Zakk Wylde for the business, branding and creation of Java Valhalla Coffee

Few musicians maintain the busy schedule of guitarist Zakk Wylde, who balances duties with rock icon Ozzy Osbourne along with his role in projects such as Black Label Society, Black Sabbath’s tribute to Zakk Sabbath, a reunited Pantera, curation of the Berzerkus festival and a coveted spot. as part of the “Experience Hendrix” tour the salute to the legendary ax Jimi Hendrix.

His custom bullseye guitars are instantly recognizable, just a small part of the unique sounding brand Wylde has created.

What feeds it? Since 2012, Wylde has teamed up with coffee maker Death Wish Coffee Co., participating in the creation of its Valhalla Java Odinforce Blend, another blank canvas for an artist and entrepreneur who wants to create.

“When we were talking about doing something together, they sent us a bunch of different mixes. Because I was like, ‘I want a dark roast, but with a lot of flavor. And, also, you should put a few shots of espresso in it.’ That’s what I wanted it to taste like,” Wylde explained during a recent conversation, emphasizing his involvement in the project. “So they sent a bunch — some different mixes that they had. And we found it. It was so easy. ‘This is the best one here. It tastes like there’s espresso in the coffee, a double shot.”

For Wylde, it’s imperative to go beyond the usual celebrity name approach to the product, taking ownership while driving market entry.

“To me, it wasn’t really any different than guitars and amps and pedals: Why would you adopt something you don’t use? I never understood that,” Wylde said, illustrating his approach to overcaffeination. “Throughout the years, when I was playing Gibsons, I played My Gibsons. And they made them to my specifications. My amps with Marshall, it’s the same. ‘Guys, can you do this, that and the other?’ ‘Yes, Zakk, we will do as you wish,’ he said. “So, same thing with coffee. I just love having my Odinforce Blend in the morning while the sun is rising. It’s wonderful. And when we’re on the road, I always bring a bunch of it with me. The tourist bus is equipped. That’s the main ingredient actually, besides the gas on the bus: make sure there’s Odinforce on board!”

Having worked alongside Ozzy since 1987, Wylde is clear about the critical component needed for any new effort.

“With anything in life, you’ve got to have a good time while you’re doing it. Hands down,” he said. “Either that or start your own company. We’re going to start small and then we’re going to start growing this thing. At least then you have the freedom to do whatever you want to do,” said Wylde, who created Wylde Audio- in 2014, partnering with Schecter Guitars for distribution. “I think the key to everything in life is in relationships. I have been with my wife forever. You should enjoy your situation. And have fun while you’re doing it. I’ve never been in a group where I wasn’t having a good time or being around people I didn’t like. Otherwise, I wouldn’t be in that situation. It’s all part of being in a group and being independent.”

By joining Ozzy’s band, Wylde entered the pinnacle of the major label system, some 15 years before the rise of the Internet as the primary source of music consumption.

After the rise of online streaming over the past two decades, sales of physical media began to crater, making it difficult for artists today to monetize recorded music, a drastic change from the good old days of the 80s and ’90s fueled by the advent and convenience of the compact.

With his hands in many different fields now, Wylde is clear about the importance of keeping a keen eye on the business side.

ForbesGeezer Butler of Black Sabbath on new book ‘Into The Void’, writing ‘War Pigs’from Jim Ryan

“With Ozzy, it was pretty much like living at your mom and dad’s house. You’re not worried about, say, taxes. Mom and Dad covered everything, you know what I mean? Mortgage payments, insurance. (Laughs) I mean, you and I are just talking about the new Zeppelin album that just came out,” the guitarist said with a laugh, illuminating the change in his approach over nearly four decades. “But I remember Oz telling me all the horror stories. With Saturday or this and that. He says, ‘Zakk, because we didn’t pay attention! We just thought, Oh, they’ll take care of it. If you are not ready for this, then this is what will happen. So there is some responsibility. And you have to embrace that,” the guitarist explained.

“It’s really amazing. At Berklee or the Institute of Musicians now, they teach classes for musicians – business classes, so they won’t be undone. Because it really is the truth: usually, as a musician, all you want to do is play – and not deal with the rest,” he noted. “Take Gene Simmons. People can hit Gene. But look how all these other musicians with massive hit songs that sell bazillions of records and merchandise, pack out arenas or stadiums, and they’re done. And Gene was just like, “That’s not going to happen to us.” From day one!” recalled Wylde of lessons learned from the Kiss bassist/vocalist co-founder. “So whenever someone asks me, ‘Zach, do you have any advice for my son or daughter?’ They want to be musicians…” Yes, you should be all in. Treat it like a mom and pop shop,” advised the guitarist. “You want to do this for the rest of your life, don’t you? You don’t want to have an unpleasant job that you hate. Well, then make the band and everything around it part of your daily routine. For me, it’s not work. I’m doing what I love.”

Last month, Wylde released Black Label Society’s latest single/video “The Gallows” and, in his spare time, continues to work hard on a new Black Label Society album (with a Friday black until December 2, 2024. up to 50% off select BLS products).

Set to kick off a Zakk Sabbath tour on December 1 in San Francisco, Wylde will continue with Pantera for a series of European and American dates in support of Metallica starting in January, before another Experience Hendrix run set for in March, taking it to 2025.

It’s the kind of live show that will demand caffeine, with Death Wish offering a range of Black Friday discounts and specials at Valhalla Java via Shopify and Amazon’s Turkey event from December 12 to 2 (as well as Prime Lightning deals on December 1).

“Everything will be better after you take a sip of Valhalla Java,” Wylde boasted with a smile. “If you stubbed your toe in the middle of the night, the pain will subside. If you and your wife have been fighting, you both have a cup of Valhalla Java and you’ll never fight again. Once again, Valhalla Java has made an upgrade! Just drink!” the guitarist said with a laugh, humorously pointing out the supposed side effects of the drink he’s concocted in the bean, grind and legume varieties.

“I just love doing it all,” Zakk Wylde said. “So I think the whole key is just having fun with it, man.”