How I Built This with Guy Raz Sub Pop Records: Bruce Pavitt and Jonathan Poneman
Jun 1, 2020
Bruce Pavitt and Jonathan Poneman, co-founders of Sub Pop Records, share their thrilling journey from music enthusiasts to key players in the Seattle grunge scene. They discuss the birth of their label with borrowed funds and bold ideas, launching iconic bands like Nirvana. The duo reflects on their creative strategies, navigating the rise of grunge and the emotional rollercoaster of industry changes. Their insights reveal the delicate balance between artistic integrity and commercial success, culminating in a celebration of Sub Pop’s lasting impact on music history.
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Poneman Meets Nirvana
- Jonathan Poneman, unlike Pavitt, was immediately impressed by Nirvana's demo and met them.
- Chris Novoselic, suspicious of Poneman's motives, joined the meeting later.
Nirvana Contract
- Chris Novoselic demanded a contract, unusual in the indie scene.
- Poneman photocopied a generic contract, securing a deal with Nirvana that became crucial for Sub Pop.
Media Strategy
- Target influential media outlets to gain exposure for emerging artists and your label.
- Leverage positive reviews and airplay from tastemakers like John Peel to build momentum.