Big Dada was started when music-journo Will Ashon approached Peter Quicke (head of Ninja Tune) to suggest a hip-hop label to run alongside but independently from Ninja Tune. Ashon envisaged the label as a home for musical misfits and pioneers, for those who were more interested in producing something worthwhile than necessarily having a hit. He succeeded, much to the enjoyment of thousands of real hip-hop fans that prefer intelligent, insightful lyrics complete with intricately produced beats and challenging soundscapes instead of stereotypical ghat/ho’/cash lyrics and lazy looped instrumentals. ‘Well Deep’ is the lavish celebration of Big Dada reaching its 10th birthday, which is no mean-feat in today’s fast-moving and musically promiscuous society.