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Carl Schultz

Co-founder / Director of Publicity 

My Top 10 Albums of All-time

1. Insert Artist 'Insert Album Title'
2. Insert Artist 'Insert Album Title'
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ACTION! ALUMNI  (Past & Present)


  • 3 Inches of Blood

  • A Life Once Lost

  • Alcest

  • Amber Asylum

  • Amon Amarth

  • Ancestors

  • Ancient VVisdom

  • Ape Machine

  • Arcturus

  • Between the Buried and Me

  • Bigelf

  • Black Cobra

  • Black Pyramid

  • Black Star Riders

  • Buzz-Oven

  • Children of Bodom

  • Church of Misery

  • Clutch

  • Cobalt

  • Cynic

  • Danava

  • Dark Castle

  • Dead Man

  • Diagonal

  • Eagle Claw

  • Earthless

  • Electric Wizard

  • Elks

  • Fu Manchu

  • The Fucking Wrath

  • Fun Fun Fun Fest 

  • Ghost 

  • Good For You

  • Grand Magus

  • The Gates of Slumber

  • High On Fire

  • In Flames

  • Invaders – V/A

  • Jello Biafra & The Guantanamo School of Medicine

  • Job For a Cowboy

  • Kadavar

  • Kalas

  • Kemado Records

  • Kyuss Lives!

  • Lordi

  • Maylene & The Sons of Disaster

  • Mike V *Pro-skater

  • Monster Magnet

  • Naam

  • Orange Goblin

  • Planes Mistaken For Stars

  • Plague Bringer

  • Prophecy Productions 

  • Quest For Fire

  • Racebannon

  • Radio Moscow

  • Rise Above Records 

  • Saint Vitus

  • Satyricon

  • Saviours

  • Scion A/V

  • Shadow Kingdom Records

  • The Shrine

  • Skeletonwitch

  • Seemless

  • Sleepytime Gorilla Museum

  • Serpentcult

  • Suma

  • The Sword

  • Tarja

  • Tee Pee Records 

  • Translation Loss Records 

  • Truckfighters

  • Unsane

  • Valient Thorr

  • Valkyrie

  • Venomous Maximus

  • Weird Owl

  • Whirr

  • Witchcraft

  • YOB

  • Zoroaster

Veronica Vallado

Co-founder / Director of Marketing & Business Affairs

My Top 10 Albums of All-time

1. PJ Harvey 'Rid of Me'
2. Melvins 'Stoner Witch'
3. She Past Away - All of them!
4. Prince & The Revolution 'Purple Rain'
5. Depeche Mode '101'
6. The Cure 'Disentegration'
7. Slayer 'Reign in Blood'
8. Mastodon 'Remission'
9. Beastie Boys 'Hot Sauce Committee Part 2'
10. Sleep 'Holy Mountain'

ACTION! is a boutique strategic communications collective specializing in high profile multimedia awareness campaigns. As one of North America’s top go-to indie publicity and marketing firms for dark, heavy, psychedelic, and hard rock music artists, ACTION! delivers focused media campaigns and creative, wide-reaching marketing tactics for music and pop culture accounts including  rock, metal and punk music acts, music festivals and extreme sports icons.


ACTION! was established in 2005 by music marketing veterans Carl Schultz and Veronica Vallado following stints at Relapse Records and Roadrunner Records, respectively.  Schultz, who led the Publicity and Marketing efforts for Relapse, is known for his tidal wave campaigns for artists such as Mastodon (on the band’s career-defining “Remission” and “Leviathan” LPs), The Dillinger Escape Plan, Pig Destroyer, Neurosis, Nile and more.  Vallado worked with high profile artists Slipknot, Killswitch Engage, The Dresden Dolls and Alice in Chains’ Jerry Cantrell as Manager of Tour Marketing at Roadrunner Records.


Since its inception, ACTION! has been credited for developing the careers of trendsetting music artists such as The Sword, Ghost, High on Fire, Witchcraft, Kadavar, Earthless, Children of Bodom, and Yob, Austin’s coolest indie music festival  Fun Fun Fun Fest and skate icon Mike V while also spearheading the resurgence of established music icons including Monster Magnet, Kyuss Lives!, In Flames and Unsane. 


In addition to music publicity, ACTION! counsels with artists, record labels and management teams on marketing strategies to help build brand awareness while at the same time offering a full suite of artist development services custom tailored to meet each campaign’s needs and goals. 

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