Editing Warp Records (section)

=== Album focus ===
Warp signed a deal with the London label [[Rhythm King]] to distribute records. Beckett and Mitchell regretted the deal, as it did not grant them royalties.<ref name="King-2012" /> Coming close to bankruptcy, Warp signed a new distribution deal with [[Pinnacle Entertainment (United Kingdom)|Pinnacle Entertainment]].<ref name="Trask-1993" />  Warp resolved to remain independent and focus on building artists and longevity with [[album]]s rather than releasing singles by short-lived acts.<ref name="King-2012" /> Mitchell said many dance acts struggled with the album format: "There's a big difference between a compilation album and an album you put on and don't take off until the final track's played, which is what we're after doing."<ref name="Trask-1993" /> They also elected not to release rave music, which was popular at the time, a decision Beckett said bolstered Warp's reputation for ignoring convention.<ref name="Trask-1993" />

In 1991, Warp released its first album, ''CCCD'' by [[Sweet Exorcist (band)|Sweet Exorcist.]]<ref name="Stubbs-2011">{{cite news |last=Stubbs |first=David |date=5 November 2011 |title=Warp Records: Richard H Kirk looks back on a futuristic life |url=https://www.theguardian.com/music/2011/nov/05/warp-records-richard-h-kirk |access-date=13 April 2025 |work=[[The Guardian]] |issn=0261-3077}}</ref> It was followed by ''[[Frequencies (album)|Frequencies]]'' by LFO, cited by Beckett as a turning point for Warp.<ref name="King-2012" /> As of 1993, ''Frequencies'' had sold 80,000 copies, half in the US.<ref name="Trask-1993" /> The success saved Warp from bankruptcy.<ref name="The Independent" /> Warp used marketing techniques from rock, arranging mentions in the indie music magazine ''[[NME]]'' and encouraging their acts to tour.<ref name="Simpson-2009" /> In 1991, following disagreements with Beckett and Mitchell, Gordon left Warp.<ref name="King-2012" /><ref name="Jones-2009">{{cite web |last=Jones |first=Charlie |date=31 December 2009 |title=The Dummy guide to Warp Records |url=https://dmy.co/features/the-dummy-guide-to-warp-records |access-date=25 April 2025 |website=DMY }}</ref>