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 heroes of the industry. Today, the ugly hug is highlighting the work of our friends over at We Be Friends Records. 

We Be Friends is an immersive and cherished New York-based record label run by Justin Randel. With an emphasis on community, We Be Friends was built upon the simple pleasure that is sharing music and the deep bonds that can follow. Along with his own project called Reaches, Justin has cultivated a collection of expansive and truly unique projects from beloved artists such as The Spookfish, Mega Bog, Dean Cercone, iji, sneeze awful, gosh! and many more.

We got to catch up with Justin over email correspondence to talk about how We Be Friends came to be, DIY videogames and cultivating community through fermentation and music.

Shea Roney: What sparked the idea to start a tape label? Was there a particular moment of inspiration that made you take the leap? What goals did you have in mind when starting the label? 

Justin Randel: Unfortunately, I started this label because at the time a bunch of friends and myself were on labels that weren’t sending us any form of sales reports. I had friends playing Pitchfork and others that were having their record repressed, but nothing, no word from the labels. This was pre-streaming too, so it was obvious something was up and something needed to change. I was pretty stubborn and naive about what a tremendous amount of work running a label is and just how difficult it is to get press attention as a newbie and relative unknown, but in the end I’m glad I did this. Although this was a much harder route, I think it’s important to try and shape a more just existence.

SR: Can you share the story behind the name of the label? We Be Friends has such a welcoming tone to it and that feels to transcend into the community that you have built out of it.

JR: When I started this label, I was at the height of my fermentation fever. I wanted to ferment just about everything which included making sometimes good, sometimes questionable beers and wines. The idea was that every album would come with a bottle of something which was easy to pull off because this was also a time where pretty much all shows happened in a warehouse or basement. The state of Illinois does not allow homebrewers to sell alcohol; however, it does allow a person to give alcohol away to friends. Pretty much everyone is just a short conversation away from being a friend.

SR: Do you have any collaborators that help you run the label, and if so, how does that shape the way you function? You also partner up with many other indie labels to share physical releases.

JR: Ugh I freaking wish I had collaborators. I regret starting this label on my own because it can take so much time, energy and self-assuredness. I’m definitely an optimistic person, but traversing the ever-shifting musical landscape is arduous.  It can be difficult to wake up every day and tell yourself, ‘yes, this is a great idea’. As you mentioned, I have partnered with Solid Melts, Chinabot and Orindal in the past. These partnerships came about because at the time, we all just felt that we really wanted people to hear those albums. I like doing joint releases like this especially in the case of Chinabot where the label is in a different continent because it can feel silly at times sending just one record or tape to another part of the world. 

SR: Who was the first artist you worked with and how did that come to be? How do you find the artists you work with?

JR: The first artist was myself. To this day, anytime I try something new like a new plant or release technique, I try to use my own projects as the tester just in case something goes south. It’s all just friends or friends that I met on tour. Although I do appreciate and listen to every submission, I do think of this less as a label and more as a community archive.

SR: What’s it like bringing an album from concept to reality, especially when making physical media? Are there any parts of the process you particularly love—or find challenging?

JR: Honestly, I find all of it extremely exciting and sometimes a little nerve wracking when a lot of copies of something show up at my door.  I think the only challenge I really feel is that while writing press, I do not do that press agent thing of sending the same or nearly the same email five times. I just can’t bring myself to do that. Lately, I’ve also gone back to the old days of sending out physical copies. I am releasing these albums because I want to share albums after all. I keep learning new things with every release! I do try to do ‘better’ every time I release something, and I try to stay open to the way things shift or the possibility that I don’t know what I’m doing at all

SR: Working with Dan of The Spookfish, chatting on your daily hikes prior to the release of his album Bear in the Snow and the video game of the same name, was said to have broadened your horizon in the world of independent video game creators. You and The Spookfish also just released another soundtrack for a video game called To the Flame. Where has exploring this new community enhanced your perspective on creativity and are you looking to work further with video games in the future?

JR: I think when Dan first told me about DIY videogames, I mostly understood videogames as something a corporation with a big budget creates. I don’t think I necessarily understood it as art, but rather as a product which can feel similar at times.  It’s interesting and encouraging to know that a small group of friends or in Bear in the Snow’s case, just a singular person can create a video game or something that has the power to transport you out of presence in a positive way similar to the way music can for many of us.  Although I don’t have any current plans to work with a video game, I am open to the idea.

SR: For those who are looking to start their own tape label, what advice do you have for them?

JR: I think it’s vital to understand that music is not a competition and not to self-limit as you go along. A ‘no’ or the more often received ‘no response’ is not necessarily a ‘no’ a year from now or after you’ve accomplished a bit more.

Along with this series, our friends over at We Be Friends are offering a merch bundle giveaway! The bundle includes To the Flame (2024) by The Spookfish, Church (2024) by Ricki Weidenhof, Another Head (2023) by Alden Penner, Happy Together (2018) by Mega Bog and Pseudodoxia (2013) and I am Alive and Well (2016) by Reaches. Also included will be an ugly hug tote bag and stickers.

To enter the giveaway, follow these easy steps below!

1. Follow both We Be Friends and the ugly hug on Instagram.
2. Tag your music friend.
3. Comment your favorite hiking spot.

The winner will be picked next Monday, January 13th, and will be contacted through Instagram.

All of these releases and more can be found on the We Be Friends bandcamp page in limited quantities.