After 30 years, Sub Pop Records has become as emblematic of Seattle culture as Starbucks, Amazon, and Microsoft—only without the corporate baggage that sometimes makes those companies feel like enemies of freedom.
Against the odds, the label has thrived. How? Who knows? They signed a diverse array of interesting artists, they kept their scale reasonable, and they turned self-deprecation into a shrewd marketing device. Their motto: “Going Out of Business Since 1988.” Their T-shirt: the word “LOSER” in huge letters. That Sub Pop became a winner while wearing “LOSER” on its chest says a lot about the past few decades of American culture, and even more about the courage and savvy of a few smart, diligent people.
Here we celebrate its genius and scratch our heads at its missteps. Just to be nice, we’ll start with the good stuff.
