Label Interview: We’re Trying Records
Posted: by The Alt Editing Staff
We’re Trying Records has been around for ten years as of next month. The Austin-based label has, in that time, become one of the most dependable labels in the emo scene; they’ve put out albums from some of my favorite bands to crop up over the past few years, including (but not limited to) Scarlet Street, Ground Swell, Tourneforte, and Routine Fuss. They’re one of the labels, in my estimation, defining the transition from late 2010s emo to 2020s emo.
To celebrate a decade of trying, the label put together a 10 Year Celebration show in Chicago, featuring seven bands playing at Subterranean Downstairs: Tenmonthsummer, Townies, Year Twins, Checkmate, Motion Sick, Ground Swell, and Scarlet Street. Also to celebrate I reached out to founder Jordan Heibner over email to reflect on a decade running an indie label. Read that full interview below.
What made you want to start a label?
At that time, I was interning at a bunch of labels and working at a music non-profit around the Omaha area. My life goal was to work at a major record label, but I was at a disadvantage because there were not a lot of traditional music industry companies in that area. So, I was trying to get as much experience as possible before moving away to Austin and applying for grad school that would eventually bring me to LA.
I was noticing the DIY approach to a lot of these labels and how they operate, and it really made me feel like I could do the same thing with my laptop and Google. Plus, the application process for grad school was going to last a few years and creating something would set me apart from other applicants.
So I spent the summer of 2015 getting graphics ready, talking to bands, and moving to Austin. At that point in my life, I was really worried about being stuck and experiencing different surroundings. We’re Trying was (and still is) something that kept my mind focused and hands busy during times of change and uncertainty. It’s a constant in my life that I never expected.
What’s been the biggest challenge getting WTR going?
The biggest challenge of getting the label running was getting bands. I didn’t have any connections or money to give anyone, but I think they appreciated my determination and desire to want to be apart of their projects and someone coming in from the outside to really support in anyway they possibly can.
What’s the most surprising or important thing you’ve learned over the past decade?
The most important things I learned over the decade is to be upfront and honest with anyone you work with and write everything down. Implementing both of these things from the start of any business relationship will keep everyone honest and on track, and may even stop a potentially disastrous partnership from happening in the first place.
What advice would you give to a young emo kid trying to start their own label?
Don’t overpromise and put in the work. I always tell bands that if someone is selling you on an opportunity that seems too good to be true, it probably is. That might be my inner pessimist, but one of the worst things you can do as a label operator is sell things you aren’t equipped to do. Bands will start to discover they have been duped and won’t want to work with you again. And putting in the work sounds easy, but it takes a lot of commitment. If you’re in school or working, be prepared to give up some of your mornings, evenings, and weekends to stay on top of your label. It also takes a bit of creativity. Big time labels have so many tools at their disposal, but you can do a lot with Google, Mail Chimp, and Microsoft Office.
What WTR releases have been the most important in the label’s development?
There’s been a few releases in my mind that have lined up with pivotal moments of development throughout the label’s history:
1) I Forgot to Love My Father’s Live on HNFM, Super Ghost’s “Railroad Spikes,” and Mighty Ships’ The Coastal Midwest
These were the first three bands we signed that started it all. Each release brought on firsts for the label: first cassette orders, first press releases, first signings, etc. These releases threw us into the deep end and tasked us with either sinking or swimming.
2) Year Twins’ S/T
This album was everything to me. I remember listening to the final masters while I was home in Nebraska in the dead of winter. Year Twins had a big track previously with “Mystics in Bali” and I was so excited to work with them on the project. The album was the first time we ever did vinyl (which sold out) and it was the first project that received so much love across press outlets and the DIY community. It really made me feel like we were onto something as a label.
3) Townies’ Of This I Am Certain and 95COROLLA’s LONG TIME LISTENER / FIRST TIME CALLER
This was just last Spring, but it was an incredible time. It felt like we were running on all cylinders and saw so much growth with more vinyl, more chatter online, and support from the streaming platforms. At that point, we were eight years in but it felt like we were reaching a new level.
When a band pitches you, how do you know they’re WTR material?
A few basic things I take into consideration are: would I listen to this in my free time? and how easy are they to work with and talk to? Everything we release is something I would spend my free time listening to – which makes it easier and more fun to promote and talk about. If we ever start releasing music that we don’t enjoy, it’ll be time to call it quits. And having a good attitude and being a good communicator goes a long way. Everyone is busy and might not get back to you right away, but being patient and ready to go make navigating the DIY space a bit easier.
What accomplishment(s) are you proudest of with WTR?
Making it a decade is my proudest accomplishment, honestly. There’ve been so many DIY labels over the last 10 years that I loved, but they either decided to close up shop because of personal reasons or because they were ran poorly. So being able to deliver 10 years of quality music, being consistent, and continuing to grow within the ever changing DIY community is nothing to sneeze at.
––
Zac Djamoos | @gr8whitebison
The Alternative is ad-free and 100% supported by our readers. If you’d like to help us produce more content and promote more great new music, please consider donating to our Patreon page, which also allows you to receive sweet perks like free albums and The Alternative merch. And if you want The Alternative delivered straight to your inbox every month, sign up for our free newsletter. Either way, thanks for reading!
