4AD is a British independent record label, founded by Ivo Watts-Russell and Peter Kent in 1980. It was originally funded by, and an imprint of, Beggars Banquet.
The label gained prominence in the 1980s for releasing albums from alternative rock, post-punk, gothic rock and dream pop artists, such as Bauhaus, Cocteau Twins, Modern English, Dead Can Dance, Clan of Xymox, Pixies, Throwing Muses and Watts-Russell's own musical project This Mortal Coil. In 1987, the label scored an international hit with the dance music single "Pump Up the Volume" by the one-off project M/A/R/R/S. 4AD continued to have success in the 1990s and 2000s with releases from The Breeders, Lush, Red House Painters, Camera Obscura, TV on the Radio, St. Vincent and Bon Iver. The label's current roster includes acts such as The National, Beirut, Daughter, Deerhunter, Big Thief, Purity Ring and Future Islands.
4AD now forms part of the Beggars Group, along with fellow independent labels Matador, Rough Trade, XL and XL imprint Young Turks. The label's history has been detailed by Martin Aston in the biography Facing The Other Way, released in 2013. Associated Artists