4AD's early years will be chronicled in a new book
The story of record label 4AD will be celebrated in a new book called ‘Facing the Other Way’. A properly legendary London independent, 4AD was set up in 1979 by Beggars Banquet employees Ivo Watts-Russell and Peter Kent and went on to release era-defining records by artists like Bauhaus, Cocteau Twins, Pixies and M|A|R|R|S – to name only a few.
4AD have a roster that boasts talent like Zomby, Ariel Pink, Grimes and SpaceGhostPurrp today but this book will focus on their first 20 years, with journalist Martin Astor re-telling the history aided by contributions from 4AD artists and staff from the time, including the very reclusive co-founder Watts-Russell. Published by Harper Collins’ experimental imprint The Friday Project, the book will be out on 19th September with a cover design by Vaughn Oliver, the in-house artist who developed the label’s distinctive aesthetic.
