The label was formed to sign The Escape Engine, whose lead singer was a friend of Strauss's since grade school.

Kevin B. Robbins teamed up with Jonathan in late 2003 and by 2004, the two had added We're All Broken and Race The Sun to the label's roster.

[2] Because of Fidelity Records' success with The Escape Engine, the label came to be known as one of the most perplexing music industry occurrences of 2003; a small label, started by a 20-something from New Jersey with almost no prior record industry experience, who signed a band for their first release and seemingly from out of nowhere the band is a buzz and appearing on MTV.

Whatever the case, by 2005, after the release of four albums and the break-up of several of the bands, the label appeared to have slow down almost to a halt.

In 2006 Jonathan Strauss along with Michel Bezoza & Dave Miller started Heroine Clothing.