Ahhh! My favorite record label of all-time! 4AD. I used to go to the record store weekly to buy new releases and my first question to the record store owner/clerk (whom knew me by name) was, “Anything new on 4AD this week?” Or, I already knew something new was coming out and I was there waiting for them to unpack their deliveries. Keep in-mind, this was all pre-internet and cellphone days so you had to hoof it to get your information and buy your records, magazines, etc. Eventually I became an indie record store manager myself where I had all the inside info by being on the phone with the labels and distributors daily. It was so much fun! When you bought something from 4AD, it was an entire package. Just about every release in the early days was an import for us here in the U.S. which made it that much more special. The packaging, Vaughn Oliver’s artwork, the heavy weight vinyl, thick card-stock paper, high quality inks, etc. Even the label on the record itself was beautiful. You were holding art in your hands. It blew me away before I even had a chance to listen to it. And then, of course, I would listen to it and 9 times out of 10 I loved what I heard. I still have all my 4AD vinyl, CD’s, posters and calendars from the ’80’s into the ’90’s.
So now there’s gonna be a book called Facing The Other Way: The Story Of 4AD. Written by music journalist Martin Aston, the book goes back in time and talks to just about every band from the first two decades as well as founders Ivo Watts-Russel and Peter Kent. I’m really looking forward to this! Mark your calendar for September 26 or just rely on me to remind you, because I will. Read below what the publisher, Harper Collins, says about the book…

The first official account of the iconic record label. This Mortal Coil, Birthday Party, Bauhaus, Cocteau Twins, Pixies, Throwing Muses, Breeders, Dead Can Dance, Lisa Germano, Kristin Hersh, Belly, Red House Painters. Just a handful of the bands and artists who started out recording for 4AD, a record label founded by Ivo Watts-Russell and Peter Kent in 1979, a label which went on to be one of the most influential of the modern era. Combining the unique tastes of Russell and the striking design aesthetic of Vaughan Oliver, 4AD records were recognisable by their look as their sound. In this comprehensive account of the label’s first two decades (up to the point that Russell left), music journalist Martin Aston explores the fascinating story with unique access to all the key players and pretty much every artist who released a record on 4AD during that time, and to its notoriously reclusive founder. With a cover designed by Vaughan Oliver this is an essential book for all 4AD fans and anyone who loved the music of that time.

Harper Collins