Heath Gmucs makes vinyl records for both audiophiles and collectors alike. Working out of Gotta Groove Records in Cleveland, Ohio, Gmucs is pushing the boundaries of creativity with astounding looking records and pairing great-looking records to great music. Gmucs has been running his independent label, Wax Mage Records, since 2015, where they’re all about creating uniquely designed records without sacrificing the sound for all types of artists.
“It’s a fully interactive and immersive way to enjoy music that you’re not going to get with an mp3 that you can press play and walk away from,” he says.
Wax Mage creates custom, limited-run vinyl pressings with intricate patterns, in collaboration with artists of all genres. Gmucs’ designs draw from space or candy themes, like “Nebula” or “Gobstopper,” all with intricate patterns and swirls of color. Wax Mage started with just Gmucs pressing his own designs at Gotta Groove Records but has now become a full operation, running 24/7 with almost 55 workers bringing these designs to life.
Gmucs always had one foot in the music industry before beginning Wax Mage, starting as a touring musician while working blue-collar jobs on the side. He joined Gotta Groove Records for the first time in 2010, feeling a spark after taking a tour of the plant with a resume in hand, he says.
“It was kind of serendipitous,” he says, “I found something that not only was in my wheelhouse— the manufacturing— but it was also something that I was passionate about, which is music and vinyl.”
Gmucs learned how to the operate the machines and work with the materials right on Gotta Grooves floors, starting in packing and making his way up the machines. He learned from old machine manuals and working with other operators, he says.
“I was the worst packager ever because I was daydreaming watching those machines press,” he laughs.
Every one of Wax Mage’s designs was born out of Gmucs’ experimentation behind the presses at Gotta Groove Records. He spent the later parts of his shifts playing around with scraps and different PVCs to see what combinations he could come up with.
“My wheels just started spinning,” he says. “I just started experimenting from there with what I learned…It took me a couple of years to be able to perfect the process.”
Gmucs has a lineup of select designs he curates for each artist he works with. With each order he spends time researching the artist and selecting colors and patterns to match the album art or the vibe of their music, making each pressing intentional and unique.
Gmucs always found himself drawn to the intimacy and the whole experience of vinyl, he says.
“I’m really big on the sound of vinyl, the warmth of it, the interaction with it, the nostalgia of it. When I get a record, it’s a big deal,” he says. “I take the plastic off, turn my turn my system on, I take the record out and I’m looking at the record, and then I’m looking at the album art. If there’s inserts, I’m looking at the inserts. I’m looking at the art. I’m reading the byline, the thank yous to everyone involved in making it. By the time I get through that it’s time to flip the record again and get another beer.”
Gmucs soon sees Wax Mage in a brick-and-mortar, selling his customs and others. But for now, he’ll keep pressing vinyl, working with new artists, and experimenting with PVC.
“I think it’s just as rewarding is playing a good show, if not more sometimes,” he says. “I’m lucky to have the job that I have and to be able to do the work that I do for other artists and musicians.”
Photos courtesy of Wax Mage Records
