As a small music journal, we rely heavily on the work of independent tape labels to discover and share the incredible artists that we have dedicated this site to. Whether through press lists, recommendations, artist connections, social media support or supplying physicals, these homemade labels are the often unsung heros of the industry. Today, the ugly hug is rolling out a new series called the tape label takeover, highlighting individual tape labels that we have grown to love, with our friends over at Anything Bagel kicking us off.

Anything Bagel, a vibrant tape label run by Jon Cardiello and Sandy Smith out of Butte, Montana, is driven by a deep passion for DIY music and community. This duo produces limited-edition, screen-printed tapes that capture the spirit of DIY craftsmanship. With a focus on small-batch releases, Anything Bagel has cultivated a distinct identity that resonates with music enthusiasts, offering something truly special in every release. In this interview, we explore their journey, creative process, and the inspiration behind their one-of-a-kind label.

This interview has been edited for clarity and length

Kat Curey: What sparked the idea to start a tape label? 

Jon Cardiello:  I think it was 2015-2016 when we were getting into the DIY music world, and I had lived in New York for a little bit and we were kind of following a couple cool little tape labels. MT. Home Arts was one that we really liked that was making these screen printed tapes out of New York. We were also into Sleeper Records out of Philly and there were some in the Northwest that we were into, but it didn’t really feel like there was anybody we knew doing it in Montana that our bands could put projects out on. I felt like kind of being voyeurs into other people’s scenes but there wasn’t really anything in our scene that was doing this and so you know I think it was with my first solo album, Placid Lake, that we were finally like, well maybe we should just take the jump and just do it so that we’d have something to release our bands projects on, and also our friends’ bands. 

Sandy Smith: We also wanted to get into screen printing as a practice, and it was kind of an excuse to learn more in that world.  Jon had done some printing stuff before but we had a couple of friends in Missoula who were incredibly talented screen printers, Max Mahn of Twin Home Prints, and then Foster Caffrey. Foster especially helped us with specifically printing on tapes, and how to translate some of the stuff to record label-specific printing, and Max is just an all-around whiz and so invaluable, keeps teaching us stuff; he is incredible because he’s really, really good at it, isn’t annoyed when we have beyond beginner questions like, okay, “I understand that’s how you’re supposed to do it, but what if we wanted to do it like really cheap and shitty in a basement, how would we do it then,” and he was even willing to help us figure that out too.

KC: Can you share the story behind the name of the label? 

JC: I feel like we were trying to think of something that felt representative of our friendship, and at that point in time, I wasn’t living in Montana, I was either in Seattle or New York and I would always come and crash for extended periods of time in Sandy’s basement to do music stuff and I think we just ate a lot of bagels is why that came up.

SS: Like one a day, 1.5 a day average; there were a lot of days with more than one bagel.

JC: We both really like bagels so something bagel-related was one of the many brainstorm ideas.  And then I think we also just liked the idea of a label name that doesn’t necessarily sound like a label.

KC: As a duo, how do you divide the roles between each other, and how does that shape the way the label runs?

JC: The screen printing we always do together aside from a few exceptions when one of us was too busy or something, but I feel like it’s incredibly time consuming to do it that way. That keeps us kind of going at a slow enough pace where we can’t take on too much, which I think that’s been good for making it sustainable. We just always end up getting together to hang out and screenprint, which is fun. And it just reinforces the parts of it that we like most, which is the art, the music and the community, even when it’s just us two hanging out getting excited about music. 

SS: It’s fun. We listen to cassette tapes and print together. I think we get a lot out of it.

JC: It’s always good for filling the tank of why it’s all worth putting in so much time into this passion project. Generally I do all the design stuff because I have a background in that. Sandy duplicates all the tapes and generally folds and glues the packets after we print on them. Sandy has kind of taken over the press department. We used to do that together.

SS: We still mostly do it together [laughing].

JC: Yeah we do a lot together.

SS: Jon has been dealing with most of the uploading and digital distribution stuff. And it’s a whole thing. There was a time when Jon’s job was really chill and it was a fun thing to do in the day. Now Jon’s job is less chill so we might be reconfiguring slightly.

KC: What motivates you to keep the label alive, especially with how digital music dominates today’s scene?

JC: Yeah it’s kind of amazing that now we’re at release 28, but we’re still sticking to the exact same cassette tape runs that we started with. I feel like we really like the art aspect of making physical merch, we know how helpful it is as a band to be able to sell merch on tour. I feel like if there wasn’t a physical element of it, we just wouldn’t do it. And for me in terms of buying tapes and stuff these days, I feel like my main reason is in direct opposition to the streaming world where I think I just literally would forget about albums, or I do all the time if I don’t have a physical copy of it. Where it’s like ‘oh, that was one of my top 20 albums of that year but I totally forgot about it because I didn’t buy it.’

SS:  I think that some of the art object thing is also just a physical object that someone had to put an inordinate amount of time to make the thing exist and it feels precious. But also it’s not like fully giving it away, but it’s close. The tapes don’t really make much money. They’re more there as a representation of the music and the object as a playable thing that actually produces a cool sound. It’s as much the thought of the thing for me that does it.

KC: How do you find the artists you work with? Is there a special connection or vibe you look for? 

SS: Well, I’m A&R on the team and let me tell you, it is difficult [laughing]. It’s nice now we’re going to be putting out some recurring artists. We’re going to put out a Zinnia album. We’re going to put out Jon’s album, and we’re putting out the next Vista House, which is really exciting. 

JC: It’s nice that right now there’s a little bit of a roster and not necessarily room, we’re already penciled out well into the middle of next year with releases. But fortunately it’s mostly been in the past year or two, people reaching out to us to see if we would put stuff out. It definitely makes life a little bit easier, but we tend to listen to the project and usually do not have any room or time to do it, but then if it is something that we just like so much we try to figure out a way to make it happen.

SS: Like with Levi Minson who we just put out, is someone who actually just reached out to us via Instagram. They had submitted their last album and we were psyched about it, thought it was great, but we didn’t have the bandwidth to do it at the time. And then they sent us this most recent album, Violet Speedway and we both loved it. They were flexible enough that we could go far enough out into the year that worked out for us and for him. So to answer your question, it’s that right now, mostly people are submitting stuff to us. 

JC: It very much started out super close to home with our bands, our partner’s bands, our sibling’s bands and Missoula bands. And then it kind of chugged along and took a couple jumps into different scenes which has been neat. An original goal of ours was always to tie the Montana scene into a greater network of bands.

SS: DIY bands, especially. 

JC: Yeah. So it’s cool that it’s spread out quite a bit since the beginning.

SS: Now there are little pockets. There’s some bands from the Northwest, there’s a little pocket in Montreal and Toronto and some Philly bands too. And then we’re going to help release a split seven inch record with a bunch of labels around the world for a French band, which will be the first European band.

JC: There’s a Tokyo label, a German label, some French labels and us [giggles].

KC: What’s it like bringing a tape from concept to reality? Are there any parts of the process you particularly love—or find challenging?

JC: That part is a pretty fun part of the process. I guess in the most literal sense, we order blank tapes with no music on them and then we make a master tape at home. I upload all the music onto Logic and then burn it on to a master tape that we used to duplicate. We used to have this super sketchy duplicator and it would do one tape at a time. 

SS: Our new duplicator is still one at a time and it still ate some tapes on the last run [laughs].

JC: Yeah it usually eats some tapes. We order a few extra [laughs]. And then we order blank card stock so it’s like an unfolded jacket that we screen print onto them. And that process is pretty fun where I’ll work with the artists with whatever the digital art is for the album and we’ll kind of come up with a screen printable version that somewhat references the album art, but it doesn’t have to be exact. Then we print them, fold up the jackets, glue them, and ship them out.

KC: How many do you produce per album? Is it different depending on the album? 

SS: Usually 50. We’ve done some that are a little smaller. But usually 50. We like to do limited runs, where 50 feels like a good number. We usually just keep 10 to sell and ship the rest to the artist. Just because we know how nice it is to have merch to sell. But sometimes it’s a different model per release.

KC: The screenprinting aspect of your label is really impressive. Could you tell us more about how that process works?

JC: Well, it did start in extremely sketchy circumstances where we didn’t know what we were doing or have any of the equipment. And so it started when I lived at the farm and we would do it in the basement and we tried to expose screens with just a single light bulb. 

SS: With a single UV light bulb. Like a small regular lightbulb. 

JC: There was always just so much trial and error in that process where it’d be like we were both working and would get together after work to try to do this thing and it would just fail and we’d have to re-wash out the screens to try again the next week or whatever. And there was a lot of time spent without a washout sink where I’d be in my alleyway in the freezing cold washing out screens. There were definitely times where it felt incredibly ridiculous to do that as part of it. Most tape labels just print out J cards off of a printer which makes a lot more sense. 

SS: Which makes so much more sense than the way we do it. The way we do it is so much work. 

JC: I think we stand by that. I think that actually it turned out to be an art practice for us too, which is really fun. We fully learned how to screen print and now finally I have a washout sink in my basement that we don’t have to go out into the alley. This’ll be the first winter where we don’t have to go out into the alley.

SS: Seven years in and now we don’t have to go out and do an alley wash. That took a long time [laughs].

JC: We used to just not be able to print tapes for a couple of months, weather dependent.

SS: Yeah, we used to just not do releases from like December until March, mostly.

KC: Anything Bagel seems really community driven. How do you go about building those relationships, and why does that mean so much to you?

JC: I think that that’s the coolest part of it all, I think we felt really fortunate to have been around Missoula when we were getting introduced to this DIY community of bands coming through town to play shows. Then you’d make a friend on the East Coast, and then maybe eventually tour to where they live and get to play and see them again, and I feel that is the neatest part of music really. It’s finding all these people around the country that share this incredibly niche excitement over the same kind of music. And that happens on the internet too, but it’s really cool with music, getting to meet people and those friendships in person have been really cool.

SS: The community aspect started out literally where the first bands we were putting out were our friends’ bands and bands in the Missoula scene that we were really excited about. It’s not so much literal as physical, where it was all about proximity. It wasn’t the only driving factor, but there were a bunch of things we were really excited about that were really close to us. And there’s still a bunch of really exciting things that are happening close to us. But some of them have different homes and different people already doing the things. And it’s been really fun establishing a community that’s more based around the idea of the thing, that isn’t just physical. For example, even this Levi Minson release, he was excited about some of the other music we had put out and knew about it from that. Some are people that we have met physically, in real life, but live halfway across the country. But I do think that the community part of it is an incredibly important driving part of the whole reason we want to do it. And it is mostly just these people who are excited about making music, making art that they care deeply about and that they’re willing to put their time and an insane amount of effort into something that enriches their community and the lives of other people who happen to listen to it. 

JC: I feel like when we were in Wrinkles and it was a relatively active band for a while we loved meeting people through touring and making those connections.  But since then we haven’t been in bands that are really sending it with touring all the time, I feel like it’s really neat where this project has kept us connected in that way. Getting to meet really awesome, like-minded people around the country doing the same thing as us in different places. But since we don’t really get the chance to tour all that often, it’s cool that this is another avenue to make those kinds of friends.

KC: How does the DIY spirit influence what you do? Is there a part of that ethos that really resonates with you? 

JC: I feel like it’s been something that we’re always talking about, because it’s really tempting to always try to level up as a label, to maybe take the next jump with distribution and different label things that feel very businessy. I think coming from DIY music communities, where it’s kept us rooted in the things that we really care about, which is the music, the art, and the people, that’s kind of kept us grounded in making sure it’s always still a really good deal for the bands and not trying to get too crazy with it. Which I think has made it more sustainable at least for us to keep doing it.

SS: Yeah, it’s probably actively making what would be bad business decisions, but just for the sake of having it be something we like to do and that makes sense for us and the bands to still do it. Like economically, it doesn’t make sense, we’re not paying ourselves as labor at all. We’re not doing anything for money, and yet understand that the things we’re making, hopefully are able to make the band’s money. And then it’s a matter of putting in all that time and effort and still balancing it with having a life and needing to work jobs that do make money and figuring out how to have that all balance out. And most of the time that works out alright. Every now and then it’s a little much, but I don’t think that’s anything we want to stop doing anytime soon.

KC: What keeps you going and excited about what you do, especially on the challenging days?

SS: I think it’s loving the thing and just caring about it. We really do treasure this stuff and it’s always exciting to be a part of a release and the whole thing is ultimately such a rewarding and positive thing. Someone put in all this time to make this music and put it out into the world, and you get to help them realize that and I think that’s at least a big part of what keeps it going for us.

KC: Difficult questions but can you share a few personal favorite releases that you’ve worked on?

SS: We kind of love them all, it’s like picking a favorite child. Every parent does have favorite children [laughs]. I’ll start with the New Issue record. The last one that we put out, it’s so good. Absolutely love it. Adore that band. They’re also our friends in Anacortes. We’ve been out there a couple of times to record and have genuinely become friends with them and really like them as people.And they kind of told us that they had this album they’d been sitting on for a long time and we insisted they let us hear it and then insisted on helping put it out into the world and they’ve been great to work with and we really love that music.

JC: I feel like another cool one was Puppy Problems last year. That was another one where we were fans of Sammy’s previous 2018 album, when it was on Sleeper Records. That was truly one of our favorite labels that we were inspired by and so it’s really cool to put out bands that were Sleeper bands at one point. Sammy is just such a talented artist and person.

KC: For those who are looking to start their own tape label, what advice do you have for them and what do you wish you knew when you were starting out? 

SS: Do it. 

JC: Do it. 

SS: Just do it. I think to do it and to try to take steps to make it something you can do for a while. It’s just a matter of fitting it into your life in a way that makes sense and putting out stuff you love. 

JC: It is a lot of work, but it’s been incredibly rewarding and worthwhile. I feel like we did a lot of legwork in the beginning, years of ironing out the parts that we really wanted to put our energy into. It kind of took a few years for it to feel like that was working, even with the screen printing and trying to do little bits of press outreach here and there. But I guess, just stick with it. The first couple years might be slow going until it creates a thing, but we just need more and more little labels, because there’s so many good albums coming out all the time. And I feel like, if there are parts that you don’t wanna do, just don’t do ’em. 

SS: Yeah whether it’s like making a certain type of physical media press, if you don’t wanna screen print your tapes, lazy [laughs], but understandable. No, but set it up the way you wanna do it, and then do it.

KC: Last but not least, if you could hand select a variety pack of bagels, what would be in it? 

SS: Okay, start out with the classic, you know, like there’s an everything bagel in there.

JC: There’s got to be a Helena Bagel Company jalapeno cheddar bagel with plain cream cheese.

KC: Yeah, like an inordinate amount of cream cheese. 

JC: I still stand by Helena Bagel Co., it is like one of the best bagels I’ve found west of New York. 

KC: Yeah, I know. It kind of goes hard. 

JC: At least best in Montana, I’m saying. 

SS: Definitely. The tough thing would be, do we actually put in any sweet bagels? I’m not opposed. But next on the list you gotta get an Asiago bagel. They smell a little bit like farts when you toast them, but they’re so good. 

JC:  I don’t know if we were going to go sweet, though, I would say a cinnamon raisin. 

SS: Yeah, cinnamon raisin is good. I like a blueberry bagel. I don’t know, maybe it’s not everyone’s thing but I like that. 

JC: That was in my head, too. Toasted with strawberry cream cheese. 

SS: Yum. That’s good. 

KC: Get your fruit serving of the day.

SS: Ooh I think a poppy bagel is maybe a little bit underrated. I think I would almost always rather have an everything bagel than a poppy bagel, but they’re good. What I’m picturing would actually play well on both of them, but a poppy or an everything bagel with sun-dried tomato cream cheese. 

JC: Yeah. Pretty good. Can we say six bagels with their toppings? Because I feel like that’s important.

SS: What’s on the everything bagel? The beauty is it works with so much because it is everything. Anything and everything. 

JC: I think lox. 

SS: That’s an option?! I thought we were just doing cream cheese! Oh yeah, definitely lox. 

JC:  Lox and capers. 

SS: I mean, that one is the one I’m choosing every day for eternity.

KC: But what about the cinnamon raisin bagel? Did we discuss that? 

JC: You know what? It’s really sweet, but toasted with frosting. 

SS. Okay. I’ll go with it. I was going to go with just butter on that. 

SS: I’ll admit that the frosting is actually very good. It’s just pretty indulgent. But sometimes you need to be. 

Final verdict after much deliberation: Everything bagel with lox and capers, Jalapeno Cheddar with plain cream cheese, Asiago with Pesto, Cinnamon Raisin toasted with butter or frosting, Sesame with sundried tomato cream cheese, Blueberry with strawberry cream cheese.

Interview conducted and written by Kat Curey

Along with this series, our friends at Anything Bagel are offering a five tape bundle giveaway in celebration of independent music and journalism! The bundle includes the albums Violet Speedway (2024) by Levi Minson, Sun Into Flies (2022) by Joyer, Exit Music for Exit Wounds (2021) by Ash Nataanii, Lagrange (2023) by Panther Car and ionlyfitinyourarms (2023) by Pompey.

To enter the giveaway, follow these easy steps below!

1. Make sure you are following both Anything Bagel and the ugly hug on Instagram.
2. Tag your good music buddy.
3. Comment your favorite bagel and cream cheese pairing on the tape label takeover post!

The winner will be picked next Tuesday September 24 and will be contacted through Instagram.

All of these releases can be found on the Anything Bagel bandcamp in limited quantities.

Past ugly hug coverage of Anything Bagel artists!

• Levi Minson Exudes with Grace and Flow on Violet Speedway | Album Premiere
• New Issue share “Pottery” | Music Video Premiere
• ionlyfitinyourarms by Pompey | Album Review