Choosing another road

The story of one of the most influential sound recordings from its foundation in 1979 to the beginning of the 21st century. Among the musicians he presented to the world are names such as CoCteau Twins, Pixies, Dead Can Dance, The Birthday Party, Throwing Muses, Bauhaus and others.
The unique profile of the label formed the unique musical taste of its founder Ivo Watts-Rassel and the inspired aesthetics of designer Vaughn Oliver, thanks to which the records of 4ad turned out to be recognizable in sound and appearance.
The author of the book, journalist Martin Aston, on the basis of his interviews with almost all the key figures of label and its main artists (including with noteal recluses, including Ivo Russell himself), recreates a multifaceted and largely exciting history of this amazing project