About
What Are Records? (sometimes printed as W.A.R.?) is an independent American record label located in Boulder, Colorado. This label name is occasionally used for ℗ & ©, and parent company What Are Records? Ltd. is occasionally used as default label name. Founded in New York City in 1991 by owner Rob Gordon, former director of A&R at EMI. The company moved to Boulder in 1994. The label has been in innovator in creating alternative business concepts in the record industry, turning the classic "Variable Profit" model on it's head, providing that prize to the artists while the label receives a fixed percentage. Housed in a locally famous and handsome building of modernist design on the main artery of Boulder, CO.
