Areafour was set up to promote Nottingham's unjustly underplayed, under-supported music scene.
We're not in it to profit from the talents of our featured bands or solo artists but to get artists some well-deserved recognition in the national music media, something that's notoriously difficult for artists to do off their own back. Performers and audiences may know there's plenty of talent in the city, but we want to shout that from the rooftops and get the media to take notice.
The label doesn't have a budget, just people with the skills and experience to put the show on the road, initially conceived as an angry statement, and now hopefully, the start of something that'll always be both incendiary and celebratory.
The twinkle in our eye dawned back when Sheffield, God bless 'em, had just mopped up at the Mercury's and Vice Magazine published the usual kids and guns glamour masquerading as cultural journalism type feature on Nottingham, closely followed by the Observer magazine.
It's frustrating to see Sheffield lauded as the home of talented bands like the Artic Monkeys, whilst Nottingham artists get overlooked in favour of whipped up media headlines, especially when they reflect only one part of life in the city.
Rather than moan to no end in a bar we decided to do something about it.
'Why Don't You' kids' TV has come home to roost.
Areafour Records is backed by the Partnership Council.
