Despite being wholly owned by a major label, it was classed as an independent label for the purposes of the UK Indie Chart due to the independent distribution, which was used by Virgin as a means of gaining exposure for new acts.
The label was managed by former Virgin retail assistant and Rough Trade label manager Dave Boyd, and it was originally set up as means of obtaining independent distribution for Moose and Revolver.
[1] Boyd persuaded the Virgin management to give the label complete creative control.
[1] The next band to be signed were Verve, whose "She's a Superstar" reached number one on the indie chart.
[1] Boyd's approach was to sign "quality bands and artists with attitude" like These Animal Men, Smash and The Auteurs.