in 1996, 12 rods became the first american act to sign to the newly founded v2 records, then a part of richard branson's virgin group, where "gay?" was reissued, making it the group's first major label release. the band's next album "split personalities" was released in 1998 and was named in "pitchfork"s first list of the best albums of the 1990s (although it was absent in the second version). minneapolis musician bill shaw joined the group around this time, serving as its bassist until the end of the band's career.