In 1997, Erick Morillo who had a very clear vision of where he wanted to take his label launched Subliminal. “We spent eighteen month’s getting everything right” says Erick. “Getting the logo right; getting the design just so. We didn’t want to look like any other US label. I think small things set you apart from the start. I want the label to be known for quality music, so when you go into the store and buy a Subliminal record, you know you’ve got a quality record.”
In only 7 years Subliminal ceased being distributed by another company and has become an independent distributor in its own right. It has three new imprints: Sondos, catering to a darker sound; Subliminal Soul, which offers soulful deep house and SUBUSA, unique blend of 80’s electro house. Also, this year, Morillo, Yousef, Dave Beer and Paul Woolford have debuted a new label, What Goes Around. In addition, there’s also Harry Romero’s label, Bambossa. Subliminal Records has recently focusing on releasing artist albums, such as Bob Sinclar’s “Champs Elysees” and Thick Dick’s “Tribal Seduction”. Its mixed compilation series, “Subliminal Sessions” which is in its fifth installment, mixed by Erick Morillo, is scheduled to be released on June 30th in UK and Spain and July 1st in the US.
The label’s first Top 10 UK hit was “Must be the music” by Joey Negro and their Ministers De-La Funk release, “Believe”, was voted Best House garage 12-inch at the 2000 WMC. “Big Love” by Pete Heller was voted Underground 12-inch Dance Record that same year. Subliminal Records has received “Best Independent label” honors for the last 2 years at the Muzik magazine awards in the UK. Recent achievements includes Who Da Funk’s “Shiny Disco Balls” which received worldwide acclaim and entered the UK National Charts at number 15. Subliminal was named the "Best 12" Label" in 2001 by Mixer Magazine and Subliminal Sessions Underwater at Pacha in Ibiza won the Best International Club Award at the Muzik Magazine Dance Awards for 2002.
Subliminal Sessions is in its sixth year of residency in NYC as well as residencies in Madrid, Ibiza, UK, Scotland, Ireland & Switzerland. Also, in 2003, Subliminal Sessions is hosting arena of the following festivals: Creamfields Liverpool, Exit Malta and Mystery Land in Amsterdam.
Subliminal has on several compilation label deals on all around the world as France, Greece, Spain, Mexico, South Africa, and Brazil. The success of its compilation series, Secret Weapons and Subliminal Pacha CDs has earned further respect in the dance music world and have sold over half million records and in 2003, Subliminal celebrated its 100th release.
2004 saw the release of artist albums from Erick Morillo (My World), Harry “Choo Choo” Romero (That Beat), and Monkey Bars (Food-Eating Food). It also saw the release of some pretty big tracks, including the summer anthem “Let The Sunshine Thru” by Richard F featuring Samantha Stocks, and “So Many Times” by Gadjo featuring Alexandra Prince.
Rolling into 2005 was the US release of a special compilation by Erick Morillo, ‘The 2 Sides of My World”. Not even halfway through the year, and Subliminal’s had some amazing stories, including the 50th release on the Sondos label, some massive tracks, being playlisted on BBC Radio 1 daytime (“So Many Times” by Gadjo feat. Alexandra Prince and “Shined On Me” by Praise Cats) and in the US on WKTU New York (“So Many Times”), and being named Best US Dance Label at the 2005 International Dance Music Awards during the Winter Music Conference.