4ad

Facing The Other Way – The Story Of 4AD

A 2013 MUSIC BOOK OF THE YEAR:

NME • ROUGH TRADE • TIMES LITERARY SUPPLEMENT • SPIN MAGAZINE • DAILY TELEGRAPH

THE STORY OF 4AD“4AD gets the lavish label history they deserve“

MOJO

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

PITCHFORK

‘One of the greatest stories to emerge from rock and roll’s modern history’

DROWNED IN SOUND

Facing the Other Way: The Story Of 4AD is the first and definitive account of the iconic British record label. From 4AD’s inception in 1980, at the dawn of Britain’s historically influential post-punk movement, the label’s enigmatic founder Ivo Watts-Russell pursued a particularly original, singular and obsessive vision, an artistic venture rather than a commercial exercise, eschewing trends and incorporating equally groundbreaking and stunning record sleeve design.

Drawing on over a hundred interviews with the label’s menagerie of artists and staff, music writer and 4AD aficionado Martin Aston follows the course of the label’s defining years; initially populated by the likes of Bauhaus, The Birthday Party, Cocteau Twins, This Mortal Coil and Dead Can Dance, each band resembled a new genre on its own, before 4AD embarked on a new era with a wealth of equally startling American signings, including Throwing Muses, Pixies and The Breeders. Yet for every artistic triumph, there was a backlash. 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.

This definitive history explains why 4AD has been called the greatest independent label of all time, one of the most influential, and certainly the most collectable. The story of 4AD is an unparalleled drama from a pivotal phase in independent music culture.

With a cover by the label’s legendary designer Vaughan Oliver, FACING THE OTHER WAY is an essential book for all 4AD fans and anyone who loved the music of that time.

 

‘A fanatically scholarly account of the definitive art-pop label of the 1980s’

THE TIMES LITERARY SUPPLEMENT

 

For reviews and features connected to the book, go to the FTOW Facebook page here

 

4ad_news_paperback The paperback edition of my book Facing The Other Way: The Story Of 4AD was published by HarperCollins imprint The Friday Project on July 17th 2014 in the UK (£12.99) and August 19th in the US ($19.99). Vaughan Oliver (v23) has revamped his original artwork from the hardcover edition.


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  • Latest News

    OCTOBER 2022
    A lot has happened since my last update. No online features so no links, but plenty of print features, including MOJO cover stories on KATE BUSH - my 'lost' (well, it only ever appeared in the Dutch magazine OOR) interview with Kate from 1989 - and on ZIGGY STARDUST AT 50, when I wrote about Ziggy's legacy (and interviewed graphic artist Terry Pastor). My 4AD biography FACING THE OTHER WAY was published in Russian, and, most recently, (Sept 2020) in French. More details to come..

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    FEBRUARY 2020
    In the current issue of MOJO, 'The Ungrateful Dead', my feature on the reunited - for the third time! - Bauhaus, What gives? Who's willing to say?

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    JANUARY 2020
    ALGIERS - my 'Rising' feature on the Atlanta quartet Aligers is in the new MOJO (March edition), the one with Joy Division on the cover,

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    DECEMBER 2019
    THROWING MUSES feature in MOJO (Feb 2020 edition). having first interviewed Kristin Hersh in 1986, and subequent years, it was an hnour and a pleasure to interview her again, and all the other Muses, for a (hopefully) comprehensive band history in MOJO. Plus, 'Buried Treasure' feature on Charity Ball, the second album by the trailblazing all-female force FANNY.

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    NOVEMBER 2019
    LEONARD COHEN - in a special MOJO tribute., I interviewed producer John Lissauer, who worked with Leonard in the '70s and '80s.

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    OCTOBER 2019
    R.E.M. - it's only taken me 35 years to interview Michael Stipe, but finally, for a MOJO feature (December 2019 issue) on their newly reissued Monster album, alongside new interviews with iPeter Buck, Mills Mills and assorted others.

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    SEPTEMBER 2019
    GENE CLARK - on MOJO's behalf, in late March I flew to Mendocino in Northern California to look for the soul of the late Gene Clark. He lived there in the early '70s, and wrote his masterpiece No Other during that time, whicbh has just been reissued and expanded by 4AD in a stunning box set format - my MOJO feature tells the story of the man and the album.

    + a MOJO feature on PUBLIC IMAGE LTD'S iconic Metal Box album, on its 30th anniversary.. John Lydon and jah Wobble among the interviews.

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    MARCH 2019
    REMA-REMA - the post-punk pioneers that never really were.. but 40 years after the band split up, and their solo posthumous EP, 4AD have released a debut album of sorts, the doubole Fond Reflections. My feature for the 4AD website's Forewords section, includes new interviews, and a photo archive.
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    JULY 2018
    "SINGER-SONGWRITER EMO" on the rise... What strikes me as a new genre has emerged... I've interviewed two justifiably leading exponents for MOJO, Lucy Dacus and, in this month's issue, Snail Mail (aka LIndsay Jordan). No web links, but if you buy the print editions, they're in the Rising section near the front.

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    JULY 2018
    Let's Eat Grandma feature for Bandcamp Daily...

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    JUNE 2018
    WIRE
    An Introduction to the endlessly engaging punk-post-punk pioneers, for The Vinyl Factory - find the link on the feature post.

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    FEBRUARY 2018
    FELT
    An Introduction to one of my favourite bands, the unique, enigmatic and beguiling treasure that was Felt - for The Vinyl Factory - link in the feature post.
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    JANUARY 2018
    EZRA FURMAN
    In the current issue of MOJO, I have interviewed the brilliant Ezra Furman, We met in his home city of Chicago, to talk about his enthralling new quasi-concept album Transangelic Exodus, and the themes that led to this, "queer outlaw saga,"

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    NOVEMBER 2017
    In MOJO's Nov issue, I have written the 'How To Buy' guide to the late, irrepressible Kevin Ayers, You'll have to buy the mag to read it, but there is a great playlist at http://mixing.io/playlist/mojo-magazine-kevin-ayers-eccentric-genius.

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    OCTOBER 2017
    HOW MUSIC CAME OUT: in 15 records, on The Vinyl Factory

    BECK IN TEN RECORDS: a ten-record guide to Beck Hansen's topsy-turvy world, for The Vinyl Factory

    My feature on true originals SPARKS is in the current issue of MOJO.

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    SEPTEMBER 2017
    COCTEAU TWINS - 35 years after their first record, a ten-record introduction for The Vinyl Factory.

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    JULY 2017
    SCOTT WALKER: The Proms paid their tribute, now it's my turn, for The Vinyl Factory.

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    JUNE 2017
    US PUBLICATION OF "BREAKING DOWN THE WALLS OF HEARTACHE: HOW MUSIC CAME OUT"... on Backbeat, a subsidiary of Hal Leonard. All errors in the UK edition have been rectified, while various photos are new, since Backbeat didn't share the UK publishers' copyright concerns,

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    JUNE 2017
    BIG STAR
    Given the spate of reissues, it's time for an Introduction to the greatest of all guitar bands, which I've written for The Vinyl Factory.

    IGGY POP - a ten-record introduction to the most undefeated frontman of rock'n'roll

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    MARCH 2017
    THE VELVET UNDERGROUND
    On its 50th anniversary, a track-by-track dissection of the most influential rock album of all time, for The Vinyl Factory.

    MARTIN HANNETT: a ten-record guide to arguably the most visionary record producer Britain has ever produced
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    JANUARY 2017
    DAVID BOWIE IN TEN RECORDS - 'Stardust Memories'...
    To commemorate what would have been Bowie's 70th birthday, and the first anniversary of his death, I've written an Introduction to Bowie in ten records for The Vinyl Factory.

    In the current issue of MOJO, I have interviewed Alynda Segarra of Hurray For The Riff Raff, We met in New York, to talk about her new fantastic new album, The Navigator, which documents her Puerto Rican roots, her ongoing wanderlust, and the shocking, shameful actions of the current US government,

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    NOVEMB ER 2016
    LEONARD COHEN - an apprection of the Canadian poet, novelist and enigmatic songwriter, who just died, for The Vinyl Factory

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    OCTOBER 13th, 2016
    BREAKING DOWN THE WALLS OF HEARTACHE: HOW MUSIC CAME OUT has come out too, on Constable/Little Brown for the UK and other territories (except the US, which will be June 2017, via Backbeat/Hal Leonard. At 540 pages, it's a comprehensive, and hopefully definitive, history of the queer pioneers of popular music, from the closet to the charts, to borrow Jon Savage's line.

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    AUGUST 2016
    TANYA DONELLY: My 4AD 'Foreword' feature on Tanya Donnelly, titled Rhode Island Odyssey, clocks her Throwing Muses/Breeders/Belly/solo incarnations, to celebrate the reformation of her band Belly

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    MAY 2016
    RADIOHEAD: The new album A Moon Shaped Pool is to be released in a bells-and-whistles box set this September: here are nine other Radiohead vinyl collectables, for The Vinyl Factory site.

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    MAY 2016
    MIRACLE LEGION: My lachrymose memories of the New Haven., Connecticut band, inspired by the band's forthcoming tour - their first shows in 20 years- for The Guardian (Cult Heroes section)

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    MARCH 2016
    JEFF BUCKLEY - "How Grace sparked the legend of Jeff Buckley and a problematic release legacy." My opinion piece on yet another posthumous record by the great Jeff Buckley can be found at The Vinyl Factory website.

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    JANUARY 2016
    DAVID BOWIE: THE MAN WHO CHANGED MY WORLD
    Not a great way to file the first post of 2016.. On the morning the news of David Bowie’s death broke, I was asked to write a piece on the artist I consider to have had the most impact, for the longest time, on my life. I’ve never had to write something whilst blubbing, and shocked to the core, but this is what came out – my tribute to the Man Who Changed My World.

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    SEPTEMBER 2015
    PATTI SMITH - MOJO COVER FEATURE
    With the 40th anniversary tour of Horses in full swing, I have interviewed Patti Smith, John Cale about producing Horses, and written a guide to all Smtih's albums for for MOJO's October 2015 issue. Unrelated to Horses, a 'How to Buy' guide to Cocteau Twins and interviews with rising Northern Irish singer-songwriter SOAK and Alice Cooper about his Hollywood Vampires project also have my name on it this month

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    JUNE 2015
    FINALLY, LIFE AFTER 4AD...
    On June 1st, Little Brown imprint Constable emailed a press release to the UK book trade:

    Andreas Campomar, publishing director at Constable (Little, Brown), has signed up Martin Aston for his book on the queer pioneers of popular music and how they helped change the world. Campomar bought World Rights from Matthew Hamilton at Aitken Alexander Associates. "HOW MUSIC CAME OUT" will be published in autumn 2016. See the News page for full details.

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    JUNE 2015
    VINYL FACTORY FEATURES - MAY/JUNE
    I have written a label profile on, yes, 4AD, based on my book, but also an 'Essential Guide' to Kate Bush for the website - www.thevinylfactory.com. Next up is a Flying Nun label profile.

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    MAY 2015
    RED HOUSE PAINTERS FEATURE
    Timed with the release of Red House Painters' box set (beautiful design, Chris), I have written an extended feature about the band's 4AD eraand about how they ended up there (via a demo that I happened to give the label...). The piece is up on 4AD's website now, under 'Sleevenotes'

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    SEPT 2015
    KATE BUSH TOP 50 SONGS - MOJO MAGAZINE
    In the October (no. 251) issue of MOJO, I've covered four Kate Bush songs for the Greatest 50 Songs feature, and interviewed singer-songwriter Adam Cohen on the Greek island of Hydra where his dad Leonard bought a house in 1960.

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    SEPT 2014
    END OF THE ROAD 2014
    I reviewed the End Of The Road festival for MOJO, where improv-leaning Brit-folk genius David Thomas Broughton (ably backed by the Juice Vocal Ensemble) is the shock Saturday night highlight that few people see as they're mostly winding down from The Flaming Lips' main-stage spectacular...

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    JUNE 2014
    JIMMY SOMERVILLE - ATTITUDE MAGAZINE
    I interviewed Jimmy Somerville for Attitude's July 2014 issue, on the 30th anniversary of Bronski Beat's "Smalltown Boy," one of the most striking, important and moving singles in all of British pop.

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    JULY 2014 FACING THE OTHER WAY - IN PAPERBACK
    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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    APRIL 2014
    JEFF BUCKLEY - Q MAGAZINE
    My 3000-word 'oral history' of Jeff Buckley is part of a 17-page special in Q Magazine's June issue on the late singer, 20 years after his landmark album debut Grace.

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