4AD
4AD is a British independent record label that was started in 1980 by Ivo Watts-Russell and Peter Kent, originally funded by Beggars Banquet.
The current roster includes Ariel Pink, Atlas Sound, Beirut, Bon Iver, Camera Obscura, D.D Dumbo, Daughter, Deerhunter, Efterklang, Future Islands, Gang Gang Dance, Grimes, Holly Herndon, Indians, Iron & Wine, Merchandise, The National, Pixx, Purity Ring, Scott Walker, SOHN, Tim Hecker, Tune-Yards and U.S. Girls.
4AD forms part of the Beggars Group, along with Matador Records, Rough Trade Records and XL Recordings. Its history has been detailed by Martin Aston in his biography of the label, Facing The Other Way, released 2013.
History
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 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 that played on both the new year and the idea of progress:
