The HEAD TRAUMA brand emerged in 2023 as the successor to THE WAREHOUSE, an online magazine formed by Holly Upchurch, as a place for bands to connect with their fans through stories of struggles and personal growth. Over a period of 15 years, the online publication grew into a community of metal fans and musicians, each with their own stories to share. We've always connected music fans with a message that brings light to people, even on their darkest days. Today, we connect with fans beyond the written word and reach audiences where they are.

The HEAD TRAUMA community is more inclusive, transcending genres and cultures, but it continues to utilize the power of music to bring people together. We create events featuring primarily underground artists and focus on bands with a powerful message. The unifying theme of the music we present is that we all face adversity, struggle with feelings of rejection, and encounter personal challenges in our life. And like our print days, we exist to fulfil one mission - to help music fans, like ourselves, realize that no matter what we go through, we are not alone. Life can be a difficult road, but music is one thing that connects us, even during the hard times.