Published Jul 16, 2009Here's one for the weird religious cult file: Equal Vision Records has announced that it will be starting a sub-label called Mantralogy to release "kirtan and a variety of other sacred and meaningful musics for both the flourishing underground conscious music scene and an increasingly swelling mainstream audience."
According to the press release, "Kirtan is the 5,000-year-old practice of sacred Hindu chant, where repeated musical mantras enable people to step out of their habitual selves and collectively open up to a powerful, spiritual sensibility."
Of course, Equal Vision was founded by raging Hare Krishna Ray Cappo when his straight-edge hardcore band Youth of Today broke up and he formed infamous Krishna-core band Shelter in the early '90s. Purchased in 1992 by label manager and fellow Krishna Steve Reddy, Equal Vision has also released music by other Krishna hardcore bands over the years. But, really, a full label of "sacred" music seems like a gamble in these volatile times for record sales, "sacred" or not. Then again, these Christian crybaby metallers are still going strong.
Equal Vision's sub-label will also sell apparel and hopes to "create a fashion statement through ecologically sustainable methods... and designs that bring the ancient and the modern together in a blend of surfer meets yogi meets punk rock, but all ultimately to lift consciousness and bring true peace."
Besides the fashion and music, it's no surprise that Mantralogy also promotes Krishna events, such as January's Chant4Change in Washington, DC at the presidential inauguration.
Mantralogy's first signing, Gaura Vani, "blends western instrumentation, rhythms and harmonies with traditional chants and melodies, citing influences like Beck, Björk and Peter Gabriel," according to the press release. Vani and his band perform in yoga studios and Krishna temples, as well as at regular venues and festivals. His latest album, Ten Million Moons, is available on iTunes' World Music homepage.
And somewhere amongst all of this there's a really good joke about selling flowers at the airport.