The Rocket exhibit: Sub Pop

Today, Sub Pop is recognized as one of the most established players in the American independent music scene, but just prior to the record label’s formation, the phrase “Sub Pop” was attached to a monthly column in The Rocket written by Bruce Pavitt, one of the label’s co-founders. Pavitt had created the zine “Subterranean Pop” while a student at Evergreen College in Olympia. The zine’s run was a mix of print issues and compilation cassettes. Shortly after moving to Seattle, Pavitt approached The Rocket’s then-editor about publishing a column.

The April 1983 issue featured the first installment of “Sub Pop U.S.A.," which began as a monthly tour of various local music scenes across the United States. Early installments featured independent labels and artists in Portland, OR, Washington, D.C., and Boston, MA. Pavitt also highlighted specific regional scenes, such as Black-owned record labels in New York City. Before long, the column became a catch-all for the trends and industry players that Pavitt wanted to feature.

Each installment always featured “Sub 10,” a round-up of ten albums of interest with a focus on independent label releases, but the column’s style and other content might vary. On occasion, the “10” featured a book or live show recommendation. The Sub Pop column overlapped with the development of the record label of the same name. The label’s first official release was “Sub Pop 100,” a compilation LP featuring Sonic Youth and the U-Men, among others. The record’s release was marked by its inclusion in the October 1986 issue’s “Sub Pop 10,” alongside albums from Green River and Soundgarden. Sub Pop would later sign Green River and release two of their albums; members of this band would go on to found Pearl Jam and Mudhoney, the latter of which released two albums with Sub Pop. This column promoted the Sub Pop 100 compilation album.

As the Sub Pop label grew, the Sub Pop column included more references to records on the label. The Green River album Dry as a Bone, an early Sub Pop release that had been delayed by a lack of funding, was referenced in a 1987 column structured as a letter to Pavitt’s parents. At the end of the column, he addresses his dad: “Thanks again for the loan. The Green River record is going into its third pressing and I’m sure I’ll be able to pay you back on time.” Sub Pop albums could also be found in “Sub 10” round-ups from the period. The January 1988 column features albums by Green River as well as Soundgarden, another early Sub Pop band.

The column’s last installment ran in July 1988. In March 1988, Pavitt and his Sub Pop cofounder Jonathan Poneman had quit their day jobs to focus on the label, though they were almost immediately strapped for cash. Sub Pop would release Nirvana’s first single, “Love Buzz,” later that year.

The page space previously allotted to the Sub Pop brand did not prevent The Rocket from running an August 1991 cover story titled “Sub Plop?” about the label’s financial struggles and the changing Seattle scene. By 1995, Sub Pop had sold a 49 percent stake of the company to Warner Music Group, alleviating these cash flow concerns. The label remains active today.