Third Mind Records

Lore & Background

Third Mind Records originated from the group and fanzine Tone Death, which Gary Levermore founded in mid-1982 with two friends. While writing the editorial for the second issue of the fanzine around February 1983, Levermore began considering releasing a cassette featuring groups from the fanzine. This led to the double cassette release Rising From The Red Sand Vols. I&II, followed by volumes III and IV in 1983. The compilations featured post-punk, electronic, and industrial bands and sped up Levermore's transition from zine enthusiast to label owner.

The Rising From The Red Sand series received stronger demand than anticipated, helped by a five-star review in Sounds magazine and orders from Rough Trade's London shop. Levermore noted that the compilations sold well and provided the fund base to put out three or four albums. The label developed slowly, releasing seven or eight records annually in its first years, with artists recording for very low sums. Signing Canadian industrial band Front Line Assembly and British singer-songwriter Bill Pritchard in 1987 marked a major step forward, making them the label's flagships in different markets.

Third Mind initially distributed through Rough Trade, then switched to Play It Again Sam between 1987 and 1988. After policy differences ended that partnership, Levermore partnered with American metal label Roadrunner Records in 1992. Roadrunner had bought a 50 percent stake in Third Mind in 1992, paying Levermore a salary for three years to continue running the label while financing new releases. The collaboration ended in April 1994, and Third Mind ceased business activities that same year, with all rights passing to Roadrunner.

Reader's Guide

Third Mind Records played a notable role in the British independent music scene of the 1980s and early 1990s, particularly in post-punk, electronic, and industrial genres. Its founder, Gary Levermore, leveraged his fanzine Tone Death to build a label that released more than 100 titles over its eleven-year existence. The Rising From The Red Sand compilation series was instrumental in funding the label's early album releases and showcased emerging underground acts. Third Mind's signing of Front Line Assembly and Bill Pritchard in 1987 helped the label gain a foothold in both Canadian and British markets. The label's licensing of all releases to American independent label Wax Trax until 1990 expanded its reach internationally. Third Mind's distribution partnerships evolved from Rough Trade to Play It Again Sam and finally to Roadrunner Records, which provided financial stability but also led to the label's dissolution in 1994. The offshoot Fourth Dimension Records, started by Levermore in 1983, was handed over to Richard Johnson after two releases and continued independently. Third Mind's legacy lies in its support of underground music and its role in launching or sustaining the careers of several influential artists.

Did You Know?

• The Rising From The Red Sand compilations were initially released as double cassettes.
• Third Mind releases were licensed to various American labels, including Wax Trax for some Front Line Assembly titles, but not all releases.
• In 1992, Roadrunner Records bought a 50 percent stake in Third Mind.