When Volbeat were starting out 20 years ago, frontman Michael Poulsen would go down to Copenhagen’s Sex Beat Records and give its owner, Thomas Andreassen, his band’s merchandise in the hope that the shop would stock it. 

“Michael would say: ‘Do you want to have our T-shirts in the shop and hand out some of our promos?’” Andreassen says today. “Demo CDs were not registered for sales, so I would put them in customers’ bags as giveaways.”