Founded by singer Brent Faiyaz and childhood friend Darren Xu in 2023, it specializes in music, visual and sonic art.

In 2015, Faiyaz and his manager, Ty Baisden, founded the label Lost Kids, under which he released his debut and sophomore album, Sonder Son (2017) and Wasteland (2022).

[3] Stoute stated that "It’s been inspiring to watch [Faiyaz's] journey as an artist over the years, and with this partnership we look to further amplify his creative vision and support his entrepreneurial ambitions".

[4] In the announcement, it was stated that the company is not only a record label and was described as "a creative network with the mission of executing visual and sonic art".

[10] On June 6, 2024, during Faiyaz's cover interview with Billboard, he revealed that alongside working on his clothing brand NUWO (an acronym for Not Unless We Own), he's in the development stages for several projects including films, commercials, and signing more artists.