Say what you will about Victory Records – and chances are you have, even if you’re in a band that was once on Victory – but it’s hard to find a label with a better sense of marketing and a better understanding of its audience. Its lasting success can of course be attributed to its decision to move away from the buzz cuts ‘n’ bros hardcore on which the label was initially focused and releasing albums of mutated ‘core (post-hardcore, metalcore and later deathcore) and fringe genres that the hardcore kids could grasp on to (third wave ska, indie rock, emo, etc.). A label that can run an ad on MTV2 for Hawthorne Heights, Aiden, and Silverstein one minute and another for BTBAM, Darkest Hour, and Emmure the next is one dedicated to survival, even in an increasingly splintered music climate.

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