PurrView #14 – Label I Love: 4AD Records

4AD Records has definitely taken the cake the past few years when it comes to record labels I follow. I can’t seem to keep away from their official website, http://www.4ad.com/ for updates on some of my favorite bands or introductions of new acts added to the 4AD arsenal. I typically can’t go wrong putting my trust in 4AD to deliver refreshing, new, and creative acts (i.e. Tune-Yards, Gang Gang Dance), as well as dearly beloved acts that have well stood the test of time (i.e. Blonde Redhead, The National).  

Founded in 1979 by Peter Kent and Ivo Watts-Russell under the name Axis, this division of Beggars Banquet Records officially changed their name to 4AD in 1980. The creative label’s history began with, indeed, quite a creative and progressive way of branding. Since it had been noted that another record label was going by the name Axis, the pair had to come up with a new name. It's said that on an early flyer promoting the young record label’s new releases, the flyer designer’s conception was one that emphasized the new year (1980) and the idea of progress:

1980 FORWARD

1980 FWD

1984 AD

4AD

(Being a George Orwell fan, this allusion to one of my favorite dystopian novels and its “Newspeak”-style condensing of characters admittedly excites me! Yes, I am a dork.) Thus, the record label was dubbed 4AD, and continued to be led by Ivo Watts-Russell well into the late 1990’s.

Presently, the record label-- based out of London, England-- brings us the sounds of such great acts as Bon Iver and Deerhunter (below video) ; sounds ranging from acoustic folk to psychedelic electro to indie rock to 808-laden dubstep and beyond. 4AD is eclectic, yet precise about what type of act they want to push and represent.  And I can confidently say that it’s usually not an act for simpler minds or the faint of heart.  

4AD artist,Tune-Yards

4AD Sessions are a stimulating series of some of the label’s acts performing select songs in surreal, intimate and/or puzzling settings (Must-sees for all you hipsters out there). And in 4AD current events, one of the newest additions to the label is Joker, a dubstep favorite. You can check out the first release for Joker under the 4AD label, titled The Vision, featuring golden-voiced crooner...
Jessie Ware:  

4AD Records has had its highs, mild lows and its even higher highs throughout its timeline, not necessarily in that order. It has experienced changes in leadership, control/power and distribution rights. But 4AD, which started out as merely a preliminary platform-- a sort of “proving ground”, if you will-- for the Beggars Banquet label, has now become its most prestigious and successful division, in my opinion. Though 4AD went through a few years in the 90’s of having their heartstrings plucked by the man, the label seems now to be comfortably at home under the Beggars roof (along with sibling labels, Matador Records, Rough Trade and XL Recordings). It has signed acts in the past such as Bauhaus, The Breeders, Pixies and Red House Painters. With 4AD’s keen taste, artistry and its handle on technology (i.e. their up-to-date, informative website) the label’s original concept of progress continues to ring through into the future…

I love 4AD!

~Meow~
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