Hello Thor

There are many people who do weird and wonderful things around the Nottingham music scene; you'll usually find them trawling Selectadisc for bargains, propping up the bar in the Malt Cross or discussing what exactly does make Rob's Records smell so, erm, unique. Three such beings are the swashbuckling super-brains behind burgeoning new outfit Hello Thor Records. Nick Lawford, Anders Knight and Tom Whalley decided to put courage in their vinyl-addiction-convictions and create a label of their own.

However Hello Thor was sparked more by the desire to release a record by Fists than anything else. Having lurked around Nottingham under the guise of The Fist of the Champions since 2003 the four-piece make incredible casio-driven country-tinged pop and have long promised to replace Scout Niblett at the head of Nottingham's lo-fi table. "Firstly, Nick, Tom and I went to see Fists play live and just knew we had to sign them and get their music out there," says Anders, Supreme Head of Facial hair at the label. "Although we're all fairly lazy and incompetent in our own ways, we just can't sit still so we're bound to end up doing more and more things to satisfy our urges. Oh, that doesn't sound right – scrap the bit about urges!

"We've also heard that there's a movie version of (Marvel Comics') Thor being made and so our big ambition is to get Fists all over the soundtrack."

Setting up a label is something many people dream about, not least people like me who can't sing or play a tune for sticky toffee. Depending on your approach; starting out can raise many concerns: distribution, reliable A and R, good promotion, printers, pressers and, of course, ca$hflow. But it is the triumphant trio's approach to the Hello Thor project that is so inspiring, focusing entirely on the endless opportunities, rather than the constraints. Nick: "Somewhere along the line we got sidetracked by putting on gigs, dressing up as Vikings, organising art exhibitions, selling t-shirts and producing DVDs as well."

This was showcased beautifully by their recent gig at the glorious new Hand and Heart Gallery (Derby Road). Would-be signings Ox & Lamb conjured tricks from keyboards whilst fireworks blazed above the glass roof as Dan Toporowski's illustrations and animations adorned the walls. It perfectly surmised Hello Thor's ethos: "Be nice. Listen good. Party well." Not least as they choose to host their gigs at places which serve sherbet.

The label's roots are already long lost in a cauldron of projects that leaves its creators stood majestically over Nottingham like some DIY Dons. Anders is a veteran promoter principally responsible for Supernight, a regular shindig which took Ronseal's 'exactly what it says on the tin policy' very seriously. Claiming the likes of Fonda 500, Late of the Pier, Chik Budo and Joey Chickenskin in its illustrious past Supernight embraced all that can be achieved in DIY promotion and ran with it. Tom Whalley is also quite some character. He spends his days whiling away in the tax-payers-cash-lined corridors of BBC Radio Nottingham but by night his trademark flat-cap and stack of records can be seen bobbing and weaving about like Amir Khan on a swing-ball.

None of the above would be printed if it wasn't for the Not in Nottingham podcast. Established in 2005, what began as Mr Whalley and a few mates mucking around became a staple in Nottingham's DIY culture, the mysterious 'ear to the ground' that's always so sort after suddenly came in one 50-minute package crammed full of local bands, news, reviews, comment and daft experiments. Showcasing the likes of Yunioshi, Spaceships are Cool, Cuban Crimewave, Polymath and We Show Up on Radar never has a PSB or commercial radio station been able to air such a perfectly formed, funny and engaging show which displayed what opportunities podcasting has presented us with.

Yeah, I'll Play It Later is the collective's latest incarnation – a group of DJs empowered and excited by the possibilities of spinning reggae, jazz and rockabilly in the dingy majesty of the Moog and the Loggerheads. Tom: "We are essentially a nicer version of the Wu-Tang Clan although we argue about which one of us has to be U-God, cos he's rubbish isn't he?"

Prospective signings include ridiculously newly-renamed Pork Swords (formerly Death By TV), Icelandic electro tigers Bloodgroup, French artpopstrels Die Baise, "a moog band from Argentina that we've got our eye on", the digital shitstorm that is Battle!Cat! as well as the very lovely Poppy Seed all lined up to appear (fingers & badges crossed) on Hello Thor the future is bright for the project-piling collective. So do they have over-arching ambition for world domination? Nick: "Personally I'd like to track Thor down too…if we get time."

Alex Lawson writes the fanzine, ShadowPlay (www.shadowplay.org.uk), and hosts Jumpers for Goalposts at the Alley Café, 3rd Thursday of each month.