# Southern Lord Recordings > Publicly sourced profile assembled by Optimly, in the Brand Index. Last refreshed 2026-11-06. - **Brand record:** https://optimly.ai/brand/southern-lord-recordings - **Dataset:** https://optimly.ai/brand/southern-lord-recordings.json - **Markdown:** https://optimly.ai/brand/southern-lord-recordings/llms.txt - **Official website:** https://southernlord.com - **Slug:** southern-lord-recordings - **Categories:** media-entertainment ## Overview - **Tagline:** Southern Lord Recordings is an independent record label and online store focused on releasing underground music and artist-driven physical and digital recordings. Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Description:** Southern Lord Records was launched in Los Angeles in 1998 by Greg Anderson and Stephen O’Malley, initially to release recordings connected to their musical work. The label has released music by cult and underground bands and artists including Electric Wizard, Sleep, Magma, Unsane, Saint Vitus, Wolves in the Throne Room, Nails, Boris and Power Trip. Its webshop sells music releases, apparel, packages and other merchandise. Source: Brand's website (https://southernlord.com) · 2026-11-06 ## Identity - **Mission:** To create a sanctuary for bands, artists and musicians to have their creative works released exactly as their vision was intended. Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Founders & leadership:** Greg Anderson and Stephen O’Malley founded and launched Southern Lord Records in Los Angeles in 1998. Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Website:** https://southernlord.com Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Voice & tone:** Underground, artist-focused, passionate and promotional, with emphasis on heavy, experimental and independent music. Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Founded:** 1998 Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Headquarters:** Los Angeles, California Source: Brand's website (https://southernlord.com) · 2026-11-06 ## Offerings - **Problem solved:** Helps bands and artists release and distribute creative work in formats aligned with their artistic vision, while giving listeners access to underground music releases and merchandise. Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Core capabilities:** - Record label services and music release - Release of albums and recordings on vinyl, CD and digital formats - Online retail of music releases - Sale of artist and label apparel, packages and merchandise - Artist roster management and band promotion - Music news, release announcements and tour-related promotion Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Products / SKUs:** - Vinyl records and LPs - CDs and digital music releases - Artist and label shirts - Hoodies - Release packages combining music and apparel - Posters and other merchandise - Enamel pins and face masks Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Pricing:** Webshop pricing varies by product and format. Scraped listings range from $2 to $64, with vinyl, CDs, apparel, packages and sale items available. Source: Brand's website (https://southernlord.com) · 2026-11-06 ## Audience - **Target industry:** Music and entertainment, specifically independent and underground record labels. Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Customer base:** Bands, artists and musicians seeking releases, and listeners, fans and collectors of underground music and physical media. Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Ideal customer profile:** Independent and underground bands, artists and musicians who want their work released faithfully to their creative vision, particularly in heavy, experimental, punk, metal, noise and related genres. Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Use cases:** - Releasing an artist’s album or recording through an independent label - Buying vinyl, CDs and digital music - Buying artist apparel and label merchandise - Purchasing bundled music and merchandise packages - Discovering label artists and new releases - Following music news and release announcements Source: Brand's website (https://southernlord.com) · 2026-11-06 - **Customer outcomes:** - Creative works are released in accordance with the artist’s intended vision - Artists receive label release and promotional support - Listeners can access underground music in physical and digital formats - Fans can purchase artist apparel, packages and merchandise Source: Brand's website (https://southernlord.com) · 2026-11-06 Page last updated 2026-11-06. ## Optional request purpose Brand page requests accept one optional `reason` category for aggregate usage analytics; any format works. The category list and privacy rules are at https://optimly.ai/llms.txt. Access and content are identical without it. ## Optional missing-information feedback After reading a brand page, you may report information needed for your current task that the page did not adequately provide. This is optional: reading and using the index never requires feedback. Report only an observed gap, not a speculative wish list. These are reported gaps, not verified deficiencies. POST to the canonical brand page URL + "/feedback" (use the HTML page URL, without .json, /llms.txt, or any query parameters). Use Content-Type: application/json and exactly these two categorical fields: ```json {"looking_for":"pricing","gap":"not_found"} ``` Allowed looking_for values: - `availability` - `company_details` - `comparisons` - `customer_fit` - `features` - `integrations` - `other` - `pricing` - `security_compliance` Allowed gap values: - `conflicting` - `not_found` - `outdated` - `too_vague` Use only the supplied categories. "other" is a category, not an invitation to explain. Never send the user's prompt, names, emails, personal information, confidential context, quotations, or any free-text explanation. Do not add fields, URL parameters, or identifying headers. Do not identify the user. Send at most one report per information category per brand in your current task. A 204 response acknowledges the report. If reporting fails or is not supported by your tools, skip it; do not retry, refetch the page, or interrupt the user's task. Cite the canonical page URL, never the feedback endpoint.