The Verve
Ashcroft formed The Verve (originally just Verve) in 1990 with McCabe, Jones and Salisbury. The band signed to Hut Records and became well known for their appetite for both psychedelic music and drugs. They also became a part of the Britpop movement. The band split in 1995, and around this time Ashcroft wrote a collection of songs he intended to release as his first solo album. However, by 1997 he had changed his mind and asked McCabe to return (alongside new member Tong), reforming The Verve and releasing the very successful album Urban Hymns. Ashcroft was at the forefront of the band's popularity, receiving an Ivor Novello Award for his songwriting and being referred to by the press as "the unmistakable face of the Number One rock band in England". However, the pressures of touring and the tensions within the band led to McCabe's departure in mid-1998 and the announcement of the band's break-up in April 1999.
In early 2007, Ashcroft made peace with McCabe and Jones and The Verve's reunion was announced in June. The band played gigs later that year and continued touring in 2008, headlining at several festivals around the world. A new album, Forth, was released in August.
In August 2009, The Verve broke up for the third time.
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