Richard King's How Soon Is Now? is a landmark survey of the record labels that make up the backbone of the independent music industry and the hugely inspirational, eccentric, impulsive and visionary figures who created them. Labels such as Factory, Rough Trade, Mute, 4AD, Beggars Banquet, Warp, Creation and Domino began shifting the musical landscape and trading on an ethos and identity no brand consultant would now dare dream of. This is the story, set to an incredible soundtrack, of the enormous scale of the passions, the size of the egos, and the true extent of the madness of the mavericks who had the vision and bloody-mindedness to turn the music world on its head.