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doomedandstoned · 3 years

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Know Your Scene: Electric Valley Records

~By Peter Willmott~

Electric Valley Records is a name in the underground Stoner/Psych/Doom community that inspires enthusiastic support from every corner. Based in the small island of Sardinia Italy, founder Marco Nieddu started off releasing his own music for the band Raikinas. Now years after Raikinas has joined the great festival in the sky and the label lives on. Now Marco continues to play with 1782 and he has been making serious waves with Electric Valley Records with a stable of great bands and a growing reputation for boutique vinyl, deliciously dark art, and all round killer releases.

Started by Marco in 2014, the label grew over the first few years from a boutique Italian market to take on the world stage and by 2018 was generating serious media attention. Marco’s great art and attention to detail in his releases created a loyal stable of fans - if it was Electric Valley Records you knew it was going to be a great album.

Fast forward to 2021, as Italy slowly climbs out of the COVID-19 mess, Electric Valley Records has a great family of bands who support each other - you can’t underestimate the power of community in helping bands stay strong and keep the fire alive to produce great music. The power of vinyl and fuzz worship has never been stronger! 2021 sees Electric Valley Records take a global position with one release a month in the first half of 2021, including bands from Australia (Amammoth), Chile (Dixie Goat), Cyprus (Stonus), Italy (1782, Cancervo) and more. We can’t wait to see what’s coming next!

We spoke with Marco Nieddu about some of the label’s history.

When did you decide to start Electric Valley Records, and where did the name come from?

The label was born in 2014, with my band at the time, Raikinas, we were looking for a label, we sent tons of emails but we got just two or three replies. I couldn't stand it, so I decided to create my own label just for that band, but as you know Electric Valley has much more than just one band, plus Raikinas no longer exists. (laughs)

As for the name instead, there is no particular reason, that name had been spinning in my head for a long time, so I didn't think twice and chose it as the name of the label.

What do you love about the Italian heavy music scene?

The Italian heavy music scene is really beautiful, there are so many good bands that take out fantastic albums; bands like Ufomammut, Black Rainbows, Elepharmers, Humulus, Cancervo, Atomic Mold, just to name a few, I could spend hours writing.

Also from the point of view of labels it is not bad at all, one of the strongest labels of this genre is Heavy Psych Sounds Records, and it is from Rome, then we have Argonauta Records, GoDown Records and many others.

One thing I love about the Italian scene is the small festivals, people are very interested. In my opinion we are not at the level of other countries such as Germany, for example --but I must say that in our small way we move well -- there is a lot of interest from both the organizer and the public.

What gives you the biggest buzz running the label?

Basically everything! (laughs) The excitement starts from when the band signs through to the release of the album and beyond. This with every single release!

The coolest thing is when you realize bands are going strong, I don't mean sales, I mean, when people start talking about bands, share them on social media, include them in playlists and take record photos. For me the most important thing is that the band is doing well and growing more and more. Before being my job, it is my passion.

What is the special sauce that makes an album an “Electric Valley Records” release?

There isn't exactly a special sauce, each band has its own special sauce. When I listen to new bands, generally, if I like them I immediately realize, as I said before, each band has its own particularity and this is what strikes me, it can be a certain type of sound, a certain style of riff, the groove, the voice and any other kind of peculiarity.

What I try to do is make the listener feel the same feelings I feel when I listen to that particular band. I can't pick bands at random or without listening to them just to make a release, Electric Valley isn't that kind of label.

Marco Nieddu may be the most popular man in the underground stoner-psychedelic and doom community. We reached out to bands on the Electric Valley Records label, and boy were they ready to talk about it, there’s a whole lotta love for Marco and his work over the years!

What attracted you to Electric Valley Records?

Amammoth: We first heard of them through the band 1782 which we are huge fans of. We love their sound and they have amazing artwork. When we were looking into getting some artwork done for our band we looked at Electric Valley and we discovered Marco was the one who did it all. We were super lucky to have Marco do some art for us and it all stemmed from there. We were already fans of the label and listened to a lot of the bands on the label, as they promote a lot of the influential up and upcoming bands of our genre.

Atomic Mold: It was 2015, our first album "Atomic Mold" had just been released. Marco contacted us to find out if we would like to collaborate, we wrote a lot and we decided to make a split. He put us in touch with Mount Hush and in a short time we made a split that had good success and was sold out in a few months. In October 2016 we met with Marco in Sardegna who organized the tour with Fatso Jetson.

Stonus: Well, back in 2019 we were looking for a record label to release our debut album “Aphasia” which was our main aim at the time. The reason for seeking a label contract was to get more reach, release our music on vinyl, more gig opportunities and to learn how things work from a more business/professional perspective. We had 4 or 5 options at the time and Electric Valley Records was the most appealing as we liked the bands that were signed and they do things in a really professional way. Marco is an excellent guy although we never met in person. (laughs) He is always available for questions and he is really flexible and understanding. In a year, we had two releases on vinyl, “Aphasia” and “Séance” and they also have some cool options like tapes. I must say we are very satisfied even though the pandemic caused some delays but what can you do, fans have been patient on their side and we have to thank them for that, too.

Loose Sutures: EVR is one of the best labels in doom, stoner, fuzz rock. Beautiful roster, high accuracy in every detail, respect and personality. For us is more about a brotherhood than a simple contract sealing: we belong to the same island and share the same studio with 1782. We're friends and we all feel friendship with all EVR bands.

Hadewijch: EVR attracted us for many reasons but the first would have to be the great communication back and forth and the complete belief in our vision and Herbal Doom from day one. Marco is a professional and creates an environment where we as artists and our music feels safe and respected. It’s clear that he cares very much about the bands and the music itself and is not afraid to take risks on what he releases in line with a level of quality that has become known from the label.

High N' Heavy: What attracted us to EVR was we really dug their aesthetic, and we were already big fans of Atomic Mold and Weed Demon.

Dixie Goat: We don't know if you can put this (we can - Peter) but the last days of last year we were contacted by Paul from The Cosmic Peddler. He asked us if we had physical copies from our 2nd album (new one) so we said no. Then he asked us if we were interested in releasing the album and if we want to have a label. Our answer was Fuck Yeah! man. We don't care if they want to release our new album on tape, cd, lp, laserdisc, betamax, minidisc, whatever they want! We were just happy that someone was interested in the band and they wanted us to release our music outside our country also considering our difficult times. So that is how it starts. Kinda fairy tale. They have a great roster of bands. Also they released a split including our brothers from Chile, Arteaga. Awesome band, by the way.

Cancervo: We’ve known EVR through friends. We already listen to some bands from this label and we like their works, so we tried to send our first record, when they told us that the song was liked and that we could do something, we were so excited!

Weed Demon: When Marco approached us about signing with EVR we were completely unfamiliar with the label but it didn’t take long to realize that they were headed in the right direction. The roster of bands was killer and label branding was on point. It just felt like a perfect fit for us. They had a little bit of everything, just like our sound in Weed Demon. It also didn’t hurt that Marco is a super nice dude and has always been easy to work with.

Marmalade Knives: I found my way to Electric Valley through Heavy Psych Sounds, and I instantly really appreciated Marco and his openness to hearing new music and growing his label in different psychedelic directions. I think his attitude and demeanor find their way into all corners of the EVRverse. All of the other bands on the label I've interacted with have been super supportive and cool.

Desert Suns: We started working with Electric Valley right when we had finished our latest album Carry On. We were shopping it around to see who would want to release it. Marco was down to put it out.

Wormhog: Since we were determined to release our first LP Yellow Sea on vinyl we had made some contacts with various labels and pressing plants. Electric Valley and Marco showed us right from the start how much they wanted a collaboration between us. Of course, we knew of EVR’s existence long before our release and we were flattered to be part of such a great family with so many great bands! However, what actually attracted us, was that there was a feeling of mutual respect in our communication, right from the start, which was also depicted on our contract. Everything is straight and simple, which was the main reason we wanted to be part of the label, and we couldn’t be happier about it!

Elepharmers: We met the guys from Electric Valley before their label was even founded. Marco was the bass player of Raikinas, we met at a concert, then we shared the stage and beautiful evenings. We also did some gigs in Germany together thanks to him and his band. We appreciate their desire to grow and make space for themselves in the stoner, psych, doom music scene.

What was the most exciting part of your release with Electric Valley Records?

Amammoth: We were super stoked to be working with a label that we were already fans of, and to be on a label that gives a fuck and actually cares about the art and the artists. It was fun working with Marco to design the record cover too, as we really appreciate his art. It was exciting to work with a label that works so hard to expose their bands to people all around the world and we really appreciate them pumping our songs out for people all over to hear. Coming from Australia and being in a genre like ours it is a great honour and privilege to be on a label like Electric Valley, as our music is being heard and reaching places further than we could have ever imagined.

Atomic Mold: Surely to see our records arrive all over the world!

Stonus: Nothing can beat the excitement of releasing your debut album on vinyl and being featured by blogs and magazines all around the globe. We feel very thankful for the feedback and support we received and Electric Valley Records was a catalyst on this small success.

Loose Sutures: Being part of EVR means being part of something getting bigger every year . You realize immediately that this label cares a lot about their bands. You can see it in every step: music, promotion, merch, album covers etcetera. Now we are close to releasing the first single of our new album and we can't wait for it! So excited and proud.

Hadewijch: The most exciting was to have 100 percent freedom with the artwork and control over the release, but still feeling like this was a collective team effort with EVR behind us every step of the way.

High N' Heavy: Most exciting part about releasing through them was they did such a great job getting us out there and fully supporting our ideas. They’re great at working with you on making your release the best it can be. From the music to the art direction and everywhere in between.

Dixie Goat: As we said above, the label has great bands so being part of it's like a dream come true. Also releasing our music for the first time on a label and for the first time on vinyl woooow, we were jumping like monkeys. Pretty happy!

Cancervo: The most exciting part was planning the release and all the technical details of our first album.

Weed Demon: Our last two releases with EVR gave us way more worldwide exposure. It’s difficult for an Ohio based band to gain a following across the pond in Europe. Having a label based out of Sardinia definitely helped increase our fan base.

Marmalade Knives: As this was my band's first release ever, I have to say that each milestone -- each a first -- was very exciting for me. The signing, the selection of vinyl colors, holding a copy in my hands for the first time: it was all exciting.

Desert Suns: Electric Valley had been on our radar for a couple years so it was cool to actually have our second album released by a label from Italy. Electric Valley has been putting out some solid releases from some really rad bands! We are stoked to be on their roster.

Wormhog: Since Yellow Sea is our first physical release, the most exciting moment cannot be any other than the moment we saw our new records in the flesh! The printing and pressing quality are absolutely amazing, and that’s what anybody should expect from a label like Electric Valley Records.

Elepharmers: One thing we appreciate about Electric Valley is that it's a label run by people with so much enthusiasm, people with whom we've created a bond of friendship that goes beyond the stage and making records. Marco from EV collaborated in setting the dates for the 2020 European tour, which unfortunately was cancelled due to the Covid-19 pandemic.

Anything else you’d like to share about Electric Valley Records?

Amammoth: We can’t thank them enough for everything they have done for us as a band. They are one of the best independent record labels in the world and we are super lucky to be working with them.

Atomic Mold: Yes, we are currently composing the new album which we will release with Electric Valley Records. Over time he has built a great relationship with us. We have a lot of trust and respect for the work he has always done for us.

Stonus: For us the whole concept of a release is important, from music to artwork, vinyl colour, special inserts and posters. We like to experiment with ideas and possibilities so we often discuss with Marco things that he has never done before and he is keen to learn and do his research, always offering a solution. We are really happy to be part of this awesome family of heavy bands, they are all amazing artists and people. We can't wait to meet them in person and connect through music!

Loose Sutures: Get Ready for the new album: it's gonna be hot and nasty! We are proud to continue being part of this great family and we are more than sure that it will continue to grow and improve more and more.

Hadewijch: Yes! I think it’s worth saying, even at the risk of sounding a bit cliché, that there is a very positive feeling environment on the label. All the bands are kind and willing to help each other, like a group of friends you know? We’re all willing to help uplift each other and it’s an awesome feeling.

High N' Heavy: And I’d like to say again that the support is real with EVR. Not just from Marco and the crew, but from the bands, too. We constantly refer to it as the EVR family, and it really feels that way. Everyone reps everyone else. It’s a great label, and they continue to grow with new awesome bands.

Dixie Goat: They have treated us awesome since day 1. Always kind and respectfully. We like that and we have just gratitude for the label. We think it's not that easy to sign a band from the end of the world. We have so much love for Marco from Electric Valley Records and Paul from The Cosmic Peddler. Thank you so much, guys!

Cancervo: We found a great family and a good vibe who pushed us to plan our second album still with them. It will come out in the first part of 2022! Stay tuned!

Weed Demon: The thing I love most about being a part of this label is the feeling of family. All of the bands are super supportive of one another. Even being spread out all across the world, it still feels like you are all buds in a local scene. Everyone working towards a shared goal of growing the Electric Valley family and pushing each other’s music and art to the next level!

Marmalade Knives: Just that I'm psyched to continue the working relationship. I'm hopeful that the second Marmalade Knives LP will be released later this year.

Desert Suns: We’ve had a little line up change over the last year so we are writing some new material we’d like to record and get out within the next year and hopefully have the privilege to keep working with Electric Valley Records.

Wormhog: We just can’t wait for our next release together!

Elepharmers: At the moment I don't have other things to tell: there would be many anecdotes related to parties and concerts, drinking beer till dawn and listening to great music.