Suggs tells the story of the record label Stiff. Stiff Records is a British independent record label formed in London, England, by Dave Robinson and Jake Riviera . Originally active from 1976 to 1986
Established at the outset of the punk rock boom, Stiff signed various punk and new wave acts such as Nick Lowe, the Damned, Lene Lovich, Wreckless Eric, Elvis Costello, Ian Dury, and Devo. In the 1980s, with most of their early signings having moved on, the label found commercial success with Madness, The Pogues, Tracey Ullman, The Belle Stars, Kirsty MacColl and others.
Early in 1977, Stiff Records picked up speed, signing Wreckless Eric, Ian Dury, and Elvis Costello, who had once been a part-time roadie for Brinsley Schwarz. Bigger sales followed, and a distribution deal with Island Records through EMI was set up. After arranging for Costello and Lowe to be signed directly to CBS Records' Columbia label, a similar deal was made with Arista who released Ian Dury's first album
