Mike Riddick of Metalhit.com (Part 1)

In my incessant downloading of black metal from Emusic.com, I couldn’t help but notice the presence of Metalhit.com, an internet-based label/distro dedicated to making extreme metal available on the web. After checking out their website, I knew I had to talk to Mike Riddick, the man behind the label, especially in the current shift toward digital media.

Why did you start Metalhit.com?

MIKE RIDDICK: I launched Metalhit.com for a few different reasons. The primary reason is that I’ve always wanted to run a metal label. I have owned a gothic music label for more than seven years, though my primary interest in music has been centered in extreme metal music. I became interested in metal when I was eleven or twelve years old, and grew up on thrash and speed metal. Starting the label, I also did not want to do something traditional like everyone else, thus making my label an all-digital company has allowed me that opportunity.

What is it about metal that appeals to you?

MIKE RIDDICK: When I was young, I was a very quiet and shy person. I believe the extremity of fast and aggressive music allowed me to channel my masculine aggressions through music. At least that is how I perceive my appeal to metal when I look back on the past. I always desired something heavier, faster or more extreme. Getting involved in the death/black metal underground back in 1992 also helped me become acquainted with other individuals with similar interests and tastes all around the world. This was especially helpful because no one listened to this type of music in my local environment, with the exception of my twin brother who was equally involved in metal and the underground scene.

Why did you base your label in cyberspace?

MIKE RIDDICK: My wife originally inspired this idea on one particular occasion while discussing my other label, The Fossil Dungeon. Opting to work exclusively with the digital medium was a good move for me both in terms of my time investment as well as using business sense. For one, I anticipate that my early approach to this medium will position Metalhit.com as one of the best online sources for extreme metal MP3s as we grow and develop, and while digital music becomes more popularly accepted. We are already ahead of our game, offering high fidelity MP3s (better quality than the major retailers currently out there) and using no DRM (digital rights management) to limit the product our buyers are purchasing. We expect that music will eventually transition into an all-digital medium, so we are taking steps to get ahead of the game in that regard. Running a digital label also makes good business sense because the label and band only profit when a product is sold. There is no upfront expense involved in manufacturing inventory, storing it and hoping it all will sell. Distribution also makes better sense because it’s easier to move digital files through the Internet, all around the world, than to manufacture a CD overseas, import it, re-export it and pay middle-man fees everywhere. By freeing up some of these overhead expenses, I’m able to concentrate my budget into more promotion and advertising. Another asset is the ability to submit material for review via digital format rather than having to mail out hundreds of promo CDs. To use a buzz word, in one sense, it’s also a “green” way of doing business.

Be sure to check back for Part 2 of this interview!