AXEL WIESENAUER
Questions asked by Jon Wilde, added to Rock Realms 16th November 2009.
Axel Wiesenauer is the A&R guy for relatively new rock and metal label 7Hard.
We caught up with him to chat about what it's like working for a record label and more.
Hi Axel, thanks for taking a moment to answer these questions. Hope you are well?
Axel: Hi Jon, thanks for the interview. I'm feeling well and it’s great to talk with you.
How did you get into music in the first place – were you a performer, a fan or both?
Axel: At the age of 10 years I started to hear rock and metal music - I grew up with bands like Deep Purple, Black Sabbath, Sex Pistols, Rainbow and April Wine. At 12 I started playing guitar, eventually playing in some local punk rock bands.
How and when did 7Hard start?
Axel: The label 7Hard label started in 2007 and was developed through a collaboration between Hans Derer and 7us media group. Since the beginning of the 90s I have been running a CD mail order company for rock and metal music, and also offering music promotion services. I have previously worked occasionally as a rock/metal DJ too.
How would you describe the company? What are 7Hard’s main aims and objectives?
Axel: 7Hard is always looking for new talent and established bands, and labels for our sales department to distribute. The most important thing is good promotional work and a good sales department. We want to offer a comprehensive service for bands and labels.
Does 7Hard focus on one particular style of music, or do you cover a wider market?
Axel: 7Hard is open to any and all types of music in the rock and metal genre.
What are your favourite music genres personally? Are you into the same music that 7Hard covers, or do you have a few secret musical passions?
Axel: Personally I prefer to listen to AOR, melodic rock, hard rock, and classic heavy metal, although I'm open to all other music genres (classic, rap, jazz...)
What is your job at 7Hard, and what is a typical day like for you?
Axel: I'm the label and A&R manager at 7Hard and take care of all aspects of the label. Every day I listen to CD applications by new bands, take care of the promotion, work for distribution and direct sales, schedule the production of new releases and answer a bunch of e-mails and phone calls.
I understand you cover only a few countries in Europe at the moment. Are you looking at expanding into other territories, or are you planning to have tie-ups with other companies across the globe to get your music distributed?
Axel: We are always looking for worldwide distribution and licensing partners. Soon we will have distribution partners throughout Europe and hopefully upcoming partners in USA and JAPAN.
Are there any big releases in the pipeline you can talk about?
Axel: There are a few major releases for 2010 in the pipeline which I can't speak about for the moment unfortunately. In 2009, a big distribution release was Devious with Vision (groovy death/trash). In the beginning of 2010, coming up is Edge Of Forever with Another Paradise (melodic rock). Soon we will announce new releases for 2010. Stay tuned!
A lot of independent record labels release a couple of discs per month but nothing more. Do you follow a similar plan, or do you see no reason to limit the number of releases you deal with?
Axel: We have really no limit to the releases in one year, but it's not usually going to be more than 12 releases. We want to ensure a good promotion for each band. In the distribution unit, it could be a lot more releases, the work is easier for us if external agencies or the label itself take over the promotion.
Which release has been most successful for you so far?
Axel: The most successful release at the moment on 7Hard is: CTA - Full Circle (the new band of ex-Chicago drummer Danny Seraphine). We expect a lot from Edge Of Forever with the new album "Another Paradise", which appears in January 2010.
How are your bands in general doing? Are you achieving good sales?
Axel: The music business is currently very strange, but we are pleased with the sales. We are one of the few companies investing money at the moment. I see the future very positively.
Are any of your acts touring in the UK in the coming months?
Axel: We hope in the near future some of our live bands will have a presence in the UK. I see good opportunities in 2010.
What is the best way for a new band to get your attention if they want to get signed to 7Hard?
Axel: It's easy, send us a promo package by mail: CD, bio, info and photos. We check everything and get back as quickly as we can.
Do you go out actively looking for new bands – e.g. looking through MySpace etc.?
Axel: For sure. I look everyday on MySpace, Facebook, webzines and Twitter for bands. Often, someone drops me a e-mail and recommends a band.
What is your take on musical piracy and what steps are you taking to deal with it?
Axel: I have no prob with the illegal music downloads. I know - we can't stop it, for me this is just a another promotional tool. I’m sure the true fan will buy the CD. The most important thing is, the bands must play live, to increase their status and sell more CDs.
Where do you see both you and 7Hard in 5 or 10 years time? World domination?
Axel: We hope, 7Hard will, in 5 - 10 years, be one of the Top 5 rock/metal labels and distribution units worldwide with good partners like you and others.
What are you up to once you finish answering these questions?
Axel: Now I'll listen to some new CDs and drink a coffee.
Anything else you’d like to mention?
Axel: Think positive and keep it simple - life is great with music! Everyone can be a star! I thank you for the questions and the interview! All the best, Axel
Check out the 7Hard website for the latest news and info on the label's activities. Thanks again to Axel for his time.
