Zakk Wylde On Business, Branding And Creating Valhalla Java Coffee

Few musicians maintain the hectic schedule of guitarist Zakk Wylde, who balances duties with rock icon Ozzy Osbourne alongside his role in projects like his own Black Label Society, Black Sabbath tribute Zakk Sabbath, a reunited Pantera, curation of the Berzerkus festival and a coveted spot as part of the touring “Experience Hendrix” salute to legendary axeman Jimi Hendrix.

His signature custom bullseye guitars are instantly recognizable, just a small part of the uniquely resonant branding Wylde has created.

What fuels it? Since 2012, Wylde has teamed with coffeemaker Death Wish Coffee Co., taking part in the creation of his own Valhalla Java Odinforce Blend, another blank canvas for an artist and entrepreneur willing to create.

“When we were talking about doing something together, they sent us a batch of the different blends. Because I was just 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,” explained Wylde during a recent conversation, highlighting his involvement in the project. “So, they sent a bunch out – several different blends that they had. And we found the one. It was that easy. ‘This is the best one right here. It tastes like there’s espresso in the coffee, a double shot.”

For Wylde, it’s imperative to go beyond the usual celebrity slaps name on product approach, taking ownership while guiding entry to the marketplace.

“For me, it was no different really than the guitars and the amps and the pedals: Why would you endorse something that you don’t use? I just never understood that” said Wylde, illustrating his approach to the highly caffeinated endeavor. “Throughout the years, when I was playing Gibsons, I played my Gibsons. And they made them to my specs. My amps with Marshall, it’s the same thing. ‘Guys, can you do this, that and the other?’ ‘Yeah, Zakk, we’ll make it the way you want,’” he said. “So, same thing with the coffee. I just love having my Odinforce Blend in the morning while the sun’s coming up. It’s great. And when we’re out on the road, I always bring a batch of it with me. The tour bus is stocked. That’s the main ingredient actually besides gas being in the bus: make sure there’s Odinforce on board!”

Having worked alongside Ozzy since 1987, Wylde is clear about the critical component necessary to any new endeavor.

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

Joining Ozzy’s band, Wylde entered the fold at the height of the major label system, about 15 years prior to the rise of the internet as music’s primary source of consumption.

Following the rise of online streaming over the course of the last two decades, the sale of physical media began to crater, making it difficult for artists today to monetize recorded music, a drastic change from the halcyon days of the 80s and 90s driven by the advent and ease of the compact disc.

With his hands in so many different areas now, Wylde is clear on the importance of casting a keen eye upon the business side.

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“With Ozzy, it was pretty much like living in your mom and dad’s house. You’re not worried about, say, taxes. Mom and dad got that all covered, you know what I mean? The mortgage payments, the insurance. (Laughs) I mean, me and you are just hanging out talking about the new Zeppelin album that just came out,” said the guitarist with a chuckle, illuminating the change in his approach over the course of nearly four decades. “But I remember Oz telling me all of the horror stories. With Sabbath or this and that. He goes, ‘Zakk, because we didn’t pay attention! We just figured, Oh, they’ll take care of it.’ If you’re not up on it, then that’s what’s going to happen. So, it’s having some accountability. And you should embrace that,” explained the guitarist.

“It really, truly is amazing. At Berklee or Musicians Institute now, they give classes for musicians – business classes, so they’re not getting ripped off. Because it really is the truth: usually, as a musician, all you want to do is play – and not handle the rest of it,” he observed. “Take Gene Simmons. People can poke shots at Gene. But look at how all of these other musicians with massive hit songs selling bazillions of records and merchandise, packing arenas or stadiums, and they end up broke. And Gene was just like, ‘That’s not going to happen to us.’ From day one!” recalled Wylde of lessons learned from the co-founding Kiss bassist/vocalist. “So, whenever anybody asks me, ‘Zakk, you got any advice for my son or daughter? They want to be a musician…’ Yeah, you’ve got to 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, right? You don’t want to have some crummy job that you hate. Well, then make the band and everything surrounding it part of your daily routine. To me, it’s not work. I’m doing what I love.”

Last month, Wylde released the latest Black Label Society single/video “The Gallows” and, in what free time he has, remains hard at work on a new Black Label Society album (with a Black Friday sale running through December 2, 2024 offering up to 50% off select BLS merch).

Set to begin a Zakk Sabbath tour December 1 in San Francisco, Wylde will continue with Pantera for a run of European and American dates in support of Metallica beginning in January ahead of another Experience Hendrix run set for March taking him well into 2025.

It’s the type of live performance slate that will require caffeination, with Death Wish offering a variety of Valhalla Java Black Friday discounts and specials via Shopify and Amazon’s Turkey 12 event through December 2 (as well as Prime Lightning deals on December 1).

“Everything will be better after you take a sip of Valhalla Java,” boasted Wylde with a smile. “If you stubbed your foot in the middle of the night, the pain will decrease. If you and your wife have been arguing, you both have a cup of Valhalla Java and you’ll no longer argue. Once again, Valhalla Java has made an improvement! Just drink it!” said the guitarist laughing, humorously highlighting the supposed side effects of the beverage he’s concocted in whole bean, ground and pod varieties.

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