by alyssa coluccio
We’re going international this week to check out a label that revolutionized the British music scene at a time when post-punk was in its glory and the musician was just as eager as the music fan was to experiment with a different kind of sound. I hope you kids are ready for a history lesson, because the story of 4AD is pretty extensive. For your sake and sanity, I’ll try to break this down as easily as possible, starting with the most important part: Ivo Watts- Russell.
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About the Label
Timing can be a great thing if it’s working in your favor, and every person you encounter really can impact your life in huge ways if you let them. Thus the story of 4AD and it’s founder Ivo Watts-Russell- a man who dropped everything to immerse himself in the London music scene, and ended up working his way from a record store manager to one of the most powerful faces of the independent label.
The label’s ground-work was initially set by British label Beggars Banquet, which Ivo spent time working for in the late 70s. During his time with Beggar’s, Ivo’s keen ear and constant enthusiasm for discovering fresh talent caught the attention of owner Martin Mills, who offered him 2000 pounds to start his own label, with Beggar’s handling the distribution needs of the bands that found success. With the help of friend and fellow Beggar’s employee Peter Kent, a label was developed and named Axis. It soon came to Ivo’s attention that the name Axis already belonged to a well-established music corporation, and a name adjustment was in order. In a weird twist of fate and luck, Peter spotted the typography of a promotional flyer for the label lying nearby:
1980 FORWARD
1980 FWD
1984 AD
4AD
The year was 1980 and 4AD had officially emerged.
Within it’s first year, the label found success with the likes of Bauhaus and Modern English, while the introduction of graphic designer Vaughan Oliver set a new precedent for the label as a forefather of innovative album design. By the end of the year, however, Peter left 4AD to continue with Beggars, and Ivo made the decision to break ties entirely, continuing the label as its own entity.
From that point on, things began to move fast for Ivo and 4AD. The 80s saw the addition of the raw, quasi goth-punk quintet The Birthday Party, the creation of The Pixies epic “Doolittle,” and the label’s first US release with Modern English’s “Melt With You.” The nineties brought about a distribution deal with Warner Bros, a new LA office, first ever tour events and festivals, and some new family members: Thievery Corporation< and TV On The Radio.
Today, 4AD is thriving with the likes of Blonde Redhead, Bon Iver, Camera Obscura, and Deer Hunter. Vaughan Oliver is still creating visually expressive and stunning graphics for the latest album releases, and Ivo-Watts Russell is still over-seeing it all, basking in the success of his musical passion turned empire.
Known Bands
Who: St. Vincent
Signed Since: 2007
Annie Clark once described music as “magic”- a word all too fitting for her own contributions as St. Vincent. With her enchanting melodies, quirky arrangements, and poignant lyrics, St. Vincent has been stealing hearts and expanding her fan base since 2007’s debut Marry Me. With this year’s Actor, she draws inspiration from the movies of her youth, creating the soundtrack for a world where illusion reigns and fantasy runs rampant, where creatures of mystery and solidarity lurk on quiet stages or in filthy back alleys, and where the fairytale character’s we grew up with take on twisted personas. With instrumentations that jump all over the spheres of sound and a voice that is as delicate as it is haunting, St. Vincent stands as one of 4Ad’s strongest assets.
Who: The National
Signed Since: 2005
The National make the kind of music that hits you right in the heart and twists it around a little bit- but in a good way. They remind me of the kind of guys you’d sit around a smoky apartment with on a Friday night, talking about the shortcomings of life and the downfalls of society- topics that run rampant in their perfectly crafted melodies and carefully constructed instrumentations, where drums and guitars run and collide through city-stained landscapes and where heartache lingers with a little bit of hope attached. They’ve toured with R.E.M. and Modest Mouse and had their song “Fake Empire” featured in the campaign advert’s that played right before President Obama’s speeches on election night and at the Democratic National Convention. With a new recording studio in the works, and a follow-up album to the critically acclaimed Boxer in its beginning stages, it looks as though The National will be twisting up hearts for a long time to come.
Lesser Known Bands
Who: Anni Rossi
Signed Since: 2008
Anni Rossi takes a break from the traditional female singer-songwriter role, trading in the standard acoustic guitar or baby grand for a viola and the occasional bongo beat. There are no angsty lyrics or dark vocals to be found here, but instead, airy vocals prone to falsetto transitions at a moment’s notice and a youthful, folk-tinged quality that keeps the music sun-tinged even at its darkest moments. Anni’s focused instrumentation brings the maturity necessary to keep her music from falling flat, while never losing that innocence that keeps her sound free-spirited, and above all else, refreshing.
Who: The Big Pink
Signed Since: 2009
If you’re looking for something different, The Big Pink could save your life.
They fuse just the right amount of trippy, atmospheric rock with electro beats and psychedelic elements, for a sound that can’t really be labeled or reproduced. It’s the kind of music that gets catchier with every listen and it’s easy to find yourself absorbed within its weird, space-age static and sporadic, industrial clanks. Love it or hate it, you’ve got to at least respect their earnest attempts to do something different with electronic music. Their debut album A Brief History Of Love is set for a September 14th release date. Until then, listen to “Velvet” on repeat.
What Now?
Lucky enough to be around Europe this Fall? Pixie’s fans can rejoice at the prospect of the “Doolittle” Fall Tour, a 20th anniversary commemorative event for the album that started it all, beginning October 1st in Ireland and ending October 15th, in Paris. Meanwhile, Camera Obscura has announced that immediately following their North American tour in support of My Maudlin Career, they will be heading back to Europe for a slew of shows beginning September 26th in the UK, and tentatively ending November 9th in the SPA.
Staying local? Remember to take a listen to The Big Pink’s first full-lenght release on September 14th. Then, on October 19th, check out “Logos,” the second CD release from Atlas Sound, the solo project of Deerhunter’s front man Bradford Cox.
