“It takes years for an idea to culminate and become something more than mindless thinking. Every diamond is created due to a great amount of pressure. I’m a musician, I write Electronic / Avant-garde, Left-field music. It is certainly in its own category.”
Coming from the roots of Industrial / Experimental and EBM, Ambient, Dub, and eventually those roots became an urge to write my own music, and I didn’t know what I was doing or how to go about doing it electronically.
I had been writing guitar music prior to that from 1992–1998, then getting into writing Electronic music that summer. Music has been with me since 1983, when my Mother first put on, Wham or Hall & Oats, H2O record, or when I heard the album, The Ghostbusters on tape, and being captivated by The Thompson Twins — In the Name of Love. When the Internet had its start in 1997 for me, I found myself seeking out music that moved me differently than terrestrial radio, as during this time, radio was dying out and becoming something of a mainstream money maker. MTV was still going strong in its post-grunge era.
One night, I started looking on Yahoo for internet radio stations, Realplayer had its share of the obscure, even at its low bitrate quality, but I didn’t care, the music is what moved me. It wasn’t long until I found a website called Radio Free Underground, they shut down in 2000, sadly. They played many genres I’d not heard, other than the experimental stuff I discovered through MTV’s The AMP. Goth being one of them, including PsyTrance, Techno, Electro, Electronica, Industrial, Darkwave, and more. The days when true discovery felt like you found something, and it was yours, it felt personal.
I remember first hearing Industrial from a NIN tape a friend gave me during school in 1992, then he gave me a recording of Ministry’s Psalm 69. By the time 1997 rolled around, I was hooked on darker underground music. After being subjected to the more obscure underground, including the MOD scene of 1995, given to me through floppy discs from friends, AMIGA-like computer music, Trackers, Fasttracker, iPlay, S3M, FT2 and so forth.
From the collection of all this, I started developing a great love for “The Underground”, and noticed from my experimenting with Electronic music, deeply in 2000 that Electronic wasn’t that huge yet, though, radio and modern music was still very pop-driven, and rock based. It wasn’t until 2003 and 2005 where I started really hearing the Electronic influence in artists, such as Aphex Twin, Squarepusher, Underworld, The Orb and Orbital.
The Severed Heads years…
I was actually heavily influenced from my early days of electronic music writing from Severed Heads, an Aussie artist, named Tom Ellard. For years after 1998 I didn’t have the Internet, I had to go to local university computer labs to use the Internet, usually every night for months on end. During the time of my depth into making electronic in 2000 through tracker software, Fasttracker II, I found myself looking up Severed Heads, who I was introduced to from a boss at my job Eureka Pizza in Springdale, AR.
I no longer felt like mainstream music was important as it once was, I had a drive to do different things. In that computer lab, I came across a website called groovetech.com, and this was my introduction into DnB, Dub, Experimental, Techno, Sampling, from some of the greatest DJs to ever be broadcast through camera, across the world.
Each night I was engrossed in watching these DJs spin for hours. The music was catchy, bouncy and addictive. Even to this day if you look up those podcasts on YouTube, you hear something special just starting to happen. The beginning of what electronic music was, and why it’s so important today.
My love of electronic music continued, in writing it alone, allowing only my family and at the time, during my marriage, my wife and her friends. Also in 2001 I didn’t have the Internet, but I still continued when I could, go to the local library to use it. By the time I got the Internet again, it was around 2010, and I began to think, “what if I upload this music I’ve been doing all these years, and let others listen?” It was through Soundcloud then Bandcamp, and YouTube, I started doing this. Friends on Facebook would tell me I should let others listen, I was reluctant of course, because it was so personal to me.
From venturing forth into various groups online, uploading music and speaking and promoting on twitter, I came to realize that unknown artists were being ignored, or even unheard. That it took a great deal of effort to even get people to listen. Of course during the early days of SoundCloud, people would listen to you more, due to the lack of algorithms.
The power of Social Media.
From the urge to get my own music heard and having a hard time doing it, it started building up in me by 2012–2013 that something needed to be done, something big, a huge idea, and since social media was just getting popular, I thought, “Why not, I want to make waves and create a storm even if I fail doing so. People on social media are making things happen, so why can’t I?” I thought.
During those days, it was hard to find any kind of help to get your music heard. Net-labels were elite and only allowed a certain type of music in, EDM was so big that people were making 200 grand per night when they played; completely ignoring The Underground scene. I wondered, why The Underground and experimental music was no longer around? What happened to it, was it hidden, did it die out? No… From meeting people on Twitter and other places, SoundCloud, YouTube and forums I found it was very much alive.
Great music is hidden.
There were others doing this, there were people like myself with the drive to be heard. Help groups, and Internet radio started popping up, like Bluetown Electronica on Facebook, Revival Synth, one guy who has been running his group well before #WEATNU started. Tracy Perry (Expansion of Presence) who has helped many indie artists for years and years, and continues to do so. Dr. Bones, an avid lover of The Underground scene from Canada, and so and so on. This was during 2013–2014.
I started thinking, “why is it so hard just to belong to a simple label, one without the rules many other mainstream ones cause to you endure? One that we all needed.” I said in my heart, “I will create an organization that will allow others to go up the ladder with me for free, and all of us will be helped.” I wanted to hold everyone on my shoulders; ALL of the indie scene on my back. I must have been crazy for thinking it. Something was burning deep inside of my soul, something I couldn’t stand any longer. I thought, “what if I create a SoundCloud group like others were doing?”, so one day out of the blue I made one called “We are the New Underground“, after having an in-depth conversation with a friend of mine through Facebook, namely, Nessi Holt who writes for a blog called Carpe Carmina. I remember telling her, “you know what! We are the New Underground“, and she said, “Yes!! We are.” Nessi Holt, did an extensive interview with me in 2015 on #WEATNU, she’s helped countless indie artists for many years, including working with RKC Radio.
The start of a new era…
After making the group, 100s poured in, during the first two weeks, it was so hard to help them all that I had to get others to help filter artists into the group. It was a phenomenon, I was hooked from the rush of helping these artists be heard. Starting to post each one who got in, onto Twitter, with their twitter @names attached so others could find that artist, making sure the legwork had been done. The platform and machine of #WEATNU had begun.
It came to me that we needed more than just a group on SoundCloud and during this time, summer of 2014, We are the New Underground was just a name. Before long, the acronym #WEATNU was born. I noticed that a lot of hash tags brought attention to a brand or groups. December of that year, WEATNU Records was born, where the artists who found us were offered a means to be part of a label, where their music mattered, and where people would appreciate them with good results.
People felt the need to be heard.
Most of all, they would at least be heard. Sometime around Summer of 2014 WEATNU [OUR] Online Underground Radio was born, and a machine was created to help the underground. People started contacting me, wanting to make a difference. Soon DJCJ of RadioCoolio, an Internet radio personality in Canada, who also helps indie artists be heard, contacted my E-mail and Facebook, and wanted to promo and spread the word.
Roofy, another artist, who spent an entire year spreading the word about #WEATNU caused others to find us as well. Including Ivan of AMNIOTIC — By 2015, in the same year, Brian Diamond who at the time was just starting Shadows & Mirrors, and is now a label owner of Electric Dream Records, also came our way to help spread the word, as he and AMNIOTIC both wanted to help the community find our artists. During this era, UK artist Craig Manga, of Manga Bros, who later went on to form (Black Box Recordings) befriended our movement and spoke highly to many of those whom he followed, which helped further our cause. His friend, Mark Forster, was a force unmatched, as he loved the underground and its artists and #WEATNU, by helping them on ArtistSignal, he will be greatly missed as he passed away some years ago.
A publication was created.
Our magazine was helping artists be heard, shows on Mixcloud were uploaded from interviews I conducted with new artists weekly, live radio with artists and new songs, showcasing them weekly as well. Special shows on our Internet radio and many other things would happen to become what #WEATNU was developing into. A driving force, a movement that was needed, that wouldn’t stop. By 2016, over 400 artists from all over the world had graced their presence with us.
A new chapter begins
The rush was intense, and it was exhausting. It was time to stop working so hard, but I still had the drive. Our magazine went away that year, radio shut down in the Summer, but the label continued pumping out new music, but slowly. It wasn’t until 2018 where I had a conversation with a new friend, who joined us that year, and she told me “you get what you put in.” So taking that advice, I ran with it, pushing hard once again but, using what I learned before and pushed the label to become what I had envisioned years ago.
2018 – 2019
Our label started releasing finally to streaming platforms, including our already releasing music through Bandcamp since 2014. WEANTU Records was being noticed, once again, restored and still a great passion of mine, even after all these challenges. The radio also returned in November of 2018. Streaming of course helped greatly, but newer artists by 2018 started finding us, and The Underground was still being served. With a dream, a vision and a little fire, anything can be accomplished. Artists who have been helped and brought to the light from this effort , are as follows, and these are just a handful – AMNIOTIC, Bleepeater, Whettman Chelmets, Adryelle, Lie Craze, Dead Scrimshaw, Amattik, AR89, Belial Pelegrim, Bufinjer, Jazzykat, DigitalSlumberParty, Jessica Grant, Fluffytails, B. Hasemeyer, Bedtime for Robots, Lemonade Kid, Meter Bridge, Nurse Predator, The Aircrash Bureau!, Sound Engraver.
The magazine returns
One night, as I was going through old site snapshots on waybackmachine, I looked up our old magazine, which use to be at weatnu-magazine.com and a flood of nostalgia filled me. Reading the articles, reviews, and interviews that many people had written, including myself, I thought it was time to bring the magazine back. I started working on a new magazine website, the one you are reading now. The artist needed a voice, not just their music to be heard, but why they do what they do. Publications are important to fans as well as artists. I was pleased to have this final part of the #WEATNU machine return, and this time, it would remain, just like its radio. With all parts together once more, Radio, label and magazine, things felt complete and it is my hope they all further the cause of the Independent artist.
The label itself has signed over 100 artists since 2014, many of which are still with us. With the radio returning, WEATNU [OUR] continues to help artists outside the label as well, be heard. With its 24/7 streaming radio, 365 days a year, and free to join. Showcasing many of these types of genres, while encompassing the electronic array.
The dream continues
WEATNU Records has taken in numerous genres and sub-genres over the years, such as Electronic, Electronica, Experimental, Industrial, Indiepop, Indie rock, Electro-pop, Synth-pop, Vaporwave, Trip-hop, Lo-fi, Instrumental Hip-hop, Synthwave, Darkwave, Ambient, Dark Ambient, Alt-rock, post-rock and so on, and we continue to allow The Underground artist to join. With the driving force of the unknown artist, we still have many people who support us behind the scenes. Many of whom are unnamed, but are greatly appreciated for letting others know what we do.
#WEATNU continues to help artists yearly, and that passion never dies. From 2014 and beyond, We are the New Underground is the heart of The Digital Underground, a beacon of hope for the artist who just wants to be noticed, without needing to sacrifice their hopes and dreams. We continue to help them. I hope this story of how we started influences you, and gives you hope that if you dream it, it will happen. We are the New Underground 10.10.2019 (originally published through Medium.com)
Almark – #WEATNU Digital Magazine – November 2019