Facing the Other Way - THE STORY OF 4AD



4AD gets the lavish label history they deserve”     MOJO

The paperback version of Facing The Other Way: The Story Of 4AD  is published in the UK on July 17th (£12.99) and in the US on August 19th ($19.99) by HarperCollins imprint The Friday Project. The label’s former designer, the legendary Vaughan Oliver, has revamped his artwork from the original hardcover edition.

The hardback was published in the UK in September 2013 (November in the US). It’s the first comprehensive account of the iconic British independent record label, drawing on over a hundred interviews with 4AD’s menagerie of artists and staff.  4AD was initially populated by the likes of Bauhaus, The Birthday Party, Cocteau Twins, This Mortal Coil and Dead Can Dance, before embarking on a new era with a wealth of equally startling American signings, from Throwing Muses and Pixies to The Breeders. Yet behind the scenes, an accumulation of feuds and enforced commercial compromises in the wake of alternative music’s invasion of the mainstream left 4AD adrift and Watts-Russell a broken man, soon to sever all ties with the music industry, including his beloved label.

I hope the book is an definitive account, and explains why 4AD has been called the greatest independent label of all time, one of the most influential, and certainly the most collectable. Some reviews seemed to think so:

The book is an exquisite reflection of 4AD itself – extravagant, atmospheric, and rich in texture and timbre’   PITCHFORK

‘Facing The Other Way represents one of the greatest stories to emerge from rock and roll’s modern history’  DROWNED IN SOUND

A fanatically scholarly account of the definitive art-pop label of the 1980s’   THE TIMES LITERARY SUPPLEMENT


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    The paperback edition of Facing The Other Way: The Story Of 4AD is published by HarperCollins imprint The Friday Project on July 17th in the UK (£12.99) and August 19th in the US ($19.99). Vaughan Oliver (v23) has revamped the artwork from the hardcover edition for this version.

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