Part of a new book series on record labels, each title is the size of a 45 single.
Celebrating its 30th anniversary this year, Sub Pop is an unusual record label in many ways. First, it’s rare for an indie label—even one with major-label shareholders—to last that long without losing quality control. Second, the Seattle corporation operates with a self-deprecating sense of humor (the iconic LOSER T-shirt, the slogan “We’re not the best, but we’re pretty good,” etc.).
Third, it rebounded from the brink of financial ruin and stabilized into profitability within a floundering industry trying to adjust to streaming’s hegemony. Fourth, it early on recognized the importance of branding and creating a sense of exclusivity.
