4AD

The label gained prominence in the 1980s for releasing albums from alternative rock, post-punk, gothic rock, and dream pop artists, such as Bauhaus, Cocteau Twins, Modern English, Dead Can Dance, Clan of Xymox, Pixies, Throwing Muses, and Watts-Russell's own musical project This Mortal Coil. In 1987, the label scored an international hit with the dance music single "Pump Up the Volume" by the one-off project M|A|R|R|S. 4AD continued to have success in the 1990s and 2000s, with releases from The Breeders, Lush, Belly, Red House Painters, Camera Obscura, TV on the Radio, St. Vincent, and Bon Iver. As of January 2022, the label's current roster includes acts such as Dry Cleaning, The National, Daughter, Deerhunter, Big Thief, Aldous Harding, U.S. Girls, Erika de Casier, and Future Islands.^[3]


In 1999, Watts-Russell sold 4AD back to the Beggars Group. The label's history was detailed by Martin Aston in the book Facing The Other Way, released in 2013.^[4]

History[edit]

Ivo Watts-Russell and Peter Kent, employees of the Beggars Banquet record store and label, founded Axis Records (named after the Jimi Hendrix album)^[5] in late 1979 as a property of Beggars Banquet, that was run by the two of them.^[6] After the first four Axis singles in early 1980,^[6] it became apparent that the name Axis was already being used by another music company^[7] and the name was changed to 4AD, an abbreviation of the word forward.^[8] Other names which they had considered included 1980AD, 4WD and 1984.^[9]


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, before Watts-Russell and Kent purchased the label outright.^[6]


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.^[6] 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 and the photographer Nigel Grierson to create sleeve art for the label, and as a result, 4AD acquired a visually distinctive identity. Its artists, such as Cocteau Twins and Dead Can Dance, developed cult followings in the mid-1980s,^[6] but 4AD continued to evolve, and, after signing Throwing Muses and Pixies, the label increasingly concentrated on underground American rock music. In 1983, 4AD had a minor hit in America with the Modern English single "I Melt With You". In 1987, 4AD had a UK number-one hit with the collaged "Pump up the Volume" by M|A|R|R|S^[6] (licensed to 4th & B'Way/Island Records in the US).


In the 1990s, 4AD established an office in Los Angeles and had success with bands such as The Breeders, Belly, Red House Painters, Unrest and His Name Is Alive, as well as solo material by Frank Black and Kristin Hersh.^[6]


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. The following year Watts-Russell started a sub-label, Guernica, which would release records by Unrest, That Dog, and Bettie Serveert.^[10]


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.^[11] Simon Halliday took control of the label at the end of 2007. Immediate successes were Bon Iver's critically lauded debut For Emma, Forever Ago (CAD 2809) and Dear Science by Brooklyn's TV on the Radio (CAD 2821). In 2008, the Beggars Group re-aligned itself so that several labels, including Beggars Banquet itself, were folded up on to the 4AD label.^[12][13] Bands including The National were moved to 4AD as a part of this merger. In 2009, the label released, amongst others, St. Vincent's second record Actor (CAD 2919) and Camera Obscura's My Maudlin Career. The following year, 4AD saw the release of The National's High Violet and acclaimed albums from Ariel Pink's Haunted Graffiti, Blonde Redhead and Deerhunter.


In the next three years, 4AD oversaw new releases from Scott Walker, Bon Iver, Iron & Wine, and Tune-Yards, whilst also expanded its roster with a number of beats and electronic acts^[14] in the shape of acts including Purity Ring and Grimes, with the latter releasing one of the best received albums of 2012. Additional signings to the label include bEEdEEgEE, of Gang Gang Dance, Lo-Fang, and British producer SOHN. At the start of 2014, the label also announced the additions of Future Islands and Merchandise, followed by D.D Dumbo.


In 2015, the label released critically lauded albums by Deerhunter and Grimes, amongst others. The following year, the label and The National landed their first UK No. 1 record with Sleep Well Beast.^[15] Latest signings to the roster include Aldous Harding and British band Dry Cleaning.


In April 2021, the label released Bills & Aches & Blues, a compilation album featuring bands from 4AD covering songs the label had released over its 40 years.^[16]

4AD Sessions[edit]

The 4AD Sessions are an ongoing series of video recordings with various acts from the label's roster. Following on from the Deerhunter session at the Studio Plateaux on Platts Eyott island in 2008, the recordings see 4AD artists performing back-catalogue covers and alternative versions of their own material. They are housed on the label's website.^[19]