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Abstract This article explores the design strategies of four record labels associated with the growth of an explicitly far-right sub-genre of punk in the United Kingdom between 1979 and the early 2000s: Rock-O-Rama Records, White Noise Records, Rebelles Européens and ISD Records. While Rock-O-Rama saw the inclusion of the genre as simply an extension of their existing business model, the other labels were established specifically to support the activities of a small number of explicitly far-right groups who were blacklisted by mainstream producers and distributors within the music industry. These labels were also able to develop independent, do-it-yourself approaches to marketing, promotion and distribution that bear striking similarity to other sub-genres of punk and post-punk in the United Kingdom and Europe, particularly the politically activist hardcore and anarcho-punk scenes. Earlier examples of record covers that employed ambiguous visual metaphors to evoke a mythical Aryan identity were eventually superseded by the emergence of a more extreme form of visual communication that utilized overtly racist images alongside symbols with specific coded meanings to demonstrate a commitment to the white nationalist cause. These visual strategies were to become more explicit as far-right punk scenes moved to embrace fascist ideologies in the 1990s and beyond, as connotations of brotherhood, persecution, endurance, Norse mythology and the nation eventually gave way to direct calls-to-arms and pledges of allegiance with White Power and neo-Nazi terrorist groups.
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