Facing the Other Way – The Story of 4AD – Martin Aston – Book Review
by Killian Laher

Martin Aston is a journalist who came to prominence writing for Melody Maker, and he wrote the definitive story of the 4AD record label thirteen years ago.  It’s a very 4AD move to release a thirteenth-anniversary edition, and this version is completely updated.  Aston is well-placed to cover the story of 4AD, and, in addition to speaking to founder Ivo Watts-Russell and key visual architect Vaughan Oliver, he spoke to all of the principal artists.  And in this updated edition, he also secured a rare interview with ex-Cocteau Twin Liz Fraser.

While 4AD is very much synonymous with the aforementioned Cocteau Twins, This Mortal Coil and having invented a ‘dreampop’ sound, it’s easy to forget they also had the Birthday Party, Bauhaus, Pixies, Breeders on the label.  Not to mention M/A/R/R/S (of Pump Up The Volume fame)!  It’s an extremely in-depth read and covers everything you’ll need to know about the various bands and characters involved with the label.

4AD comes across as an ‘anti’-Creation/Factory with far less emphasis on excess/success and substance-fuelled partying.  Not that their bands were angels, by any means.  It’s a fascinating read for anybody with the remotest interest in the so-called indie scene of the 1980s and 1990s.