The folks at Algonquin Books generously provided me with three copies of Our Noise: The Story of Merge Records to give away to TIRBD readers. To enter, leave a comment on this post sharing your favorite Merge release and why you like it. Do so by midnight, Friday, Sept. 25 to be eligible. Three commenters selected at random will receive a copy of the book.

I finished my copy of Our Noise: The Story of Merge Records (Algonquin, $18.95, 294 p.) weeks ago, but haven't found a way to jump into a review. It's a massive book full of interesting information, surprises, fond reminiscences and a true indie rock vibe, and I kept waiting for divine inspiration. Barring that, I realized I just needed to dive in. That's fitting, I suppose. Mac McCaughan and Laura Ballance did just that 20 years ago when they started the label to put out 7" singles from their own and other bands.

The book, written by Gawker writer John Cook with McCaughan and Ballance, seemed at first blush like the kind of thing I would skim. I left Superchunk behind many albums ago, and never picked up the likes of Pipe, Breadwinner, Butterglory and the like. I was interested in how the label formed, how it grew and how it worked its way into what is without question the best indie label in the country. But did I need to know everything?

Turns out, I did. Casual flipping through the first chapter led to more intense reading of the next which led to my picking it up at every spare moment, sad when I finished. Credit goes to Cook, of course, for assembling a coherent narrative from the disparate bits of oral history gathered from nearly every major player in the label's history (only Neutral Milk Hotel's Jeff Magnum, unsurprisingly, declines to participate), but the real credit goes to the label and everyone behind it for creating such a compelling story over the past two decades.

The book can be read any number of ways. I found it to be several books in one: A Superchunk bio, a label history, a treatise on the state of indie rock and indie distribution as the 1990s gave way to the 2000s, and a collection of short profiles of Neutral Milk Hotel, Arcade Fire, Magnetic Fields, Spoon and Lambchop. Perhaps the best testament to Cook's skill is that I read chapters about acts I'd never heard a note of (Butterglory/Matt Suggs) or admire much more than I like (Lambchop, Magnetic Fields).

The book, the label's 20th anniversary and all of the attendant hoopla surrounding both make it a great time to be an indie music fan. Mac and Laura have done several interviews, and you can see them perform at some in store appearances, including here and here. Converse.com has some videos from the label's XX Merge 20th anniversary concert series. Lastly, Merge has a second book forthcoming, the Merge Companion, a limited-edition, 350-page book that features every album, CD, single and DVD cover released by the label over the past two decades.

The takeaway here is that the label survived because it put out music that it liked. Sometimes (often) that meant small sales or losses, but occasionally its tastes and that of the masses aligned and it ended up with something like Arcade Fire's Neon Bible, which debuted at No. 2 on the Billboard charts.

"Whatever the future holds for the music business, Mac and Laura aren't too occupied with trying to figure it out," Cook writes. "Merge didn't get where it is by planning for the future, or concocting growth strategies, or trying to get out ahead of its competitors. It simply tried to find music that Mac and Laura loved, and sell it to people who also loved it."

Labels: anniversaries, books, contests, Merge Records, music