Label Spotlight - An Interview With Mats Florstam - Owner Of OZIUM RECORDS

Ozium Records are one of the coolest Record Labels/Online Stores I’ve came across over the last few years. They’ve released a great line of Psych and Stoner Rock albums over the years.

I wanted to find out more about Ozium Records and the person who operates this. Mats Florstam is the master-mind behind both the record label and online store. Mats has kindly agreed to do this interview where we discussed how the label was formed and what records are coming our way from Ozium Records later this year.

So lets find out more..

Hi Mats. Thanks for doing this interview. How are things with you today.

Hi Steve! Everything's fine, thank you; listening to some new music as usual and checking if something interesting turns up to take in to the shop or perhaps a new band to sign later on... I'm quite picky, I can tell you; I only take in stuff that I personally, REALLY like :-)

You own and operate the fantastic online store and record label – Ozium Records. Can you give a brief history of when this label started.

The webstore and label started in 2011 and shortly after that I signed LUGNORO. However, it took a year for the band to finish their recordings, so the first official Ozium-release came out in 2012.

What were the reasons why you started the label. Any life-changing events that help influence your decision.

Since the age of 16 I've always wanted to start a record store/label and the background for the idea must have been that my father had a jazz-club and a label. Many years later, I started to work for Transsubstand Records and got plenty of good advice. You live only once, so I decided to do something to reach for my lifelong dream.

What are the overall aims for the record label itself. 

Ideally, the biggest dream would be to be able to make a living out of it... But the main thing is to keep things rolling in satisfying level.

Why did you choose the name Ozium Records for the online store and label.

You might think I took the name from Monster Magnet's first album, but NOPE. The name was born from the well-known odour neutralizer product (smokers know this..) and the slowly cracking ozone layer, that separates us earthlings (good band by the way!) from the space.

What was the first record that Ozium Records officially released.

Lugnoro - "Annorstädes" · Groovy prog with psychedelic stoner vibes. This was still in the "golden era" of CDs; I pressed 1000 copies - CDs ONLY! And now the record is sold out.

How many albums have you released then.

After I started, 17 releases so far - hopefully there will be AT LEAST 17 more! 

Do you have a favourite album that you’ve released on your label.

Yes I do, to be honest. It is Mamont - "Passing through the mastery door" · It's a very strong debut-album and I love every second of it.

Not a single "bad" track on this album! I used to listen to the album every single day, for about a month in a row; at home, in the car on my way to work...I think that is quite obvious sign of a good album.

Do you have a set of rules and ideals when signing a band to your label.

First of all, I sign "only" Nordic bands. This is because, I like to have a good contact with the band - to be able to see them perform live and because English is not my native language, it makes the communicating much more easier and there's lesser risk for misunderstandings. The band should be able to tour/play gigs and the personal life should not be on the way if some good opportunities/offers come up.

How hard is it operating a record label within the digital age.

I've actually released just one album digitally (Magic Jove - "In the Fields" EP) and it didn't sell that well... Currently, Öken is selling quite well digitally, out of all Ozium-releases.

Are you fearful of the endless and ongoing download culture that’s within the record industry.

No, not at all. CD and vinyl still sells better than digital releases overall, so I'm not that worried about the future of physical releases.

Stoners still seem to prefer the "real deal".

What formats do you prefer releasing more of. CD or Vinyl.

I personally like CD the best, but vinyl is getting more popular these days, so there will be more vinyl releases from Ozium as well - maybe a professional CD-promo or two...

There seems to be a very cool and thriving Independent Record Label Owner Community currently going on within the Doom/Sludge/Stoner Rock scene. With labels like yourselves, Argonauta, STB Records, Ripple Music, RidingEasy Records, Cursed Tongue Records and any other great label that I have missed out. Do you speak to the other label owners on a regular basis. Do they provide help or assistance to each other if needed.

I talk with the other label owners now and then, I really should do it more often because all of em are really nice to work/have a chat with. I've got plenty of help from few and shared thoughts about the business in general. No names, you know who you are! :-)

If someone asked you advice on how to start a record label and online record store. What advice would you give them.

Seed capital! And don't be afraid to TRY. I got the feeling that we, independent labels, support each other and we are not afraid to give a helping hand to new labels/stores when needed. Just go for it.

Looking back over your journey with Ozium Records, would you do anything differently at all.

I should have talked with people online, been more active in general in the social media (which my wife now does for Ozium). Social media contacts have really given a boost for the label

Does Ozium Records have any exciting plans or releases that we can look forward to for the rest of year.

SURFING IN HELL will release their full-length vinyl soonish and ANGUS BLACK is also following the vinyl-path. I really would like to push out more good releases, but I'm currently unemployed - that makes the planning a bit difficult.

Thanks for doing this interview Mats. Best of luck with your future endeavours.

Thank you Steve for the great blog! I've been following it since the very beginning :-)

Words by Steve Howe and Mats Florstam

Thanks to Mats for doing this interview. You can check Ozium Records from the links below.

Links

Official | Facebook

I leave you with Mats favourite album that's he's released on Ozium Records. 

MAMONT - Passing Through The Mastery Door.

Ascending Riffs - An Interview with Simon from VOKONIS

Swedish Stoner Metallers – Vokonis – have just released their superb debut album – Olde One Ascending. An album packed full of great songs that will appeal to fans of Black Sabbath, Kyuss and Orange Goblin. Or mainly for everyone who digs good old fashioned Stoner Metal where the emphasis is put on lyrics as well as vocals and the riffs.

Vokonis were originally called Creedsmen Arise who released a great debut EP – The Temple – last year. The guys have re-grouped and returned as Vokonis. Our team member Niels Fuzz recently reviewed the album and he raved about it. You can read his great review here.

I've caught up with Simon (Guitars/Vocals) from Vokonis recently where we discussed how the band came together and how the new album came about. So lets get started.

Hi Simon. Thanks for doing this interview. How are things with you today.

Hi! Thank you for conducting it. We’re doing quite well, A bit tired after our gig last night in Gothenburg.

Vokonis was originally known as Creedsmen Arise. But you changed the name to Vokonis. Can I ask you why you changed your name. As I loved your original name.

When we were known as Creedsmen Arise we built our music and lyrics around an already existing mythos (Dopesmoker), and when we split ways with our original bass player and vocalist we just wanted to get a fresh start. To kind of get rid of some of the expectations. Because we knew we were gonna sound different than Creedsmen. I don’t know if that worked but I know for a fact that Olde One Ascending doesn’t sound the same as Temple.

Was it a hard or easy decision to change your name to Vokonis.

It was necessary. We all felt it was the right thing for us if we wanted to move forward. So I guess it was a mix. It was hard letting it go but at the same time we felt thrilled about a new name, a new sound and no ties to the old material.

Why Vokonis. Why do you choose that name. What does it mean to you as a band.

We had the song King Vokonis Plague before we changed name. And when we came to that point of us wanting to move forward it just made sense to choose a name of this old evil King in his decrepit kingdom.

How did the band get together. Did you all know each other before forming the band.

Me and Emil knew each other from before since we played in Creedsmen. Jonte came along sometime around a year ago. He actually filled in on bass for Creedsmen at one of the two gigs we did. And when we split with our former bassplayer and vocalist it felt natural to ask Jonte to join us as a full member. And he agreed, which made me and Emil very happy.

For a first time listener looking to discover your band - How would you describe your music.

The obvious answer I expect heavy riff-based stoner metal. We try and make our own thing in a very crowded scene. I mean there are a LOT of good and great stoner bands. Even in our area. We just try to do our thing. Which happens to be this Sabbathy thing I guess.

Your new album – Olde One Ascending – is a stunning album. If you have to describe your new album in your own words to a perspective new fan – What would you say to them.

First of all, thanks a lot. We put a lot of energy and focus into this album as it was both conceived and recorded in just a few months. This is my first singing experience so it’s a very personal album to me. If I were to describe the album I would say that it tells a Lovecraftian story, it has a beginning and an end. And we wanted to make it in a way as that you wanted to just play it again and analyze it. The lyrics are obviously very fantasy based. But we wanted to let the listener determine the meaning of the songs.

Was recording the album an easy or hard process to complete.

It was certainly harder than penning the album. A big part of that was that I had no previous experience recording vocals so I had to learn in the studio, which isn’t the best time to learn. But we put a lot of blood sweat and tears in it and in the end we were very happy with the results.

And we recorded with a great guy at a great studio here in Borås (Fredrik Jordanius, Bastard Sounds Studios). We really feel that he helped to bring out the best of us.

The album is being released by the awesome Ozium Records CAT RECORDS. How did you get involved with them. Did you have offers from any other labels.

Indeed it is. I first got in contact with Mats at Ozium when Creedsmen released Temple. But they wanted to wait to see what we could conjure up as our debut record instead. Now obviously things took unexpected turns. But as soon as we announced our plans to record our plans on recording an album to Ozium they immediately wanted to sign us. Without hearing a single note of Vokonis.

So we because of that dedication and their previous catalogue of bands we didn’t look elsewhere. It felt like being embraced by a big family.

The album is starting receive some great praise within the Doom/Stoner Metal community. Have you noticed that yourselves. Are you pleased with the responses so far.

We are extremely pleased with how the community is responding to the album. The fact that people are writing to us and saying that they like album that much is unreal.

How hard is it being a band in today's world. What are the most difficult aspects in being in a band.

I think that it’s hard enough putting together a band, and that it’s even harder to get out there and play. It is a tough world where there are maybe 100 bands and 3 good places to play in a city. But it’s very rewarding. If you’re playing a show and you see people in front rocking out and after the show they’re asking to buy your album, that’s probably one of the best feelings in the world.

What is the song-writing dynamic in the band. Is it a group collective or down to one individual.

I write the music and lyrics, and then we jam on it to see if we can make something out of it. I’m a very creative person when it comes to writing and I’m constantly in writing mode. I have a strong sense of how I want our music to be. So it’s a very natural dynamic we have in the group. I think we already have most of the song structures ready for the next album. But that’s a long ways off.

Can we talk about the fantastic album cover. I see that Tessa Naijar designed the picture and Dominic Sohor designed the Vokonis logo. How did you get involved with those two great artists. And how much input did you have into the final design of both the album cover and logo.

I got into contact with both of these great artists back in the Creedsmen days. And they are extremely talented and imaginative. Dominic created this almost old school death metal logo for us which I fell in love with instantly. I think it’s iconic and we are very grateful for his effort and support.

And ever since Tessa drew the artwork for Temple we just kept in touch. So when I described what we were up to in terms of lyrics and mythos she immediately started sketching of an idea with this figure (Hazmat) that were summoning this ancient being to destroy the world. So it was her take on what our music might look like if that makes sense.

What inspired you to become a musician? Any particular album, band or life-changing event that told you – Yeah, that's what I want to do....

I got into playing the guitar when I was about 16-17 years old. I had started listening to band such as Nirvana, Rage Against The Machine and wanted to make some noises of my own. Pretty soon I discovered Dinosaur Jr and the world of fuzz. From there on it was just a downward spiral into death and stoner metal. If I were to name some pivotal albums for me as a musician and a person that would be (in no particular order): Opeth – Ghost Reveries, Dinosaur Jr – Where you been, Black Sabbath – Master of Reality.

Will you be touring this record heavily. If so what dates are you performing and what can people expect from the live VOKONIS experience.

We love to play in front of people and have couple of dates in Sweden, Germany and Czech Republic booked. The great thing is that we are playing with a lot of great bands such as Bad Acid, Öken and the mighty Långfinger and Skraeckoedlan going forward. I look forward to it a lot.

We try to bring rawness to our live shows. A reason to come and see us over listening to the record. From the point of us taking the stage you can expect 40 minutes filled with fuzzy mayhem.

Here are a list with upcoming shows:

21/5 @ Backstage Varberg
28/5 @ Kulturhuset Freja, Skövde (supporting Skraeckoedlan)
30/5 @ Hijazz, Uppsala (with Bad Acid)
3/6 @ Klubb Orange, Borås (Releaseparty, support Långfinger)
17/6 @ Komsjälsfestivalen, Timmele
8/7 @ Pocco Bar, Hamburg, Germany (with Bad Acid
9/7 @ Chekov Cottbus, Germany (with Bad Acid
12/7 @ As.Music Club Cihellna, Czech Republic (with Bad Acid
13/7 @ Subway to Peter Chemnitz, Germany (with Bad Acid
14/7 @ Arsvitae Café Rodewisch, Germany (Bad Acid)
15/7 @ Kulturhof Lübbenau, Germany (with Bad Acid)
16/7 @ Leipzig. Flower Power (with Bad Acid)
30/9 @ Wizard of Fuzz, Gothenburg

Before you go, do you have anything to say to your fans.

We would like to thank everyone who supports us in any way they can. We want to direct a big thank you to all the people who have supported us and bought our album. It’s been overwhelming.

Words by Steve Howe and Simon Ohlsson

Thanks to Simon for talking to us. Olde One Ascending is available to buy digitally now. CD will be released on 25th May whilst the Vinyl will be available to buy from June/July 2016 via Ozium Records.

Links:

Facebook |BandCamp

Vokonis - Olde One Ascending (Album Review)

Release date: May 25^th 2016. Label: Ozium Records. Format: CD/DD/Vinyl

Olde One Ascending – Tracklisting

1.Olde One 08:06

2.The Serpent's Alive 08:18

3.Acid Pilgrim 06:54

4.Shroomblade 08:33

5.King Vokonis Plague 08:51

6.Hazmat the Ashen Rider 07:43

Band Members:

Simon Ohlsson - Guitar, Vocals

Emil Larsson - Drums

Jonte Johansson - Bass, Backing Vocals

Review:

It seems just a few breaths away since I last reviewed another new and upcoming band risen from the ashes of a molten tomb wherein the remnants of a great now defunct band once dwelled. This time it’s Borås, Sweden’s own fuzz doom metal purveyors in Vokonis that like a weedstruck Phoenix has awoken from a former existence as Creedsmen Arise. The fire sure burns strong within this newly dawned feathery beast as Vokonis in all aspects surpass anything previously done by the Creedsmen.

The thing that hits you straight in the face upon engaging with King Vokonis and his army of Olde Ones is a fist of immensely dense guitar tones, heavy as hell bass lines and slow pounding drums feeling equal in scale as to be crushed by mountains. Not to mention the vocals that are deep-bellowed, not overly aggressive, yet suitable for any battle-march. This is the perfect match for this type of stoner and doom music as they add just the right amount of energy and tension balancing out the heavy riffs and rhythms.

However, what sets this album apart and really expands the gap down to all the other bands trying to sound Sleep-like while re-enacting dull dopesmoker interpretations, is the riffs. I mean the RIFFS. They are the centrepiece of Olde One Ascending, the pivotal vortex everything circles around. It’s the riffs that Simon and the other guys bring to sacrifice on this communion that makes this such an enjoyable listen and so insanely good. Olde One Ascending contains by far the meanest and at the same time catchiest riffs, I have heard within this genre this year. Well, does this mean they top outings from bands such as Spelljammer and Monolord? You damn straight they do, and they do so while driving them to the floor with 6-inch nails.

What about guitar solos? Did I forget to mention the solos on this album, oh man, they're out of this world. Oozing with the vilest fuzz, the solos on here are almost celestial sounding, like as if Simon had been possessed by some evil-minded creature determined to execute its diabolic deeds by the neck of his six-stringer. You’ll get it once you hear it and a prime example in case is the final 3 minutes of second track ‘The Serpents Alive’.

What I really love about this album is the fact that you are never in doubt that this is indeed a power-trio in the truest essence. This means that all three members contribute equally to the sonic work laid out in front of you. So while the guitar is soloing, the bass takes a leading role managing the rhythm section, which is a killer (sorry) feature that really drives this point home. The bass comes lucidly through the soundscapes and gets a voice and role of its own. It's strongest during the short bass solo midway through the phenomenal ‘Shroomblade’. This jazzy midsection is more than a worthy tribute to Black Sabbath and is it a young Geezer Butler I hear.

It is neigh impossible to point out one track over the others as all do a perfect job of channelling your inner rifflord to the outmost perfection. All 6 songs on here are equal in scope, depth, heaviness, smokiness and they all bang through hazy, fuzzy, metal-incrusted soundscapes with conviction traversing battlefields of wars between ancient kingdoms in lost galaxies on a quest for a legendary sword forged in a bygone area.

I’m floored, and it’s hard to stay objective when listening to someone honing the greats in such a cool and comprehensive way. Vokonis excel in what they do and could prove to be the torch-bearers confirming that worshipping the riff and paying homage to past masters never grow old or out of relevance. It is with peace of mind that I can greet King Vokonis and welcome him as the new heir to the stoner doom throne, where he surely will sit alongside the other greats in the metal realm on judgement day at the dusk of 2016. Stellar job guys!

Now, I don’t know what Ozium Records are up to next, but picking up the scabs from former great constellations thus far has proven to be more than a worthy formula for success. Both Bad Acid and Vokonis rocks on randomly repeat at my domicile shaking the ground and bringing down the walls. Whatever is next on the plate at the Malmö based label, I’m pretty sure it’s bound to be equally interesting and of the highest calibre.

Words by Niels Fuzz Bartholdy

Thanks to Vokonis and Ozium Records for the promo. Olde One Ascending is available to buy digitally now. CD will be released on 25th May whilst the Vinyl will be available to buy from June/July 2016 via Ozium Records.

Links:

Facebook | BandCamp