Southern Lord Records was founded in 1998 by Goatsnake guitarist Greg Anderson. The label specialized in what could be considered "non-traditional heavy metal" like slow-moving doom, drone, and stoner rock featuring bands like Earth, Sunn O))), and Pelican. As time passed, the roster and the sound of Southern Lord expanded to include black metal, hardcore and crust punk. Their reputation is such that if a band is worthy of being on this record label, then it is definitely worth listening to.