Following the success of the Spice Girls, Virgin Records decided to delve into the pop market.
In doing so they poached Hugh Goldsmith from RCA Records (famous for steering Take That's initial flagging sales, to a multi-platinum act).
The label continued to thrive well into the mid-2000s with Atomic Kitten and Blue achieving Platinum sales.
Not long after Goldsmith's departure, Innocent Records was shifted from Virgin Records to the newly formed Angel Music Group, EMI's newly created commercial division, which also handles EMI Classics.
Innocent Records' most notable success during this period was Blue's Simon Webbe's double platinum solo album Sanctuary.