# Sub Pop Records: Bruce Pavitt and Jonathan Poneman

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-06-01
- Length: 1h 27m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-01-sub-pop-records-bruce-pavitt-and-jonathan-poneman

## Summary

Sub Pop co-founders Bruce Pavitt and Jonathan Poneman recount building their iconic Seattle record label from a fanzine into a global cultural force. They discuss the early days of financing releases through borrowed money and limited editions, the strategic decision to sign Nirvana using a generic library contract, and the financial turmoil caused by the band's departure to Geffen Records. The episode details the company's near-collapse in the late 1990s due to overpaying for bands, the subsequent reconciliation between the founders, and the label's survival under CEO Megan Jasper.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-01-sub-pop-records-bruce-pavitt-and-jonathan-poneman#t=0) Introduction: Bruce Pavitt and Jonathan Poneman
- [5:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-01-sub-pop-records-bruce-pavitt-and-jonathan-poneman#t=344) Origins: Zines, Mixtapes, and the First Records
- [16:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-01-sub-pop-records-bruce-pavitt-and-jonathan-poneman#t=963) Forming Sub Pop: Partnerships and Early Funding
- [40:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-01-sub-pop-records-bruce-pavitt-and-jonathan-poneman#t=2407) Signing Nirvana: The Generic Contract and Advance
- [50:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-01-sub-pop-records-bruce-pavitt-and-jonathan-poneman#t=3057) The Grunge Explosion and Nirvana's Departure to Geffen
- [1:08:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-01-sub-pop-records-bruce-pavitt-and-jonathan-poneman#t=4089) Warner Brothers Deal and Internal Conflict
- [1:16:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-01-sub-pop-records-bruce-pavitt-and-jonathan-poneman#t=4590) Near Collapse, Reconciliation, and Legacy

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

founders before launch, early-stage companies, companies scaling up, established companies

## Mentioned

- Sub Pop Records (company)
- Nirvana (product)
- Green River (product)
- Soundgarden (product)
- Mudhoney (product)
- Geffen (company)
- Warner Brothers (company)
- The Shins (product)
- The Postal Service (product)
- Pearl Jam (product)
- Alice in Chains (product)
- Melody Maker (other)
- London Observer (other)
- U.S. Bank (company)

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- [321 - REPENT! The Label King, Robert Parker, is here!](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-08-11-321-repent-the-label-king-robert-parker-is-here) (People of Packaging)
- [Surviving the Dot-Com Bust](https://hardwarepodcasts.com/podcast/oxide-and-friends/2022-05-24-surviving-the-dot-com-bust) (Oxide and Friends)
- [134: Kevin Kelly Remains Undefeated](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-06-24-134-kevin-kelly-remains-undefeated) (Thoroughly Considered)
- [#207 - FFUPs' Shutdown: Post-Mortem & Lessons for Brands](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-29-207-ffups-shutdown-post-mortem-lessons-for-brands) (The Startup CPG Podcast)

## Citing this page

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