OPTICAL SOUNDS TWO-YEAR BIRTHDAY PARTY with the HOA HOA’S, PLANET CREATURE, POSTCARDS, VICIOUS DELICIOUS, YOUR 33 BLACK ANGELS and the AURAS at the House of Everlasting Super Joy (225 Sterling), Saturday (July 10). $10.
By most standards, local psych label Optical Sounds should have little to celebrate on its second anniversary. But Optical Sounds is more than a standard label. It’s also a support group, a community and, at the risk of sounding cheesy, a state of mind.
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“The major labels still have this mentality of ‘Let’s bring together anything and everything that can sell,'” says label head Robert Gibson over pints at Ronnie’s with his brother Richard, who plays in the Hoa Hoa’s and helps oversee operations.
“Well, that may work as far as selling records, but there’s no community in that. There’s no spirit in that.”
Although only one of the label’s four releases – the Hoa Hoa’s Pop/Drone/Pedals – has recovered manufacturing costs, Optical Sounds has become the go-to label for local bands dabbling in 60s garage or psychedelia. And while only six acts – the Hoa Hoa’s, the Disraelis, Action Makes, Planet Creature, Revolvers and Magic Shoppe – make up the official roster, a halo of additional ones are caught up in its aura.
“It’s gotten to the point where people who are into our kind of music will trust our label as a stamp of approval,” says Robert.
It’s easy to see why. In addition to a near-perfect track record, the label’s parties have become the stuff of legend. Often held at unconventional venues, with mind-bending visuals and relaxed restrictions, they have a palpable sense of occasion that’s a rarity at run-of-the-mill club shows.
“At first we started throwing [the parties] for ourselves, and people started to come,” says Richard. “Those parties are still a big part of what we’re all about. At the end of the day, we’re in it to have fun.”
This looseness is reflected in the label’s grassroots philosophy, which affords equal credence to community as to business. In fact, Optical Sounds has such trust in its musicians, there isn’t even a contract.
And even if nobody’s burning up the charts, things are working out.
“You have to put things in perspective,” Robert reasons. “Whereas two years ago our bands would have been begging bookers, distributors and manufacturers to take their stuff, now those people are calling us. That’s a huge change in culture.”
Interview Clips
Richard Gibson explains how every band contributes to the label on a personal level.
This year, Optical Sounds expanded beyond the GTA by adding Magic Shoppe, its very first American act.
Since it’s a psych focused label, most Optical Sounds bands wear their influences on their sleeves. According to Robert and Richard Gibson, that’s really not such a bad thing.
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