Independent Record Label Research - 4AD

 British independent record label, founded by Ivo Watts-Russell and Peter Kent in 1980. Originally funded by Beggars Banquet

1980s: Gained prominence for releasing albums from alternative rock, post-punk, gothic rock and dream pop artists such as Pixies and Throwing Muses.

1987: International hit with the Dance Music single “Pump Up The Volume”

 
Context: 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 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 that played on both the New Year and the idea of progress: 1980 FORWARD, 1980 FWD, 1984 AD, 4AD.

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.

The label's deal with Warner Bros. Records in the United States in 1992 would start the beginning of a new phase in 4AD history. 

 New signings that year included American underground acts 'Kendra Smith', 'Tarnation', 'Air Miami' and 'The Amps'.

      2015 for the label saw critically lauded releases by 'Deer-hunter' and 'Grimes', amongst others, with the following years seeing the label, and The National, land their first ever UK #1 record with 'Sleep Well Beast'. Latest signings to the roster include Aldous Harding and British artist 'Pixx'.