|Reviving the Label
In the fall
of 1999, Resistance Records purchased a Swedish competitor, Nordland
Records, thereby doubling its inventory to include an estimated
250 different titles and nearly 80,000 CDs, and making Resistance
the only North American company currently carrying certain CD titles.
Pierce is also constructing a warehouse on the grounds of his compound,
to store his growing inventory.
does not record or produce music on the premises. Staff simply fill
orders sent in by mail or via the company's black-and-white Web
site, which features a full catalog, links, sound clips, updates
and ordering information.
As of early 2000, according to Eric Wolf, orders were generally
filled within a week of placement.
Alliance is also promoting Resistance Records with a banner ad appearing
on its own Web site that begins with an ironic admonition reminiscent
of many of the album descriptions: "SURGEON GENERAL'S WARNING: The
lyrics and images promoted by Resistance Records are not for the
faint of heart or the excessively genteel."
Erich Gliebe, who heads the active, well-organized National Alliance
unit in Cleveland, Ohio, to serve as full-time manager and promoter
for Resistance Records, working from his home there. A former boxer
and hatecore concert promoter, Gliebe's job also includes searching
for and signing new talent to the Resistance label, as well as editing
Magazine's Winter 2000 issue was published in February to a
significantly better reception than the previous one. As a glossy,
64-page publication, Eric Wolf noted, the magazine is already "MILES
ahead of 99% of other racial magazines out there." Gliebe is listed
as sole editor, while Pierce remains publisher. Gliebe's opening
editorial discusses his roots and the importance of "White Power
music ... to awakening and mobilizing the White youth of today into
a revolutionary force to destroy the system," as well as the idea
that "We especially want to strengthen our bonds with fellow White
nationalists in Europe." Pierce's Message from the Publisher, appearing
on the opposite page, amplifies this theme, while speaking of the
company's overall aim "to make resistance music have a much bigger
impact on young people in the future than it has had in the past"
and of "building Resistance Records into the musical arm of the
Aryan revolution." The magazine's contents include several band
interviews, an interview with Matt Hale, 28-year-old leader of World
Church of the Creator, an article on "The Fallacy of Leaderless
Resistance," and a piece by Pierce titled "Lies, Murder and Jews:
The Columbine High School Massacre," discussing alleged "Jewish
media spin" surrounding that horrific event.
speaking, the Resistance label appears to be performing modestly
well, relative to the dozens of small, independent music labels
operating in the United States. Most CDs listed on the Resistance
Records Web site are tagged at $14.88-$15.88. Resistance spends
only a few dollars each to produce and ship the CDs, plus a small
fraction in band royalties. Lately, the company has reportedly been
receiving about 50 orders per day, with each order averaging about
$70 worth of merchandise. That adds up to more than $1 million in
annual sales. Considering these figures, Resistance Records has
the potential to pump substantial monetary muscle into the National
Alliance. However, considering its volatile history checkered with
constant ownership changes, it remains to be seen what Resistance
Records' future holds.
Next: Destination Unknown