Bruce Pavitt (born March 7, 1959) is an American music historian, critic, DJ, speaker, author, and founder of the Sub Pop record label. In 1980, Pavitt started an indie-rock fanzine, Sub Pop, which focused on regional music scenes around America. The zine then evolved into cassette compilations, and then further evolved into the Sub Pop record label, based in Seattle. Bruce joined forces with Jonathan Poneman in 1987, when they collaborated on the “Screaming Life” EP by Soundgarden. Their business then became a full-time job when the Sub Pop Records corporation opened its office doors on April 1, 1988. Bruce is most famous for helping to frame and market the Grunge music phenomenon in the early 1990s by helping to build a compelling narrative of the Seattle music scene in the international press that captured the world’s imagination. Bruce Pavitt is currently the CEO of Modify Music, a music software company that specializes in interactive music.