2. Motown -- In the 1960s Berry Gordy called his Detroit label "the sound of young America," and he made this claim stand up. Gordy's reign barely outlasted the 1960s -- his grip was too strong, his salaries too low. But during the 1960s and early 1970s Motown brought together some of America's finest musicians, singers and songwriters, and created a factory of art that Warhol could only dream of.

3. I.R.S./SST -- Two different labels that hit their peaks at the same time (1980s) and appealed to the same audience (young white collegians). The main difference between the two was that I.R.S. was successful. So named because owner Miles Copeland's father was in the C.I.A., I.R.S. hit the big time with the Police and the Go-Gos, while staying hip with the English Beat and R.E.M. (in their early pre-platinum days). SST was formed in Los Angeles by Greg Ginn and n ever had a showing at the top of the charts, but this only made it more endearing to its audience , who respected Hüsker Dü, the Minutemen, Sonic Youth and the Meat Puppets for "not selling out." I.R.S. Records disappeared, though Copeland continues to make millions managing Sting and running a new label, Ark 21. Ginn and SST were less fortunate; the label was sued in 1991 by U2 for an album by the SST band Negativland. Ginn then sued Negativland himself, and soon after the Meat Puppets sued Ginn for withholding profits.

4. Def Jam -- Def Jam was formed in the early 1980s by Rick Rubin and Russell Simmons, and quickly found success with Run-D.M.C. By 1987, Rubin had left, but Simmons continued and made Def Jam synonymous with rap's biggest and best acts, including Public Enemy, L.L. Cool J. and the Beastie Boys. Def Jam branched out in the 1990s to include an HBO comedy show and a line of clothing.

5. Matador -- Matador used to be the official alternative branch of A&M records, a once-successful and always-dull label run by Herb Alpert (Tijuana Brass) that recently ceased to be. But Matador remains better than ever, with alternative rock's finest line-up, including Pavement, Belle and Sebastian, Yo La Tengo and Liz Phair. No platinum sellers here, just some of the finest music in rock today.

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