Sub Pop
Encyclopedia
Sub Pop is a record label
Record label
In the music industry, a record label is a brand and a trademark associated with the marketing of music recordings and music videos. Most commonly, a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion,...

 founded in 1986 by Bruce Pavitt
Bruce Pavitt
-History:After briefly attending Blackburn College in Carlinville, Illinois and subsequently transferring to The Evergreen State College in Washington State, Pavitt started a fanzine entitled Subterranean Pop in Olympia, Washington in 1980, about American independent rock bands. Three cassette...

 and Jonathan Poneman in Seattle, Washington
Seattle, Washington
Seattle is the county seat of King County, Washington. With 608,660 residents as of the 2010 Census, Seattle is the largest city in the Northwestern United States. The Seattle metropolitan area of about 3.4 million inhabitants is the 15th largest metropolitan area in the country...

. Sub Pop achieved fame in the late 1980s for first signing Nirvana
Nirvana (band)
Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987...

, Soundgarden
Soundgarden
Soundgarden is an American rock band formed in Seattle, Washington in 1984 by singer Chris Cornell, lead guitarist Kim Thayil, and bassist Hiro Yamamoto...

, Mudhoney
Mudhoney
Mudhoney is an American alternative rock band. Formed in Seattle, Washington, in 1988 following the demise of Green River, Mudhoney's members are vocalist and rhythm guitarist Mark Arm, lead guitarist Steve Turner, bassist Guy Maddison, and drummer Dan Peters. Original bassist Matt Lukin left the...

 and many other bands from the Seattle music scene. They are often credited with taking the first steps toward popularizing grunge music
Grunge
Grunge is a subgenre of alternative rock that emerged during the mid-1980s in the American state of Washington, particularly in the Seattle area. Inspired by hardcore punk, heavy metal, and indie rock, grunge is generally characterized by heavily distorted electric guitars, contrasting song...

, and have continued to achieve critical and commercial success in the new millennium, with popular bands such as Fleet Foxes
Fleet Foxes
Fleet Foxes are a folk rock band which formed in Seattle, Washington. They are signed to the Sub Pop and Bella Union record labels. The band came to prominence in 2008 with the release of their second EP, Sun Giant, and their debut full length album Fleet Foxes...

, Foals, Beach House
Beach House
Beach House is a dream pop duo formed in 2004 in Baltimore, Maryland, consisting of French-born Victoria Legrand and Baltimore native Alex Scally. Their self-titled debut, Beach House, released in 2006, was critically acclaimed. This was followed by their second release, Devotion, in 2008...

, The Postal Service
The Postal Service
The Postal Service is an American electronic indie pop band composed of vocalist Ben Gibbard of Death Cab for Cutie and producer Jimmy Tamborello of Dntel and Headset.-Background:...

, Flight of the Conchords
Flight of the Conchords
Flight of the Conchords are a New Zealand-based comedy duo composed of Bret McKenzie and Jemaine Clement. The duo's comedy and music became the basis of a BBC radio series and then an American television series, which premiered in 2007 on HBO, also called Flight of the Conchords.They were named...

, No Age
No Age
No Age is a two-person American indie rock group consisting of guitarist Randy Randall and drummer/vocalist Dean Allen Spunt. The band is based in Los Angeles and is currently signed to Sub Pop records...

, Wolf Parade
Wolf Parade
Wolf Parade is an indie rock band formed in 2003 from Montreal, Quebec, Canada. The band is currently on an indefinite hiatus as of May 31, 2011.-History:...

 and The Shins
The Shins
The Shins are an American indie rock band comprising singer, songwriter, and guitarist James Mercer, guitarist/bassist Dave Hernandez, Eric Johnson of Fruit Bats, drummer Joe Plummer and bassist Ron Lewis. Their sound draws on several musical genres, including pop, alternative rock, indie rock,...

 on their roster. In 1995 Poneman sold a 49% stake of the label to Warner Bros. Records
Warner Bros. Records
Warner Bros. Records Inc. is an American record label. It was the foundation label of the present-day Warner Music Group, and now operates as a wholly owned subsidiary of that corporation. It maintains a close relationship with its former parent, Warner Bros. Pictures, although the two companies...

.

Formation

The origins of Sub Pop can be traced back to the early 1980s when Bruce Pavitt started a fanzine
Fanzine
A fanzine is a nonprofessional and nonofficial publication produced by fans of a particular cultural phenomenon for the pleasure of others who share their interest...

 called Subterranean Pop that focused exclusively on American independent record labels. Pavitt undertook the project in order to earn course credit while attending Evergreen State College in Olympia, Washington
Olympia, Washington
Olympia is the capital city of the U.S. state of Washington and the county seat of Thurston County. It was incorporated on January 28, 1859. The population was 46,478 at the 2010 census...

. By the fourth issue, Pavitt had shortened the name to Sub Pop and began alternating issues with compilation tapes of underground rock bands. The Sub Pop #5 cassette, released in 1982, sold two thousand copies. In 1983, Pavitt moved to Seattle, Washington
Seattle, Washington
Seattle is the county seat of King County, Washington. With 608,660 residents as of the 2010 Census, Seattle is the largest city in the Northwestern United States. The Seattle metropolitan area of about 3.4 million inhabitants is the 15th largest metropolitan area in the country...

 and released the ninth and final issue of Sub Pop. While in Seattle, he wrote a column for local newspaper The Rocket
The Rocket (newspaper)
The Rocket was a free biweekly newspaper serving the Pacific Northwest region of the United States, published from 1979–2000. The newspaper's chief purpose was to document local music. This focus distinguished it from other area weeklies such as the Seattle Weekly and the Willamette Week, which...

titled "Sub Pop U.S.A.", a column he ended in 1988.

In 1986, Pavitt released the first Sub Pop LP, the compilation Sub Pop 100
Sub Pop 100
The Sub Pop 100 is a rock compilation album, released in July 1986 by the Sub Pop label.There were only 5000 of the compilation made, making it extremely popular amongst collectors.-Track listing:# "Spoken Word Intro Thing" - Steve Albini...

, which featured material by artists including Sonic Youth
Sonic Youth
Sonic Youth is an American alternative rock band from New York City, formed in 1981. The current lineup consists of Thurston Moore , Kim Gordon , Lee Ranaldo , Steve Shelley , and Mark Ibold .In their early career, Sonic Youth was associated with the No Wave art and music scene in New York City...

, Naked Raygun
Naked Raygun
Naked Raygun is a Chicago-based punk rock group. Initially active from 1980 to about 1992, Naked Raygun had several short-lived reunions afterwards and a full-time reformation in 2006....

, Wipers
Wipers
The Wipers were a punk rock group formed in Portland, Oregon in 1977 by guitarist Greg Sage, drummer Sam Henry and bassist Dave Koupal. Wipers were one of the earliest American purveyors of the genre, and the group's tight song structure and use of heavy distortion has been hailed as extremely...

, and Scratch Acid
Scratch Acid
Scratch Acid was an Austin, Texas noise rock group formed in 1982. When they first began, their lineup was Steve Anderson , David Wm. Sims , Brett Bradford , David Yow , and Rey Washam and Win Vitosky...

. Seattle group Green River
Green River (band)
Green River was an American rock band from Seattle, Washington that was active from 1984 to 1988. Although the band had little commercial impact outside of its native Seattle, Green River proved to have significant influence on the genre later known as grunge, both with its own music and with the...

 chose to record their Dry as a Bone
Dry As a Bone
-Personnel:Green River*Jeff Ament – bass guitar, production, engineering*Mark Arm – vocals*Bruce Fairweather – guitar*Stone Gossard – guitar*Alex Vincent – drumsProduction*Jack Endino – production, engineering...

EP
Extended play
An EP is a musical recording which contains more music than a single, but is too short to qualify as a full album or LP. The term EP originally referred only to specific types of vinyl records other than 78 rpm standard play records and LP records, but it is now applied to mid-length Compact...

 for Pavitt's new label in June 1986; Pavitt couldn't afford to release it until the following year. When finally released, Dry as a Bone was promoted by Sub Pop as "ultra-loose grunge that destroyed the morals of a generation". Also in 1987, Jonathan Poneman provided $20,000 in funding for Sub Pop to release the debut Soundgarden
Soundgarden
Soundgarden is an American rock band formed in Seattle, Washington in 1984 by singer Chris Cornell, lead guitarist Kim Thayil, and bassist Hiro Yamamoto...

 single "Hunted Down"/"Nothing to Say" in July 1987, followed by the band's first EP Screaming Life
Screaming Life
-Outtakes:The song "Toy Box" was recorded during the sessions for Screaming Life. It was later featured on the "Flower" single. The instrumental track "The Telephantasm" was recorded mostly during these sessions and was released as a separate single in late 2010 and as an iTunes bonus track on...

that October. Poneman soon became a full partner in the label. Pavitt focused on the label's artists and repertoire aspects, while Poneman dealt with the business and legal issues. Both men decided they wanted the label to focus on "this primal rock stuff that was coming out," according to Pavitt.

The "Seattle sound"

In early 1988 Pavitt and Poneman quit their jobs to devote their full attention to Sub Pop. Raising $43,000, they incorporated that April. "Of course that was spent in, like, thirty days", Pavitt recalled. "We almost went bankrupt after a month". That August Sub Pop released the first single by Mudhoney
Mudhoney
Mudhoney is an American alternative rock band. Formed in Seattle, Washington, in 1988 following the demise of Green River, Mudhoney's members are vocalist and rhythm guitarist Mark Arm, lead guitarist Steve Turner, bassist Guy Maddison, and drummer Dan Peters. Original bassist Matt Lukin left the...

, a band featuring former members of Green River. Sub Pop released the Mudhoney single "Touch Me I'm Sick
Touch Me I'm Sick
"Touch Me I'm Sick" is a song by the American alternative rock band Mudhoney. It was recorded in March 1988 at Seattle's Reciprocal Recording studio with producer Jack Endino. "Touch Me I'm Sick" was released as Mudhoney's debut single by independent record label Sub Pop on August 1, 1988...

" in an intentionally limited first pressing of 800 copies to create demand. The strategy was later adopted by other independent labels.

Pavitt and Poneman studied earlier independent labels ranging from Motown to SST Records
SST Records
SST Records is an American independent record label formed in 1978 in Long Beach, California by musician Greg Ginn. The company was initially called Solid State Transmitters through which Ginn sold electronics equipment...

 and decided that virtually every successful movement in rock music had a regional basis. The pair sought to create a cohesive brand identity for Sub Pop. The label's ads promoted the label itself more than any particular band. The label also sought to market a "Seattle sound", which was accomplished with the help of producer Jack Endino
Jack Endino
Jack Endino is a producer and musician based in Seattle. Long associated with Seattle label Sub Pop and the grunge movement, Endino worked on seminal albums from bands such as Mudhoney, Soundgarden, and Nirvana...

, who produced 75 singles, albums, and EPs for Sub Pop between 1987 and 1989. Endino recorded cheaply and quickly; in order to operate this way, he utilized some consistent studio techniques, which gave the records a similar sound.

In November 1988 Sub Pop released "Love Buzz
Love Buzz
-Shocking Blue:"Love Buzz" is a song written by Robbie van Leeuwen of Dutch rock band Shocking Blue.-Nirvana:The American grunge band Nirvana recorded a cover version of the song for its 1988 debut single, released on Sub Pop in the US. It was the first single in the Sub Pop Singles club. A...

", the debut single by Aberdeen, Washington
Aberdeen, Washington
Aberdeen is a city in Grays Harbor County, Washington, United States, founded by Samuel Benn in 1884. Aberdeen was incorporated on May 12, 1890. The city is the economic center of Grays Harbor County, bordering the cities of Hoquiam and Cosmopolis...

 band Nirvana
Nirvana (band)
Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987...

, as the first entry in the Sub Pop Singles Club, a subscription service that would allow subscribers to receive singles by the label on a monthly basis by mail. At its peak in 1990, the club had two thousand subscribers. The club made Sub Pop a powerful force in the Seattle scene, and effectively made the label's name synonymous with the music of the Seattle area—much in the same way Motown Records
Motown Records
Motown is a record label originally founded by Berry Gordy, Jr. and incorporated as Motown Record Corporation in Detroit, Michigan, United States, on April 14, 1960. The name, a portmanteau of motor and town, is also a nickname for Detroit...

 was to Detroit—and helped to secure the label's cash flow. The original series was discontinued in 1993, followed by Singles Club V.2, launched in 1998 and discontinued in 2002.

Mindful that garnering the attention of the American mainstream music press was difficult for all but the largest indie label, Pavitt and Ponemen took inspiration from alternative bands like Sonic Youth, Butthole Surfers
Butthole Surfers
Butthole Surfers is an American alternative rock band formed by Gibby Haynes and Paul Leary in San Antonio, Texas in 1981. The band has had numerous personnel changes, but its core lineup of Haynes, Leary, and drummer King Coffey has been consistent since 1983. Teresa Nervosa served as second...

, and Dinosaur Jr. and sought to publicize the label via the British
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

 music press. In March 1989, Pavitt and Poneman flew Melody Maker journalist Everett True
Everett True
For the cartoon character, see The Outbursts of Everett True.Everett True is a British music journalist, who grew up in Chelmsford, Essex...

 to Seattle to write an article on the local music scene. As Pavitt had anticipated, the British press became enamoured with Sub Pop and the grunge sound. Pavitt said, "I really felt that the Brits and the Europeans wanted to see something that was unruly and that was more of an American archetype -- something that was really primal and really drew from the roots of rock & roll, which was very American." Poneman explained the label's success:
"It could have happened anywhere, but there was a lucky set of coincidences. Charles Peterson
Charles Peterson (photographer)
Charles Peterson is an American photographer well known for his work with the independent record label Sub Pop. His photos are presented in the movie Kurt Cobain: About a Son...

 was here to document the scene, Jack Endino was here to record the scene. Bruce and I were here to exploit the scene."

When Nirvana moved to Geffen Records
Geffen Records
Geffen Records is an American record label, owned by Universal Music Group, and operated as one third of UMG's Interscope-Geffen-A&M label group.-Beginnings:...

, Sub Pop received royalties from sales of Nevermind that kept the label going for years afterwards. A stipulation was also implemented where selected future Nirvana studio LPs were required to carry the Sub Pop logo alongside Geffen's. After the mainstream success of Nirvana
Nirvana (band)
Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987...

, many successful grunge bands had left Sub Pop for major record labels. Soon afterwards, a joint venture was formed with Warner Bros. Records
Warner Bros. Records
Warner Bros. Records Inc. is an American record label. It was the foundation label of the present-day Warner Music Group, and now operates as a wholly owned subsidiary of that corporation. It maintains a close relationship with its former parent, Warner Bros. Pictures, although the two companies...

 (which had distributed Geffen since that label was founded in 1980; after 10 years under Warner, Geffen was sold to MCA Music Entertainment Group
MCA Records
MCA Records was an American-based record company owned by MCA Inc., which later gave way to the larger MCA Music Entertainment Group , of which MCA Records was still part. MCA Records was absorbed by Geffen Records in 2003...

), thereby ending Sub Pop's status as an entirely independent label.

Pavitt's departure

Poneman and Pavitt had a disagreement about the direction the label should take, with Poneman wanting the label to become larger and make more money. In 1996, unable to take the new corporate culture following the Warner partnership, Bruce Pavitt left the label and was able to spend more time with his family. The split between Pavitt and Poneman was not amicable, and they did not speak for seven years.

The label opened offices worldwide and began major investment in new artists, but without achieving great commercial success, prompting a scaling down and a return to Seattle.

In 2006, Sub Pop Records became the first Green-e certified record label. Through work with the Green-e program and the Bonneville Environmental Foundation
Bonneville Environmental Foundation
The Bonneville Environmental Foundation is a non-profit organization that markets green power products to public utilities, businesses, government agencies and individuals. It was founded in 1998 to support watershed restoration programs and develop new sources of renewable energy...

, Sub Pop "greened" their label by purchasing enough renewable energy certificates to offset 100 percent of the electricity
Electricity
Electricity is a general term encompassing a variety of phenomena resulting from the presence and flow of electric charge. These include many easily recognizable phenomena, such as lightning, static electricity, and the flow of electrical current in an electrical wire...

 they use in their office, showing their commitment to putting renewable energy in the mainstream as a way consumers can take action to do something about global warming
Global warming
Global warming refers to the rising average temperature of Earth's atmosphere and oceans and its projected continuation. In the last 100 years, Earth's average surface temperature increased by about with about two thirds of the increase occurring over just the last three decades...

.

In early 2007, Sub Pop started a sister label by the name of Hardly Art
Hardly Art
Hardly Art is an independent record label based in Seattle, Washington. Founded in early 2007 by Sub Pop Records, Hardly Art is run by two full-time employees and is distributed by the Alternative Distribution Alliance and Sub Pop...

. This label is also partially owned by Warner Music. In August 2008, Sub Pop relaunched the singles club for one year to celebrate its twentieth anniversary.

Commercial success

Sub Pop has two platinum records, Nirvana
Nirvana (band)
Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987...

's Bleach
Bleach (album)
Bleach is the debut album by the American rock band Nirvana, released in June 1989 through the independent record label Sub Pop. The main recording sessions took place at Reciprocal Recording in Seattle, Washington between December 1988 and January 1989...

; and Flight of the Conchords
Flight of the Conchords
Flight of the Conchords are a New Zealand-based comedy duo composed of Bret McKenzie and Jemaine Clement. The duo's comedy and music became the basis of a BBC radio series and then an American television series, which premiered in 2007 on HBO, also called Flight of the Conchords.They were named...

's Flight of the Conchords
Flight of the Conchords (album)
-Personnel:*All songs written and performed by Jemaine Clement and Bret McKenzie*Sara Johnson - vocals on "Foux du Fafa"*Robin Lynn - keys on "Foux du Fafa," "Think About It" and "The Most Beautiful Girl "...

, as well as two gold records, The Postal Service
The Postal Service
The Postal Service is an American electronic indie pop band composed of vocalist Ben Gibbard of Death Cab for Cutie and producer Jimmy Tamborello of Dntel and Headset.-Background:...

's Give Up
Give Up
Give Up is the debut album by electronic pop duo The Postal Service. Released on February 19, 2003, it was the second Sub Pop Records release to receive gold certification, and was Sub Pop's best selling album since Nirvana's Bleach. The album peaked at #114 on the U.S...

and The Shins
The Shins
The Shins are an American indie rock band comprising singer, songwriter, and guitarist James Mercer, guitarist/bassist Dave Hernandez, Eric Johnson of Fruit Bats, drummer Joe Plummer and bassist Ron Lewis. Their sound draws on several musical genres, including pop, alternative rock, indie rock,...

' Wincing the Night Away
Wincing the Night Away
Wincing the Night Away is a Grammy-nominated album by indie rock group The Shins. It was released by Sub Pop Records on January 23, 2007. It is the band's third album, and the final under their contract with Sub Pop...

. The Shins' "New Slang
New Slang
"New Slang" is a song by The Shins. It was released as a 7" single in 2001, and subsequently appeared on their album Oh, Inverted World. It achieved mainstream popularity after its inclusion in the soundtrack of the film Garden State and its appearance in a McDonald's television commercial...

" has gone gold, and The Postal Service
The Postal Service
The Postal Service is an American electronic indie pop band composed of vocalist Ben Gibbard of Death Cab for Cutie and producer Jimmy Tamborello of Dntel and Headset.-Background:...

's digital single for "Such Great Heights
Such Great Heights
"Such Great Heights" is a single released on January 21, 2003 by The Postal Service, under the Sub Pop Records label. The single includes a previously unreleased track "There's Never Enough Time" and two cover tracks by The Shins and Iron & Wine of "We Will Become Silhouettes" and "Such Great...

" has gone platinum. On January 31, 2007, Sub Pop announced that The Shins' third full-length for Sub Pop, Wincing the Night Away
Wincing the Night Away
Wincing the Night Away is a Grammy-nominated album by indie rock group The Shins. It was released by Sub Pop Records on January 23, 2007. It is the band's third album, and the final under their contract with Sub Pop...

, debuted at number two on the Billboard charts, reporting first week sales of 117,991 (35K in digital sales). This is the first time any album in Sub Pop history has ever charted in the top ten or broken 100,000 in the first week of sales.

External links

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