long...
Those bigger labels now seems to have established themselves somewhat on a international level, although I don't think any of the Norwegian labels are perfect in any way. As for me and Oskorei Prod, we are so small and not financially capable of doing anything of real importance yet (and Oskorei has announced that they only will be handling vinyl-releases from now), but for the 3 bigger labels, I think it is strange they haven't established themselves stronger then they have done so far.
First of all, Head Not Found/Voices of Wonder, has been in the business for 11 years now, and still they are operational, amazingly enough. They have had a lot of good bands on the label, but the complaints from the bands that has been there has been numerous, claiming they are a rip-off label, both concerning promises and payment of royalties etc. No matter what a cult-personality Metallion, who is claimed to run HNF (although I am questioning his doings, as VOW seems to do most of the work!) is, his label has been a nightmare for a lot of bands. For the work HNF/Voices of Wonder does for their bands, there is no promotion, no public relations or anything, so the fact that this label is still alive, is kind of a mystery. For me, the label seems only half-competent only to distribute some labels over here, as their work here is at least average, and the best part with the label.

As for the other two labels, Moonfog and Nocturnal Art, they have a lot of good bands, and these two labels deserves some respect for what they do with promotion etc. for their labels. The problem with these two labels has been that they are originally so busy with their doings, that they have only been able (at least it seems to) to release some very, very few titles each year. To establish their labels steadily, they maybe should be thinking of signing some more bands, which I think would have gained them a lot. They are good labels though, that I respect for what they do. Of course, I don't say I do a perfect job with my label, but these are only some thoughts about the issue...

The Norwegian metal scene has developed a lot over the years. From the early 90's, with truly extreme metal bands, until today with the far more commercial bands. The number of bands has over the years become fewer, but the musical qualities of the bands has improved a lot, so I guess this is a positive thing in the scene. There are a lot of good bands around these days, and I think very few other countries can compete with the quality that comes out from Norway, or at least Scandinavia to draw a certain bigger line. I enjoy a lot of the bands around here, but to mention a few I, I think that such as Emperor, Dimmu Borgir, Bethzaida, Bloodthorn and The Embraced are really, really good bands, that deserves any glory that they get. Of the more unknown ones, I can also mention Grievance as the most promising Norwegian band I have heard this year...(they are on HNF, so don't expect to see any promotion for them, hehe...).

9. How is the distribution of underground metal in Norway these days ??

Well, there are a couple of "big" distributors that carry stuff to stores etc., that usually is the most "normal" way of obtaining underground music. There are a few smaller distros as well that sells out directly to customers, but these are so small, they aren't any real competition to the stores and chains...As the commercialism of underground metal has become more and more evident, also the big chains, like "Free Record Shop" etc., has picked up a lot of titles in their stores, but this sucks, as they don't have a clue what they really are selling. Norway still don't have a distributor that is near perfect, but maybe someone will pick up on this over time...

10. Do you have any plans starting a distribution service in Norway yourself ?

Ah, I have been considering this quite much, yes, but it will again take so much of time and work, that I have to find a suitable time to really do this. Also, it will cost a lot of money to start up something like this, which means it is not possible at the present time. I am all the time considering the possibility for doing this, so I will have another check upon the question this fall, I presume, as I then hope to be more capable of performing new tasks...

11. There is a general, stereotype impression that the Norwegian Black Metal musicians run around in the woods, thrives in snow and cold, burning down churches, kill each other and create havoc. What is the truth ???

Ehem, not to destroy any icons or myths here, but I must say that the impression a lot of people have on Norwegian metallers, is completely wrong! Most of the metal people here are just plain metallers, that go on the pub, get pissed, get laid, and generally do all "normal" things others do. They hate the winter, never see the woods, when was the last church burned down? And they certainly not kill each other. All this is a myth from the early 90's, when the image started. I think most people that are able to think for themselves are aware that people can not be like that on a regular basis, hehe. (Haavard has obviously never been to Scotland -ed)

12. To follow up this question; the Norwegian Black Metal scene is now accepted in the Norwegian media with an own slot in the Norwegian Grammy awards. What is your view on the Norwegian Black Metal scene anno 1999 ?

As I said, the Norwegian scene has become a lot more commercial, and the "Grammy" is the most evident prove on that. I think extreme metal also deserves a lot of attention, as the music is certainly just as good as other music that comes out here in Norway. I don't really have a problem with the fact that the music is getting more commercial, as long as the bands still keep their integrity, and don't wimp out to make money!
Norwegian black metal has not had any big problems with the commercialism so far I think, but Covenant is on the edge to be sickeninggggg...
As for the Norwegian Grammy, this is a pretty stupid prize award, and the fact that Dimmu Borgir, Covenant and Mundanus Imperium was nominated, I don't think really reflects the general happenings in the Norwegian "hard-rock" scene, as the prize was called. Also, this Grammy is organized as only a very idiotic TV-show, that I think easily could be done better.

13. What is your view on the MP 3 revolution ? Do you regard this as threat to your livelihood ?

I regard both the MP3 and the revolution of doing CD-R's are dangerous to the music industry, and I hope also the fans of underground music understands this. I mean, underground bands do NOT make a lot of money on their music, and if people then go around and duplicate their work, this will affect the bands and minor labels quite much. Computer MP 3's can be of promotional use though, as long as people use them just to listen to once or twice and do not create duplicated CD-R's of them. For this use, MP 3's can be of important use for the labels. People who don't understand this, I hope will be fined and severely punished.

14. Please tell us more about your website and how much it means for Aftermath Music.

The website is quite important actually, as I feel that the internet is a awesome way to promote. In my website I have included all the label stuff, and also a distribution part and a little webzine with a lot of reviews/interviews, and news from the metal industry... I update the website 3-4 times a week, as I feel that it always should be kept updated and interesting to the readers that drop by. Oh, for the record, the webzine can be located at:

Aftermath webzine


15. What is Aftermath's approx. total turnover ?

A billion in a couple of years...(what do you mean you didn't ask about that!?)

16. What is your future release plans and other plans for Aftermath Music ?

I think I also answered this earlier, but here it goes again: First of all a vinyl 7" with HIN ONDE, that plays Folklore Melodic Black Metal (should be out the first week of June!), and then a new fullength CD by the Finnish band, NOCTURNAL WINDS, that consists of 45 minutes of guitar/melodybased (black) metal. That one should be killer! At last, my plans consists of another 7" with the Swedish deaht metal band, NON SERVIAM, that I hope should be out during the late summer.

For my other plans, I just hope to be able to promote my label enough to improve on all parts of my label, distro/shop and webzine... If any of you readers are interested in my actions, please just get in touch!!

17. Any final comments ???

Oh yeah, plenty, but you're not going to hear all of them.
Thanx for the interview! Hope people enjoy what they read, and good luck with the future of your magazine!!! It rules! Thanx again!