“If it ain’t Stiff…”: The beginnings of the cult British label, Stiff Records

Dave Robinson and Jake Riviera founded Stiff Records in London in 1976, aiming to release music that major labels overlooked. Arriving as punk and new wave were emerging, the independent label helped bring new artists to wider attention and became known for its provocative slogan, “If it ain’t Stiff, it ain’t worth a fuck”.

Stiff began with a £400 loan from Lee Brilleaux of The Feelgoods and released Nick Lowe’s “So It Goes” as its first single on 14 August 1976; it reportedly cost about £50 to record. The label signed The Damned two months later and released “New Rose”, widely regarded as the first English punk record. Elvis Costello also became an important part of its legacy, though his time with Stiff was brief.