4AD
Ivo Watts-Russell and Peter Kent, employees of the Beggars Banquet record store and label, founded Axis Records in late 1979 as a property of Beggars Banquet that was run by the two. After the first four Axis singles in early 1980, the name was changed to 4AD when it became apparent that the name Axis was already being used by another music company. The solution to this problem came from a promotional flyer that they had printed up to call attention to the new releases. The flyer's designer had added some typography which played on both the new year and the idea of progress:
1980 FORWARD
1980 FWD
1984 AD
4AD
Quickly scrambling for a new name, Ivo glanced at the flyer and suggested "4AD." Peter Kent agreed, and, with that split-second decision, 4AD was born.
An initial idea for the label was that it would be a "testing ground" for Beggars Banquet; successful acts would graduate up to Beggars Banquet after a year at 4AD. The only band to follow this path would be Bauhaus, who were signed to Beggars Banquet in late 1980 right before Ivo and Peter purchased the label outright.
The two were the sole owners for about a year. Kent sold his share to Watts-Russell at the end of 1981, and started a new Beggars Banquet subsidiary, Situation Two Records. Watts-Russell would maintain ownership of the label, and act as its president, until the late 1990s.
Watts-Russell invited the graphic designer Vaughan Oliver to create sleeve art for the label, and as a result, 4AD quickly acquired a visually distinctive identity. Its artists, like Cocteau Twins and Dead Can Dance, developed substantial cult followings in the mid-1980s, but 4AD continued to evolve, and, after signing Throwing Muses and Pixies, the label increasingly concentrated on underground American rock music. In 1987, 4AD had a UK number one hit with the collaged "Pump up the Volume" by M/A/R/R/S.
In the 1990s, 4AD established an office in Los Angeles and enjoyed success with bands such as The Breeders, Red House Painters, Unrest, and His Name Is Alive. In 1999, Watts-Russell sold his share in 4AD back to the Beggars Group (as it had by then become), but the label continued to release music and add new artists to its roster.[2]
In 2008, the Beggars Group recognized that 4AD was its most prestigious and successful label, and re-aligned itself so that several labels (including Beggars Banquet itself) were folded up on to the 4AD label.[3] Bands like Stereolab and The National were signed to 4AD as a part of this merger.
Albums
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