Ninja Tune: Who, What, When, Where, Why
Ninja was created in 1990 by pioneers of the emerging UK hip-hop/electro scene in the eighties, Coldcut's Matt Black and Jonathon More. Inspired by a visit to Japan, Coldcut started the label Ninja Tune to release underground music, free from the restraints placed on artists by major labels.
The label achieved a level of notoriety quickly, due to its funky style, futuristic sound, consistent quality and commitment to eclecticism. The first four volumes of DJ Food - Jazz Brakes, produced by Coldcut, were comprised of instrumental hip-hop cuts, subsequently giving birth to the genre called 'trip-hop', and seen as indispensable tools for DJs. Key in the label's steady success was the constantly growing roster of very different sounding artists.
With the musical and multimedia innovation of Black and More, the studio and musical acumen of all the artists, and the sound business practices, Ninja Tune has grown into a label that prides itself on producing quality music while serving its artists in a way that no major label would. Ninja Tune is quite simply a massive collective of passionate music listeners and collectors just putting out what they think sounds good.