Cosmic Overdose

It has been twenty years since Torny Gottberg started up Progress Productions. The Swedish label has released dozens of albums over that time – from box sets of Cosmic Overdose to limited edition Portion Control CDs. Artists like Xenturion Prime, Spark!, Daily Planet, Cryo, Kite, Agent Side Grinder, Lucifer’s Aid, Nattskiftet, Mr Jones Machine, White Birches, and Henric de la Cour have graced its roster.

We spoke to Gottberg about his experience running the label and his expectations for Progress Productions in its third decade.

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What was the original idea behind Progress Productions?

The idea back then – and, actually, still the idea behind the label – was to build it like a strong collective. Like a family. I was very inspired by the labels, Cold Meat Industry and Ant-Zen, and the way they built their labels. This was something I really wanted to have as a platform for Progress.

We really started from nothing – with only a handful of bands that all drove each other forward. Each success was everyone’s success. I know it really sounds weird, maybe, but this was the idea of Progress Productions.

Also, I felt that a lot of labels were just releasing “safe cards” – and this does not work if you want the scene to grow. So, we started with only new, unsigned bands and built from there. I still think this is the most fun way to run the label. When I find a new, exciting band, it still really triggers me. I know we might not have built up as fast as if we would have signed “already known acts,” but I believe the foundation is stronger if you build from scratch.

That is the short version for Progress Productions. Also, I really want to point out that there have been several important persons behind the scenes who really have helped out a lot – our webmaster, our shop manager, distributors, and others. Without them, no Progress.

Fast forwarding 20 years, where do you expect to take the label?

Seeing how much the music industry has changed over the past two decades, I’m really not sure where we are heading. I think labels are a really good filter for music. It’s just way too easy to release whatever. I’m not saying that it’s a bad thing, but it’s really hard to filter if you are drowned in material. At least, I find it hard.

The change to digital from physical was a big step for the industry, overall; and, of course, a challenge in many ways. I think you need to think a little deeper as a label nowadays. Anyone can press a record. It’s easy: send it to a pressing plant. Anyone can release on Spotify: just pay one of those “pay to be on Spotify”-services. Anyone can set up a bandcamp. But it’s really everything else – the promotional work, even maybe helping with management and booking shows, etc. Stuff like this is much more important in 2024 than it was in 2004.

It’s really hard to say where we end up. For me, still doing physical is really important – and I like to keep it this way. But, well, I’m also older. On the other hand, I don’t see a growth in the audience among older people. So, we in the “scene” might end up as dinosaurs in a nursing home.

A lot of competitors and collaborators have come and gone over the past two decades. What are some of the key lessons for anyone else who wants to start a record label in 2024?

Don’t do it (hahahaha… )! It’s really my best advice. Unless you are insane. Nahh – you really need to understand how much time it takes. It’s not just “running a label” – there is really so much work behind it. The first 5-6 years is just building and making sure that everything runs. After that, there are always tasks to solve.

You won’t make any real money from doing it as a scene label. You need to have the drive and passion to do it. Money has never been something that’s driven me, at all. I have a job on the side, and that pays the bills. It’s because I love doing it. I still do. Even though you hit landmines and everyone thinks you drive a Lamborghini (in reality, a really old Volvo). But, if you really set your mind to doing something; set small reachable goals; don’t expect it to be a walk in the park (since it’s not)… You have to be a little crazy to do it.

On the other hand, never see other labels as competition – see them as coworkers. I mean, I can talk to Infacted, Dependent and others from time to time. We all really want the same thing – to keep the scene growing. Some labels have lost their focus and gone towards a more metal-based repertoire, which I can understand. If you need to live from this, then there’s the money. So, best advice: see it as a hobby; do it with passion.

You have performed with several bands, including Project-X and Cryo. What is it about performance (in the studio or live) that you find most interesting?

Well, to build things, I would say, in the studio. To have a blank piece of paper and draw something new. I think that probably applies for painters, etc., as well. To make a piece of art. It’s hard to describe it, really, but it’s like you give life to ideas. When you are done, you let it fly and see where it ends.

Live, I have always enjoyed the energy doing it – the direct connection with the audience. The tension that’s there. It’s something special.

Project-X and Cryo are very different. And, honestly, Project-X exists more on a “retro-basis,” at the moment. But, of course, I’m proud of the history behind it. We made a lot of amazing things together, and we still perform from time-to-time. Cryo is the main project, and I really enjoy performing with Martin [Rudefelt]. We have something special when we go on stage together that I really like – some kind of spark that goes off when the
concert starts. And, I guess, it’s that spark, that feeling, that makes it special. I’m sure it’s the same for most bands – or, at least, I hope so.

Over the years, formats for recordings have changed several times. Do you find that there is pressure to stick with physical formats?

Well, like I said, for me the physical format is important. We are a record label – not a multimedia/digital platform. I see digital/physical working together as a unit; but, honestly, I think all artists want to have a physical object. Something to hold on to. Something to grab. Something real. I really dont judge anyone, and there is not a right/wrong here; but, for me personally, I think that physical is a must.

However, I will point out I’m not a superfan of the vinyl hysteria – paying 30 euro for an album, or the tape thing. But that’s just my ten cents on it. Like I said, there is no right/wrong. I guess it’s old school thinking. Who knows, maybe we all will just release music via TikTok in the future. The digital side of the industry is here to stay, and there is no idea of trying to resist it. But the combination of the two is still what i find is most interesting.

EPs appear to have grown in popularity. Is the full-length album dead?

I’m not a super fan of the EP format, myself. I can see a point of releasing music in a quicker interval, of course, to always be relevant, as albums take a longer time to produce. On the other hand, for me, an album is a whole journey through an artist’s mind and I really enjoy that. With streaming, we went from albums to songs, but I really don’t think the full-length album is dead.

This really differs from genre to genre. For “hit-list-top-20,” sure. That younger generation listens in a different way, as they have grown up with songs rather than full-length albums. But, for me, an EP is just a taste of an album. I love listening from track 1 to 10 and enjoying the whole trip rather than just going from 1 to 4 and left feeling empty. Again, there is no right or wrong. As long as people enjoy music – that’s the most important thing.

What do you look for in an act?

Quick answer: that I like it and I like the people behind the music. Those things are equally important when I decide if we should or we should not work with a band/artist. I have no time for artists with too-big egos, who think they are so much better than the rest and you simply need to feed their twisted self-image (I’m 100% done with that).

If it is going to work, you need to be on the same level – otherwise, you will fail or it will end badly (and, trust me, you will encounter this running a label). But I normally go with my gut-feeling. If the music gives me something, then it’s really worth doing. There have been times when I really loved the music but met the people behind it and thought, “Hell no – this won’t work!” In these cases, I would always rather just support the artist when, hopefully, they are released on another label.

I also value loyalty highly. There are simply too many artists who think their record label is ripping them off but always forget what it costs to make an album. Mastering, adverts, videos, etc., etc. – it adds up quickly, and it’s hard to cover the costs nowdays. But if you work hard you will reach the goals. It’s a cooperation between the label and artist – nothing else. If this doesn’t feel right, I would rather leave it. And, no, I dont care if you have 15,000 likes on Facebook, Instagram, TikTok or all your friends say you are better than sliced bread. I would rather that we build that together.

Are there any bands you wish you had signed when you had a chance?

Several, of course. But, on the other hand, I have had the chance to buy their records. And, trust me, I buy a lot of records from other labels. I really spend a lot of money doing it, since I know how much others fight in the scene to make things work.

I would say that maybe the Icelandic band Legend was one of those bands I should have signed. But, hey, why cry over something that did not happen? I still listen to their album a lot and enjoy it, so it really does not matter if it was on Progress Productions or not. So, it’s hard to say the word “regret”. Who knows, maybe they made it better on another label than if they were working with us.

Of course, I maybe felt, “Damn, that one would have been a cool challenge to see if it would have worked out” – but I’m really thankful for the bands we have today and the chances I have had to work with bands we don’t have anymore. I think I have reached a certain point that I understand the industry better. You build and work your ass off; and, at a certain point, the balance between a band and label is too big. Then, you need to let go.

It has become increasingly difficult for musicians at many levels to make a living from their art. What advice do you have for artists who wish to dedicate themselves more fully to creating music and reaching fans?

Don’t give up – and listen to the people around you. Have in mind that a label can help you with a lot with things you maybe did not expect. Building stuff takes time – sometimes, a really long time – and I can understand that it can feel really frustrating at times. It will pay off in the end.

Also, have an understanding of the scene you are in. The electronic/alternative/EBM scene is not a place where we build a new Beatles, Coldplay, etc., etc. Be thankful for the opportunities you do get. Look at E-tropolis, Amphi, etc. There are only 20-35 bands in the world that get on the line-up every year. Be grateful if you reach this level. I think, in 2024, it’s really also with a big portion of luck if it’s going to work. I hate saying it, but sometimes things can trend on TikTok, etc., and it shows in your popularity. So, hang in there, don’t be an asshole, build your teams – and stay good!