Impressed by the dearth of album artwork within the age of invisible music, Brooklyn-based file label Aqualamb publishes print books of art work and writings as accompaniments to its releases. It’s an formidable venture however a satisfying one for companions and artistic administrators Johnathan Swafford and Eric Palmerlee. I requested Swafford to inform us extra in regards to the evolution of this indie beast.
When did you begin Aqualamb? And does the identify have existential significance?
The thought of Aqualamb placing out books to enrich the music initially began with myself and Eric Palmerlee someday in 2012, after enjoying exhibits collectively in our bands Vagina Panther and Descender. Firstly as a method to put out the bands we have been enjoying in, primarily round NYC on the time, after which assist deserving bands we felt have been under the radar. We realized that fairly than attempt to get in on an current scene or label, it might be greatest to create our personal.
Eric and I are each graphic designers. We talked extensively about labels we admired and the way one may operate. Being designers, we have been closely influenced by visible design and books. I can hint my curiosity in artwork and design from observing my dad’s vinyl file covers as a child whereas listening to music.
At that time limit, music listening shifted from bodily mediums to downloadable MP3s and streaming providers. With a flat 800 x 800 sq., music was turning into invisible. CDs have been lifeless and though vinyl was turning into standard, we felt that creating low-cost 100-page paperback books in regards to the data may permit followers to work together with the music tangibly.
The identify Aqualamb is an homage to a bit by the mysterious cult hero and underground absurdist crank caller Longmont Potion Citadel. I had no thought who he was till Eric talked about him to me. As soon as I listened to his releases, and Eric stated he was considering of that as a reputation for the label, it needed to be named Aqualamb.
You publish books, data and do a podcast—all whilst you have been going for a grad diploma and dealing at The Wall Avenue Journal?
Grad college set the stage for this journey.
I had been in lots of bands rising up in Akron and Cleveland. After I went to grad college at SVA MFAD, I desperately needed to play once more with different weirdos.
I by some means satisfied just a few fellow ’05 SVAMFAD college students to begin one thing as a joke. We began with the concept that this venture was a “model” and never a band. One late night whereas working within the studio, I mentioned the concept with fellow college students Kris Johns, Thomas Porostocky and Ed McKirdy. Everybody was spouting off names that by some means merged into the phrase “Vagina Panther.” Ed McKirdy and Thomas Porostocky deserve credit score for the phrase mesh. We had just a few jams with guitarist Todd Albrecht and drummer Trent Good, whom I labored for as an artwork director. Kris, Ed and Thomas went on to raised issues, however the band took on a lifetime of its personal with my now-wife, June Sung, and John Mcgill, Dave Singley and Christian Rutledge.
Trent was buds with the studio supervisor Christian Rutledge of Philip Glass’s recording studio, Trying Glass Studios. We turned buds with him and different soon-to-be legendary engineers and producers. Our first two data have been engineered and produced by Grammy Award–profitable producers and engineers Mario Mcnulty (David Bowie) and James Brown (Foo Fighters).
Vagina Panther S/T cowl design by Thomas Porostocky, based mostly on a poster we designed referencing Herb Lubalin’s Avant Garde cowl of the identical theme
Aqualamb’s idea of books complementing is intriguing sufficient that folks will take an opportunity and assist what we’re doing. I don’t suppose the extent and high quality of Aqualamb’s music output would exist with out the studio assist of Christian, Mario and James. Christian, particularly, went on to play drums in so many Aqualamb bands (Vagina Panther, The Area Retailers, Zeb Gould).
Through the years I’ve had many artistic jobs as an artwork director and artistic director, even educating by some means whereas doing Aqualamb. A partnership of WPP corporations employed me to begin an embedded company of hybrid creatives at The Wall Avenue Journal. At that job, I employed many artistic associates and other people on the label, together with many SVAMAD grads. Even Eric labored for a time there. I left WSJ earlier than COVID to give attention to Aqualamb full time. I used to be fortunate at WSJ as a result of the workforce’s expertise stage was so good. In a way, whereas working for the “man” we have been capable of assist Aqualamb.
Is Aqualamb self-sustaining? How do you assist it?
It’s a very lengthy street to the center. Operating a file label and publishing books can also be like proudly owning a ship. You may at all times sink more cash into it. Aqualamb is break-even. Actually, it’s nonetheless a crapshoot whether or not one thing takes off, even with some huge cash behind it.
Aqualamb places out numerous esoteric bands, however these are acts we really feel deserve greater audiences. All our artists deserve to interrupt it huge, however whether or not it cuts via the noise to one thing greater takes a mixture of expertise, touring, PR, advertising and marketing, branding, design and luck.
To my eye, the books have the standard of Quentin Fiore’s Medium is the Therapeutic massage and different illustration/textual content hybrids. Am I proper?
The Medium is the Therapeutic massage in all of our output. It’s so fascinating and scary how we now devour content material and the way it impacts society. Aqualamb tries to play with all types of content material and manipulate them in numerous methods. I’m additionally nonetheless looking file bins for the The Medium is the Therapeutic massage vinyl file of the launched guide.
We have been additionally closely influenced by the final collection of Emigre’s paperbacks. It’s essential to us that the artists’ followers can buy one thing tangible with out being too costly.
How would you describe your guide publishing targets and functions?
The mission of Aqualamb is to create tangible artistic works within the age of invisible music. We design every guide to be a visible complement to the music. The guide content material can take many varieties. We work intently with the artists on the construction and content material of the books. Some, just like the Area Service provider’s launch, Kiss the Dust, are graphic novels that includes the art work of Joshua Ray Stephens and canopy design by Braulio Amado.
We did a guide based mostly on the Museum of Witchcraft assortment with the witchy doom band Frayle for his or her 1692 launch.
Skryptor’s Luminous Volumes is a collection of illustrations and quick tales based mostly on homicide themes that have been curated with the band’s bass participant and author David McClelland.
Cowl artwork by David McClelland, guide design by Aqualamb, “Dry Cleansing” written by David McClelland, illustration by Fritz Welch, “Brights” written by Chaucenton Fowl, illustration by Wealthy Corridor
For this rerelease of the legendary Noise Band Craw field set of vinyl and books we labored with Northern Spy data and Rolling Stone editor Hank Shteamer. For me personally it was notably difficult as a result of I admired the band a lot and the unique covers have been like a holy grail. The band needed to replace the covers, in order an answer and homage to the unique artists, we simply blurred them. In the long run it made sense and revered the unique art work.
Different books, like LaMacchia’s Thunderheads, are unfastened constructions of drawings and lyrics with QR codes that result in extra content material.
Sort design and format by Aqualamb, photographs, phrases and drawings by John LaMacchia, further photographs by Candice Freshko. Album cowl picture by Terrence Matlin, album cowl picture manipulated by John LaMacchia
Cowl design for Rebreather’s The Line, It’s Width, and The Struggle Drone by Aqualamb’s Eric Palmerlee
The place do you promote them? Do you’ve got a distribution community?
Our books and music are bought on-line through Aqualamb.org and distribution networks like Amazon. We additionally promote in small unbiased guide and file outlets. Earlier than COVID we have been doing numerous artwork guide gala’s, like Zono Moco in Mexico Metropolis and the Printed Matter LA Artwork Guide Honest.
How do you establish what books and music to spend money on?
Firstly it’s the music. As a result of Eric and I are additionally musicians concerned within the NYC, Cleveland and Atlanta underground music scenes, there’s a limitless provide of bands. Often, one other band on the label will introduce us.
The extent of financial funding by the label depends upon whether or not the band needs to and might assist the discharge by touring or fanbase.
Handcrafted hammers for Aqualamb’s COVID Cowl Collection of Godmaker’s rendition of Pink Floyd’s “Within the Flesh,” produced, combined and engineered by James Brown
Inform me what the way forward for Aqualamb has in retailer?
After placing out over 35 releases with paperback books, our subsequent huge venture for 2023 will likely be placing out our first hardcover monograph artwork guide by photographer Keith Marlowe, about his time capturing the storage rock music scene in Cleveland, OH, from 1998–2004.
We’re additionally launching our first audiobook of Zeb Gould’s launch, Destroyer Ship, which he sound-designed to his stream-of-consciousness–like writings. We even have fairly just a few thrilling company lined up for our podcast.
Cowl artwork: William Schaff. Photograph illustrations and guide design by Aida Aimer, Zeb Gould and Aqualamb
