Profound Lore Records

{{short description|Canadian independent record label}}

{{Infobox record label

| name = Profound Lore Records

| image_name =

| image_size =

| image_bg =

| parent =

| founded = May 2004

| founder = Chris Bruni

| status =

| distributor =

| genre = Extreme metal, heavy metal, experimental

| country = Canada

| location = New Hamburg, Ontario

| url = {{URL|www.profoundlorerecords.com}}

}}

Profound Lore Records is a Canadian independent record label founded in May 2004. The label primarily focuses on releasing extreme metal and experimental albums. {{Cite web |title=Meet Profound Lore Records founder Chris Bruni, the face of modern metal |url=https://ew.com/article/2014/08/15/profound-lore-records-chris-pallbearer-witch-mountain/ |access-date=2023-12-24 |website=EW.com |language=en}}{{Cite web |last=Staff |first=Invisible Oranges |date=2011-09-14 |title=Interview: Chris Bruni (Profound Lore Records) |url=https://www.invisibleoranges.com/interview-chris-bruni-profound-lore-records/ |access-date=2023-12-24 |website=Invisible Oranges - The Metal Blog |language=en-US}}

It "began as the 'hobby-like venture' of a few friends but, over the past six years, the label has evolved into a one-man enterprise, shaped a distinct 'aesthetic identity' and provided owner Chris Bruni with a full-time job."{{cite web|url=http://exclaim.ca/MusicSchool/LabelLife/profound_lore|title=Label Life: Profound Lore|last=Wiebe Taylor|first=Laura|date=April 2008|work=Exclaim!|access-date=9 July 2009}} Notable artists who have published their work by the label include Agalloch and Bell Witch.{{Cite web |url=https://echoesanddust.com/2013/10/hidden-currents-profound-lore-records/ |access-date=2023-12-24 |website=echoesanddust.com |title=Hidden Currents - Profound Lore Records |date=20 October 2013 }}{{Cite web |last=Keenan |first=Hesher |date=2023-04-18 |title=Bell Witch Announce Surprise Album Out This Friday |url=https://www.metalsucks.net/2023/04/18/bell-witch-announce-surprise-album-out-this-friday/ |access-date=2023-12-24 |website=MetalSucks |language=en}}

The label has been described as having imbued brand loyalty to some fans.{{Cite web |last=Gitter |first=Mike|date=2012-08-16 |title=Profound Lore Records Founder Chris Bruni on His Path to Success |url=http://noisecreep.com/profound-lore-records-founder-chris-bruni/ |access-date=2023-12-24 |website=Noisecreep |language=en}} The label received criticism from The A.V. Club for distributing National Socialist black metal artists.{{Cite web |date=2017-03-06 |title=Metal music still has an unaddressed Nazi problem |url=https://www.avclub.com/metal-music-still-has-an-unaddressed-nazi-problem-1798258676 |access-date=2023-12-24 |website=The A.V. Club |language=en}}