4AD is a British independent record label founded in 1980 by Ivo Watts-Russell and Peter Kent. Known for its distinctive artistic vision, the label has been home to a diverse range of artists, including Bauhaus, Pixies, and The National. 4AD is recognized for its unique album artwork and innovative marketing strategies, which have helped shape the music industry. Over the years, 4AD has developed a reputation for promoting alternative and experimental music. The label has played a significant role in the careers of many influential bands and musicians, contributing to the evolution of genres like post-punk and dream pop. Its commitment to artistic integrity continues to attract new talent.