On 5 October 2024 the good people of God Unknown are taking over the fantastic Trades Hall venue in Walthamstow, London for a nearly-all-day gig in celebration of a decade of the record label, responsible for over 100 releasees by some of our favourite groups, including Gnod, Duke Garwood, Gum Takes Tooth, Sex Swing, Sly & The Family Drone and much more. Some of these artists will be on the bill at the gig, with Sex Swing using the occasion to mark the release of their new album, Golden Triangle. You can listen to a God Unknown birthday sampler amidst Jason Stoll’s thoughts on ten years of the label below and get tickets for the bash here.
Why did you start God Unknown Records all those years ago?
Jason Stoll: Back when I was touring with my old band, Mugstar, we had the opportunity to play with an incredible range of artists – from Mogwai, Mudhoney, Wooden Shjips, and Hawkwind, to Electric Wizard and many lesser-known bands. It was such an inspiring time, and I started to think about creating a singles club record label, and releasing music for people I’d met along the way. The idea was to feature two bands on each limited 7″ release – a great way to introduce people to the label. I took a lot of influence from Sub Pop’s Singles Club, and after being involved with a few other labels, I really wanted to build something that reflected my own vision. That’s how God Unknown Records came about. It was initially a subscription-based label, and the first volume sold out immediately. I’ve always loved the immediacy of a 7″ record – there’s something about capturing a band’s essence in just three to four minutes that really appealed to me, especially when many of these bands typically play 10-minute-plus tracks. You get a distilled, more focused version of the band. Everyone I approached was eager to be involved, from Japanese psychedelic icons like Acid Mothers Temple and Kikagaku Moyo, to New York’s krautrock-influenced pioneers like Oneida and White Hills, to UK underground legends such as GNOD, Teeth of the Sea, and even Bardo Pond and Clinic: all artists who have been pushing boundaries for years.
What has kept you going through these challenging times for independent music?
JS: The music itself is what keeps me going. We’ve put out nearly 120 records now, and the thrill of seeing each release come together, from start to finish, never gets old.
Is there something that connects all the records you’ve released?
JC: For me, there always has to be a feeling, a sense that the music is coming from a place of necessity. While the releases are musically diverse, they are all unified by a shared forward-thinking approach. These are artists who aren’t confined by traditional song structures; they create because they need to.
What’s your proudest moment from the past decade?
JC: That’s a hard one to answer. I’d say getting the test pressing for our first release, the GNOD/Eternal Tapestry split, was a really proud moment. It felt like the start of something significant. Also, just getting to work with all the amazing artists we’ve released has been incredibly rewarding.
What advice would you give someone starting an independent label?
JC: The key piece of advice I’d give to someone starting an independent label is to stay true to your vision and be patient, and the most important thing is to release music you genuinely believe in. Be prepared for a long journey as building a label takes time, persistence, and a lot of hard work. Build a community and network around yourself with like-minded artists, collaborators, and people who support what you’re doing.
What can people expect from the upcoming London show?
JC: It’s going to be a huge celebration of everything we’ve achieved over the last decade. I’m really proud of the lineup, and it’s an honor that all these incredible artists are coming together for this event. It’s a monumental bill — none of these bands or artists have ever played together before or been in the same place, so that alone makes it worth coming. Visual artist Sam Wiehl, known for his work with Liverpool Psych Fest, Forest Swords and Ladytron, will create an immersive visual experience. Sex Swing will also be celebrating the release of their new album, Golden Triangle, with a special guest joining them on stage. Duke Garwood will be fresh from recording in Brazil and the Joshua Tree, bringing something new to the table. And of course, we’ve got some brilliant DJs lined up to keep everyone dancing with far-out sounds from around the world.
