The label was founded in January 2005 by Claude VonStroke (aka Barclay Crenshaw) and specializes in a brand of house music he describes as "tech funk.
[4][5] Claude VonStroke got the idea to create a label in 2002 during the production of Intellect, an intensive study and documentary on DJs and producers in house music and techno.
"[2] VonStroke also credits his wife as being the one who helped execute the idea of the label both financially and tactically by giving him a one-year trial with a deadline to pull it off.
In 2013, VonStroke began picking a lowbrow surrealist every year to be an "artist in residence" to create release artwork for the label.
Notable artists in residence have included Graham Carter, Raoul Deleo, and Dan May.