Morning

Morning Records was founded in the early 1990s by a group of independent musicians and producers seeking to promote alternative and indie music. Initially focused on the burgeoning grunge and shoegaze scenes, the label gained traction by signing influential artists such as The Shins and Modest Mouse, who helped define the sound of the era. Throughout the late 1990s and early 2000s, Morning expanded its roster to include a diverse range of genres, including folk, electronic, and post-rock, showcasing artists like Sufjan Stevens and Iron & Wine. The label became known for its distinctive aesthetic and commitment to artistic integrity, fostering a community of innovative musicians. In the 2010s, Morning Records continued to evolve, adapting to digital distribution while maintaining its indie ethos. Today, it is recognized for its significant contributions to the alternative music landscape, leaving a lasting legacy in the music industry.