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      4AD is an English record label. It was founded in 1979 by Ivo Watts-Russell and Peter Kent.

      Originally it was called Axis Records. This was quickly changed to 4AD, as the name was already in use. In 1980, Peter Kent left 4AD and started another label, Situation Two Records. After this, graphic designer Vaughan Oliver was brought in to design record sleeves. After The Throwing Muses and Pixies signed a contract, the emphasis shifted to American underground rock music.