Label Profile: XL Recordings

"The Prodigy have had the biggest impact of any of our artists," says Richard Russell, CEO of XL Recordings. "They are very leftfield but became massively commercially successful; there was a culture-bending aspect to it. Dizzee Rascal and the White Stripes have now also achieved that."

The Prodigy may have changed the history of music, but it wasn't until 1997 and third album, The Fat of the Land, that the public became aware of them. It went to number one in 26 countries, including the US.

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It was only when Liam Howlett went off to do a fourth record, that XL was able to focus on other acts. What had initially started as a niche hardcore rave label (the Prodigy's first release was the label's nineteenth), XL started to expand into other genres.

"We don't have any specialist area any longer," says Russell. "I look for artists with a strong musical and visual identity."

With that mentality, Russell signed dance duo Basement Jaxx in 2000. Badly Drawn Boy was next to join the ranks, going on to win a Mercury Music Prize for his debut album, The Hour of the Bewilderbeast.

As independent labels go, Russell's label seems to have more than its fair share of outstanding musicians.

"I think we're good listeners," says Russell. "People who want success don't tend to be sitting at home given the huge number of ways to connect with an audience nowadays, so they do come to us. But we are good at listening to their visions and being excited by new ideas."

This is exactly what happened when M.I.A turned up at the XL's office and told Russell she heard he'd been looking for her. He hadn't, but was willing to sign her and put out a record that he describes as "ahead of its time." It sold 300,000 copies, and in August XL release her second album.

"The thread is quality," says Russell. "All our artists are the best in their field." This can certainly be said of the White Stripes, the Detroit garage rock band signed in 2003 who have just released their sixth album.

Russell followed a classic route into the music industry, making his own music before slipping into production. Inspired by his father's Beatles records, he was 14 and beginning to explore his own tastes when hip-hop started to become a force in music.

"It was the era of Def Jam, the first Public Enemy record, the Beastie Boys and Run DMC. I went to see them all and got a hip-hop radio show on a pirate radio called Obsession," he recalls.

But the training for running the company came from selling mix tapes on Camden market. It was, says Russell, "not strictly legal, but taught you every skill from producing to marketing."

Leaving school at 18, Russell then moved to New York to work in Vinyl Mania, a record shop in Greenwich Village. It was here that he met Tim Palmer, who came to purchase records for his shop in Soho. Russell moved back to London, secured a job in his shop, and the pair started putting out 12 inch records.

The offices in Ladbroke Grove, affiliated to the Beggars label, are a far cry from the tiny outfit in Soho, but Russell says the ethos and quality is just the same.

And can XL Recordings still offer artists something different in today's market?

"Independents are more valid than ever," says Russell. "Today's industry has been sped up by the internet. Artists can do their own thing if they want, and major labels are interested in instant commercial success, whereas we can offer personal attention."

"And as for XL, we will continue to be hungry for new artists and ready to put out exciting music that will challenge fans."

The White Stripes: XL have ventured into rock

Introduction: XL spans the genres. From the Prodigy's rave music, through the American rock of The White Stripes, to Devendra Banhart's folk sound, their artists are eclectic and original. The Ladbroke Grove based label is not afraid of releasing challenging music.

History: Affiliated to Beggars, XL Recordings started life in the late Eighties, in Groove Records, a Soho music shop owned by Tim Palmer. After meeting Palmer in New York, Richard Russell returned to London and joined the label. XL initially specialised in acid house, rap and hip-hop, putting itself on the map in 1997 with the release of the Prodigy's The Fat of the Land. Since then the label has increased the range of artists it signs, while ensuring it retains the independent ethos by only having a limited number on its books at any one time.

What they say: "I look for originality, inventiveness, focus, determination, integrity, balls and a clear vision. XL are good at working with artists with a strong musical and visual identity." Richard Russell, CEO.

Notable acts include: The Prodigy, Basement Jaxx, House of Pain, the White Stripes, Dizzee Rascal, Gotan Project, Thom Yorke and Devendra Banhart.

Top tips for 2007: Singer-songwriter Jack Peñate, who released his debut EP, Spit at Stars in April. For 2008, underage scene heroes Cajun Dance Party and folk-soul singer Adele

Pub fact: Dizzee Rascal's real name is Dylan Mills.