A lifelong passion for music brought Bruce to the Evergreen State College in Olympia, WA, in 1979, where he spent time as a DJ at KAOS-FM. Soon after, he started his own magazine named SUB POP, which reviewed hard-to-find independent rock recordings. In 1988, along with business partner Jon Poneman, Bruce opened the doors to the SUB POP record label in downtown Seattle. By the early 90′s, SUB POP had released recordings by Nirvana, Soundgarden and Mudhoney.

Both an entrepreneur and music historian, Bruce has authored two books, Experiencing Nirvana and SUB POP USA, a collection of his early Sub Pop zines and syndicated columns.

Bruce has appeared in a number of documentaries, including Sonic Highways and Hype. His footprints have been bronzed and embedded into the Walk of Fame sidewalk at 6th and Pine in Seattle, alongside Jimi Hendrix and Bill Gates.

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