Gus van der Berg (1932 - 2004)
Popatist Van der Berg had initially run a small record shop called Yellow in Newark, NJ, specialising particularly in "krautrock" imports, before turning his business into a fully-fledged record label.
In 1972 he founded the Yellow Records.
The name Yellow, according to van der Berg (in his autobiography), arose from a colleague of his when they were brainstorming business ideas. She suggested Yellow - as van der Berg is half chinese.
During the mid -60´s van der Berg lived in Greenwich, New York, and was hanging around Andy Warhols´The Factory.