Elevation was a record label set up as a joint venture between Creation Records and WEA in 1987. Frustrated with the limitations of independent distribution and financing, Alan McGee set up the label to get wider distribution and sales for some of the bands on Creation, with a view to generating additional funds for investment in other Creation artists.[1] The label released albums and several singles by Primal Scream, The Weather Prophets, and Edwyn Collins, although the deal with WEA collapsed due to disappointing sales.
McGee described the label shortly after its collapse as his "biggest mistake", saying that WEA expected instant hits.[2]
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