Profound vision...

Artistic vision is the backbone of any musician, artist or band. There is a certain integrity that must be upheld and sought to continually progress and adhere to the artist’s vision. This is the central precept of Profound Lore Records: integrity within artistic vision. The label’s dedication to artistic license and vision has helped establish Profound Lore Records as an uncompromising independent label willing to work with artists to fulfill their highest potential.

Founded in 2004, by Chris Bruni (Mississauga, Ontario, Canada), Profound Lore Records is a label bound to the underground. Bruni searches for the extremes and eclectic in multiple genres and styles, but is always seeking to mold the label into a cohesive collective with a similar aesthetic. It is a collective based on provocative, enticing and often transcendent music that affects him directly. Whatever style a band works in, Bruni maintains that a band must truly believe in their overall aesthetic from album artwork to musical expanse. From one band to the next, Profound Lore Records presents a flowing roster of artists that resonates with Bruni.

As a label, three Indianapolis bands (The Gates of Slumber, Apostle of Solitude, and Coffinworm) have found a home on Profound Lore Records currently or with recent releases. The Gates of Slumber was the first band to work with the label when it released ‘Conqueror’ in 2008. Viewed by Bruni as a milestone for the label, ‘Conqueror’ gained widespread praise and recognition as a prominent release from the metal community. Due to its success, Profound Lore experienced greater exposure from the release of ‘Conqueror’, and it secured the label an exclusive U.S. distribution deal.

Profound Lore Records is an ever-evolving label with a fierce diversity of bands. Never settling for the middle ground, Bruni is intent on holding firm to the extreme recesses of music. The Cracked Skull spoke with Bruni recently about his label’s vision, integrity, continuing progression within his label’s aesthetic, and Profound Lore’s connection to Indianapolis.

There are bands on Profound Lore from all over the world. Do you think that any region or particular place(s) has their ear to the pulse of underground, eclectic, and extreme music?

I guess it depends on what kind of style. The west coast for example has a good sense of eclectic and unique formidable artists, each of whom are of a distinct nature, and overall have always had a cool creative surge. That’s a region I am quite fond of, especially since the atmosphere and overall vibe of the west coast is quite distinct. On the other hand, New York is another region stateside in which I am very fond of when it comes to the underground and its overall culture. As for overseas, I’m fond of Australia, since some of the most crazed and brutally extreme bands currently hail from there. There is a great creative surge happening in the U.K. and France as well.

Is there a preference for bands with a particular style over other perceived styles? Or is it more important for the band or artist to truly believe in the vision and scope of their music?

I guess it depends on what I want to bring to the fold. I mean, there’s no preference of style per se, even though it seems these days I lean a lot towards doom metal. I definitely want to build the death metal contingent of the label even more. Overall, I think the most important thing is for the band to truly believe in
the vision and scope of their music not matter the style.

What’s the overall aesthetic you’re trying to achieve for the label?

I guess something artistically potent no matter what the style I release, and for each artist and release to correlate with each other. Basically, it shouldn’t seem odd to see a band like Portal next Amber Asylum. It’s the aesthetic the links the two together. Of course the artwork and the way a release is presented also plays an important factor in helping shape the label’s aesthetic too. But essentially, the overall aesthetic should come across as alluring, provocative, transcendent, and enlightening at the same time.

Profound Lore as a label seeks a cohesive collective for its roster of bands and artists. How close do you think you have come to achieving this, or is this goal or notion an ongoing process?

It’s an ongoing process to keep this goal at least consistent and building. The main thing for me is that I release music that I can relate and resonate with like an extension of my personality. It’s basically a feeling within that has to trigger for me to decide if I want to include a specific artist amongst my roster. Even though I present many different styles within my releases, I think the roster seems very cohesive more so now than ever. Of course I go through certain mood shifts on what I like to present, but it’s cool to see people notice that I have maintained a cohesive collective with the different styles I present with my releases. Basically, there should be no such thing as “this seems weird or out of place to be on Profound Lore.”

There are three bands on Profound Lore from Indianapolis. Which band did you work with first, and did you approach them or the other way around?

The Gates of Slumber were the first, and they approached me to help them get more ground within North America. The album I did with them, ‘Conqueror’, I see as a milestone for the label because not only is it a landmark release in metal, but it was the first release of mine to really get widespread exposure. It was the first release that my U.S. distributor took on when I officially went exclusive with them. And it is through The Gates of Slumber where I discovered other bands like Coffinworm and Apostle of Solitude; both are close confidants of the band. So I guess when Gates broke out, it gave me the opportunity to check out these other bands they are close with through their recommendations and close connections.

In terms of label direction, Profound Lore remains rooted firmly in the underground. With that in mind, what has it been like working with the three bands from Indianapolis? What was it about the bands that made you excited ad willing to work with them?

It’s great. These three bands are very appreciative, enthusiastic, and really cool individuals to work with. It’s cool because Indianapolis wasn’t really known to have any breakthrough metal bands, and with The Gates of Slumber helping to lead the charge, I think it will be good for bands like Apostle of Solitude and Coffinworm to help strengthen the metal scene in Indianapolis. I mean, not only is The Gates of Slumber a cool side of the doom metal coin that I enjoy, but they are one of the few real metal bands which I think should be one of the leaders in waving the flag of true metal today. And now with The Gates of Slumber signing with Rise Above, I’ve managed to fill that void with Apostle of Solitude. Again, it is through The Gates of Slumber which lead me to work with Apostle and Coffinworm.

What do you know about or rather, what do you think is going on in Indianapolis that seemingly produces sincere and dedicated heavy music?

I think with bands like The Gates of Slumber making a name for themselves and gaining recognition, through their sincerity and dedication to heavy music, on top of being some of the coolest and respectable guys in all of metal is a reflection of what is happening in Indianapolis. It’s their entire aura, dedication, and good attitude.

Could you see Profound Lore working with other Indianapolis bands in the future as well?

Since The Gates led me to work with Apostle and Coffinworm, who knows…? Maybe these two bands could lead me to working with other bands in Indianapolis through their connections since I trust these bands’ judgment and their knowledge on heavy music.

Is there any potential for a Profound Lore fest or showcase with a good sampling from the label’s roster?

Well, if this were to happen, it sure as hell won’t work in Toronto (essentially where the label is currently based or at least that closest major city where the label is based). But I don’t know. I guess something out on the west coast could work out or even a showcase at such events like South By Southwest would be a worthwhile venture to undertake.

For current releases, full band roster, band and label merchandise, upcoming releases, tours, band news, and label updates check http://www.profoundlorerecords.com and www.myspace.com/profoundlore .