RF: Like most of the things I find myself involved in, starting the label was something I was driven to do out of frustration. I was already working with bands in a management capacity and I felt that I could offer a better solution for those artists to get their music out and advance their careers.

CK: What did starting the label up actually involve?

RF: To be perfectly honest, the process of actually starting a label is pretty straightforward. If I was advising someone else about how to do it I would say that firstly you need to have a clear idea about the identity of your label in terms of genre and your target audience. You need to find your route to market which means securing your distribution channels, this may involve going via an established distributor or even directly. The fewer people in the chain the less slices out of the pie! You must factor in budgets for promoting your end product and ideally this should include advertising, viral, good PR, and actually having the band out playing, building their fanbase.

CK: When a lot of people think of ‘record labels’ they tend to think of corporate, money making machines. I know that Transcend is run with a very different set of principles to the big labels. Can you outline the philosophy behind the label?

RF: Well Transcend is certainly not a big money making machine, not yet anyway! Essentially I am involved in this business because I love it and get a real buzz out of it. I am fortunate that it also pays the bills too! To some extent the label is a reflection of my own taste, I have to believe in what we are doing and be genuinely passionate about our bands. Enthusiasm is infectious and if the team at the label are truly in to the bands on the roster they are better placed to convey that to others.

CK: What was the very first release on the Transcend Records label?

RF: The first full length release on the label was THE UNHOLY FEAST by THE MORE I SEE. It’s a cracking album produced by Andy Sneap and was an awesome one for us to kick off with and set the standard. If you haven’t had a chance to check it out, do it now!

CK: What would you say are the toughest aspects of running a record label?

RF: For me personally, the toughest thing is not having enough resources to take on all of the projects I would like to. I see so many great bands that I would like to work with but I have to be realistic and put a cap on how much we can take on at any one time. I’m forever fighting with myself about squeezing just one more project in to the stable!

CK: Has Transcend grown into something larger than you anticipated when you first started off?

RF: The short answer is yes. Having said that, I am the sort of person who always aims high and shoots for the stars. I have big plans for Transcend as a total music company offering a range of services and solutions for our artists. We already have management, record company, merchandise and even our own festival brand in Hellfire.

CK: How do you generally find bands that you want to work with? Do you spend hours sifting through thousands of demos and promo packs?

RF: We do listen to every single demo we receive but would never agree to work with a band without seeing them live. Consequently myself and the rest of the team have social lives, which revolve around our working lives! Luckily we all love what we do so it’s no great hardship!

CK: What does a band have to have to make you want to sign them/work with them?

RF: Talent, Passion, Desire, Enthusiasm, Drive, Belief.

CK: Do the label’s releases reflect your own personal listening tastes?

RF: I think I covered this above, but yes I have to love the band or it just doesn’t work for me.

CK: Are there any kinds of bands that Transcend simply wouldn’t sign? – do you have boundaries in terms of lyrical content, musical style, political leanings etc?

RF: No boundaries in terms of lyrical content or political stance, that’s all about freedom of expression. We are firmly a Rock/Metal label so that is our only stipulation. If you don’t fit in to that broad church, you’re wasting our time and your own.

CK: Do you find that bands have unrealistic expectations of what you can do for them?

RF: Generally speaking no and the reason for that is that when we start the process of working with someone we do our best to explain very clearly what our aims and objectives are and how we see the plan rolling forward. There are never any guarantees but if we all give it our best shot who knows where we could end up – and that is all part of the fun. It’s a real buzz for us as a label as well as for the artist to launch a piece of musical work and start to see great reviews coming in and audiences digging what you do. It’s then a case of keeping the momentum going and everybody understanding the role they have to play in achieving that.

CK: Are there any new bands that you’ve recently heard/signed that we should be looking out for, or that you have high hopes for?

RF: Couple of cracking young bands coming through on the label to watch out for: Rise To Remain and Carcer City, go check em out!

CK: What have been the highest points or best memories from your work with Transcend so far?

RF: The most gratifying project to date has been Sacred Mother Tongue. This is a band I first spotted in a pub playing Metal covers with a few of their own tracks thrown in. I saw something I liked in the band right away. We have worked hard together to develop them and have steadily built a great profile. Their debut album has sold over 3000 copies and they played 2nd stage at Download last year, with lots more exciting stuff in the pipeline.

CK: What are your thoughts on the whole internet phenomenon’s effects on the metal music scene?

RF: Clearly this is something which we must all embrace and I think it offers tons of new opportunities for bands in terms of vehicles for promotion. Things can happen far more quickly with instant delivery and instant reaction. You can reach out to your audience and have direct interaction, whereas previously an audience only got to do that at a live performance. Having said all that I still love physical product and I feel there will always be a market for this in some form in our genres. As a label we must strive to add value to physical product to keep it relevant and alive.

CK: What future hopes and plans do you have for the label?

RF: More great music, more great bands. Simple as that really so lets see where it takes us.

CK: As well as Transcend Records you also head up Transcend Management (all under the banner of the Transcend Media Group). Which bands are you currently representing and what does band management involve for you?

RF: I personally manage Fields of the Nephilim, Sacred Mother Tongue and Viking Skull. My right hand girl Kayleigh manages Scar My Eyes. As a manager it’s important to have what the yanks would call ‘helicopter vision’. You need to be able to plot a long term strategy for you artists to enable them to continue making creative products and ideally earn a living/become filthy rich from doing so. The latter is a challenge but I believe we offer a great service to our artists in terms of career development and I really enjoy the role of steering the ship on their behalf.

CK: And of course you are also the driving force behind the Hellfire Festivals. Can you tell me how Hellfire got started and what plans you have for the festival in the future?

RF: Again, Hellfire was born out of frustration on behalf of some of our artists. It can be a vicious circle for a young act trying to get a break on a big stage. I had the crazy idea of creating a platform for fresh and breaking British talent whereby they could play a big show alongside some international juggernauts. Before I knew it I was in the thick of it putting together my own festival! Hellfire is in its infancy but I am really pleased with what we have achieved so far and will be endeavouring to build on that going forward. Who know we may end up in a field someday with 70,000 people…….

CK: And any advice for someone looking to follow in your footsteps?

RF: Pause for thought, then pedal to the METAL and go for it!!

For more on the band check out www.transcendmusicgroup.com

Interviewed by Chris Kee

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