Profiling various local labels has been a way to showcase new or lesser-known companies that are either starting out or still finding their way into the consciousness, locally or nationally. This is the first iteration of Labelmakers where I talked to a label that needs no introduction: Cloud Recordings. The labor of love of John Fernandes, presently of bands such as Circulatory System and Supercluster (as well as the go-to guy for "out" jazz and psych slabs purchasable downtown at Wuxtry Records), Cloud has been quietly but successfully releasing quality records to an unsuspecting world for eight years running. The label's website also boasts artwork by Circulatory System's Will Cullen Hart as well as limited-edition CD-Rs of true experiments from associated acts. In short, Cloud is a jewel in the crown of Athens music, period.

Flagpole: When and why did you start your own label?

John Fernandes: I started Cloud Recordings in 2001 to put out the first Circulatory System album.

FP: What are the aesthetic guidelines of the label, in terms of the music you put out?

JF: I put out music that I think the world should hear. It doesn't matter the genre, as long as it is good music.

FP: What is the most underrated release in your catalog?

JF: I think the Tall Dwarfs albums - "Weeville" and "Fork Songs" - are amazing albums and should be heard by more people.

FP: What are the difficulties of running a label? What advice would you give to someone starting one up now?

JF: It was hard work when I first started the label keeping up with orders - I was selling CDs direct to a bunch of stores, a bunch of different distributors, and doing mail order. I would sometimes make compilation CDRs of other music when I sent out mail orders to try to turn people on to good music that they might not have heard. Many places were ordering conservatively because the label was just starting out, but as the Circulatory System album started selling really well, I found I was going out to UPS and the post office everyday, sometimes twice a day. I was also doing the press and radio promotion myself. We got good press, and luckily I made the money back that I invested in the label, but I was really nervous that I might not make the money back. Over time, Cloud Recordings started working with SC Distribution, who does manufacturing through Bellwether, and now handles all the distribution. They sell direct to a bunch of independent stores, as well as going through ADA to go to bigger chain stores etc. Now we use Team Clermont for press and radio promotion. I found that doing press myself, many places wanted to talk to someone from a promotion company instead of direct to one of the artists. We are a little more streamlined as a label now, but not all the releases make the money back that was invested. But I'm happy to be releasing good music to the world. The advice I can give to someone starting a label, is be prepared to work really hard to get to a place where the label is successful.

FP: Anything else you think the readers should know about the label?

JF: Cloud Recordings is releasing the Supercluster record on October 6th. It's a group that features members of Pylon, Circulatory System/The Olivia Tremor Control, Casper and the Cookies, New Sound of Numbers/Sound Houses, Bob Hay and the Jolly Beggars/The Squalls, The Instruments/Gnarls Barkley, and Deerhunter.

www.cloudrecordings.com

Jeff Tobias