Shall Not Fade is an independent label established in Bristol in 2015 by Kieran Williams, also known as KGW. Its opening release was a compilation, followed by a first physical record from Mall Grab. Its releases range across house, techno, bass, breaks and related electronic dance styles, including drum and bass, jungle and UK garage, with atmospheric and deep sounds also part of its output. For its first four years, Williams and one other person ran the label from a garage.
Time Is Now and Shall Not Fade Basement Tracks are among its imprints; the former focuses on bass-led music, while the latter takes a leftfield approach to club sounds. In 2022 Shall Not Fade opened a shop at Bristol’s St Nicholas Market and issued Tim Reaper’s single End Of The Universe. Cinthie’s Time To F.. became the label’s 100th release in 2023, and BAILE and Nuage’s Back 2 Earth appeared in 2026. The name comes from Shakespeare’s Sonnet 18.
