4AD's History Chronicled in New Book 'Facing the Other Way'

4AD's History Chronicled in New Book 'Facing the Other Way'
Since its inception, English record label 4AD has issued countless iconic records from the likes of the Cocteau Twins, Pixies and Dead Can Dance straight up to modern-day classics from acts like Deerhunter. Now, a new book called Facing the Other Way is set to tell the behind-the-scenes details of the influential imprint's early days.

Set to be released on September 19 through Harper Collins imprint the Friday Project, music journalist Martin Aston's tome will cover the history behind the label's first two decades of activity, from when Ivo Watts-Russell and Peter Kent founded 4AD in 1979 up to the point where Watts-Rusell left in 1999. The book title is a reference to the label's 1995 compilation Facing the Wrong Way.

According to a press release, Aston spoke with "all the key players and pretty much every artist who released a record on 4AD during that time," including the reclusive Watts-Russell. While details on the other interviewees have yet to be detailed, the press sheet makes note of the following acts being covered in one form or another: This Mortal Coil, Birthday Party, Bauhaus, Cocteau Twins, Pixies, Throwing Muses, Breeders, Dead Can Dance, Lisa Germano, Kristin Hersh, Belly, and Red House Painters.

The book cover, which you can see above, was designed by British graphic designer Vaughan Oliver, who has worked on album covers for acts like Cocteau Twins, This Mortal Coil the Breeders and helped shape an aesthetic for the label as much as its music.