To me BLOODY HAMMERS is what the Hammer movies where to cinema. An escape from reality for a bit. With a new album and a new label they are back to answer my questions. Answers by Devallia. Anders Ekdahl ©2016

When you released that very first album did you ever imagine that the journey you started there and then would take you this far? What has been the single coolest thing that has happened so far?
-When the self-titled album came out, it was a digital only release on Within 24 hours, Bloody Hammers had an offer to sign with SoulSeller Records, which was completely unexpected. Later came the offer to sign with Napalm. Several great things have happened, but it’s pretty hard to top playing Download Festival in the UK.

You have a new album out now that you are promoting. What are your feelings on this one? How does it fit in with the rest of the back catalogue?
-This album is synth heavy and has more of a gothic twist than the previous releases. It was written during the winter while snowed in at the top of mountain for days on end, so it kind of makes sense that it turned out that way. It does have an overall horror vibe and moments of doom metal, but the similarities stop there.

You’ve always had a kinda horror movie theme to your aesthetic. How does this continue with this new album?
-The horror theme is influenced by movies, and also real-life horrors. ‘Stoke the Fire’ is a reminder of the merciless witch trials… ‘The Reaper Comes’ as natural as death is in life, is also a pretty disturbing thought.

I am old school. I like really cool album covers but from what I’ve gathered bands tend to spend less on art work because people don’t buy records, they download songs. What are your feelings on this matter?
-The first album cover photo was a complete fluke. I was doing photography for model Veronica Steam, and at the last minute handed her some torches and asked her to wear a goat mask made by Christopher Lee. Veronica was fine with us using the photos, so the album cover art was free, and seemingly quite effective. We have also paid a digital artist for cover art, with equally good results. The point is that in our experience, an album cover does not have to cost a lot of money to draw in listeners who are willing to buy.

When you released that first album you were kinda like a formless entity. Does it feel like you have carved your own niche now? Can we speak of a BLOODY HAMMERS sound?
-That is really up to the listener to decide. We just go with whatever direction we feel at the time and probably too close to it to label it. We’re good with whatever genres people want to use to describe it.

Do you notice that there is an anticipation for you to release an album? Have you built a large enough following for people to eagerly await a new album?
-We release music that we dig, and sincerely hope that other people like it too. When an artist or band gets into the business of pleasing everyone all of the time, it is easy to artistically paint oneself into a corner, which is creatively stifling and it becomes labor instead of art.

I get the feeling that fans that are true to a band is a lost thing with the easy access to music these days. Do you feel that this is a bad thing or are there any positive aspects of it at all?
-Bloody Hammers has something of a following, though they are spread out all over the world. We do notice and appreciate every person who acknowledges our social media posts, buys the album if they like it, and comes to gigs when we play. It means a lot to us!

I don’t know what it is like for you guys but it seems to me that the huge arena tours aren’t as frequent today as they used to be. Do you notice that there is a decrease in live interest for smaller to medium bands today? How do you get people to come to live gigs?
-It seems that stadium tours are mostly reserved for bands that have been around for at least a decade and/or had exposure back when MTV actually played music. Of course there are exceptions. We are happy to have played the clubs and festivals we have. Bands In Town seems to be the best way for us to let people know when we are playing live.

Now that you have some touring experience behind you, is there a difference in audiences? Where do you find the most insane audience?
-The best audience is when people rock out to the music in the front row, without a care in the world. We have witnessed this on several occasions, which we love.

What does the future hold in its womb?
-If we get a tour offer that makes sense, we will absolutely do that. In the meantime, we will amuse ourselves with wood carving Spirit (Ouija) Boards and unique wall art designs. We started a shop called Drab Haus to provide an outlet for our carved art.

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