Big Dada

Big Dada was started when then-music journalist Will Ashon approached Peter Quicke (boss of Ninja Tune) and suggested a hip hop label to run alongside but independently of the venerable indie. Heavily influenced by the underground hip hop scenes that had grown up in LA in the early nineties and then New York in the mid-nineties, Ashon envisaged the label as a home for those who were more interested in producing something worthwhile than necessarily having a hit.