Sub Pop: The '90s

As the U.S. Pacific Northwest's premier indie label, Sub Pop became internationally significant with their release of Nirvana's 1989 debut, Bleach. But instead of reprising grungemania into the '90s, the label went back to its roots to look for the next big thing. The strategy brought them prime artists to fill out their slowcore, indie pop and indie rock catalogue, and set the stage for the '00s.