Bon Iver’s Justin Vernon has struck out into the popular and profitable world of entrepreneurship and started his own record label, Chigliak, an imprint of Jagjaguwar. The name is a reference to Northern Exposure (Vernon loves Northern Exposure). In a 2010 interview with Pitchfork, Vernon said of the label, “It’s like a ‘lost records’ thing … totally unsigned shit that never went anywhere but is incredible.” The label’s first release will be a re-issue of a record by Wisconsin electro-pop band Amateur Love, with following releases from 12 Rods and Sarah Siskind.
In related news, Bon Iver’s Justin Vernon is following this writer on the popular social networking website, Twitter. This is perhaps because he simply enjoys reading updates that include both the words “boner” and “metaphysical,” but it is also possible that he takes spiritual guidance from my wizened quips. It is possible, even, that this entire record label venture began in reaction to a recent tweet of mine. In any case, I wish Mr. Vernon the best of luck with his collection of baffling obscurities.