4AD

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This article is about the record label 4AD. For the year, see 4.

4AD

Parent company	Beggars Group
Founded	1979
Founder(s)	Ivo Watts-Russell Peter Kent
Distributing label	Beggars Group
Genre(s)	Alternative rock
Country of origin	United Kingdom
Location	London
Official Website	http://www.4ad.com

The British independent record label 4AD was started in 1979 by Ivo Watts-Russell and Peter Kent, funded by Beggars Banquet Records.

It was originally formed as Axis Records, but this was quickly 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.

Shortly afterwards, Kent left the company to start another label (also funded by Beggars Banquet): Situation Two Records. Shortly afterwards, 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 which complemented the artful and atmospheric music that it was releasing at that time. Its artists like the 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 somehow had a freak UK Number One hit with the collaged and influential "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.