Elevation was a record label set up as a joint venture between Creation Records

Creation Records

Creation Records was a British independent record label headed by Alan McGee. Along with Dick Green and Joe Foster, McGee founded Creation in 1983. The label lasted until its demise in 1999. The name came from the 1960s band The Creation , whom McGee greatly admired. McGee, Green and Foster were...

 and WEA

Warner Music Group

Warner Music Group is the third largest business group and family of record labels in the recording industry, making it one of the big four record companies...

 in 1987. Frustrated with the limitations of independent distribution and financing, Alan McGee

Alan McGee

Alan McGee has been a record label owner, musician, manager, and music blogger for The Guardian.McGee is best-known for co-forming and running the independent Creation Records label from 1983–1999, and then Poptones from 1999-2007...

 set up the label to get wider distribution and sales for some of the bands on Creation, with a view to generating additional funds for investment in other Creation artists. The label released albums and several singles by Primal Scream

Primal Scream

Primal Scream are a Scottish alternative rock band originally formed in 1982 in Glasgow by Bobby Gillespie and Jim Beattie and now based in London. The current lineup consists of Gillespie, Andrew Innes , Martin Duffy , and Darrin Mooney...

, The Weather Prophets

The Weather Prophets

The Weather Prophets were a British indie band formed in London in 1986 after the break-up of The Loft. After two studio albums, the band split up, with singer Peter Astor going on to a solo career.- History :...

, and Edwyn Collins

Edwyn Collins

Edwyn Stephen Collins is an Ivor Novello Award winning Scottish musician, playing mostly electric guitar-driven pop. Collins formed the musical group Nu-Sonics in 1976, which later became Orange Juice...

, although the deal with WEA collapsed due to disappointing sales.

McGee described the label shortly after its collapse as his "biggest mistake", saying that WEA expected instant hits.

Albums

• ELV1: The Weather Prophets - Mayflower (April 1987) UK
  UK Albums Chart
  The UK Albums Chart is a list of albums ranked by physical and digital sales in the United Kingdom. It is compiled every week by The Official Charts Company and broadcast on a Sunday on BBC Radio 1 , and published in Music Week magazine and on the OCC website .To qualify for the UK albums chart...
  
   #67
• ELV2: Primal Scream - Sonic Flower Groove
  Sonic Flower Groove
  Sonic Flower Groove was Scottish band Primal Scream's debut album. Released in 1987, Sonic Flower Groove featured psychedelic, Byrdsy jangle pop and was the only Primal Scream album to feature founder member Jim Beattie ....
  
  (October 1987) UK #62

Singles

• ACID1/1T/1TX: The Weather Prophets - "She Comes From the Rain" (March 1987) UK
  UK Singles Chart
  The UK Singles Chart is compiled by The Official Charts Company on behalf of the British record-industry. The full chart contains the top selling 200 singles in the United Kingdom based upon combined record sales and download numbers, though some media outlets only list the Top 40 or the Top 75 ...
  
  #62
• ACID2/2T: The Weather Prophets - "Why Does the Rain" (July 1987)
• ACID3/3T: Primal Scream - "Gentle Tuesday" (June 1987)
• ACID4/4T: Edwyn Collins = "Don't Shilly Shally" (May 1987)
• ACID5/5T: Primal Scream - "Imperial" (September 1987)
• ACID6/6T/6B: Edwyn Collins - "My Beloved Girl" (November 1987)