It was most active and achieved its greatest commercial success during the 1990s, dealing largely in the field of urban music.

LaFace was formed in 1989 as a joint venture between the producing duo Antonio "L.A." Reid & Kenneth "Babyface" Edmonds, and Arista Records.

LaFace went on to become a successful label throughout the 1990s, responsible for launching the recording careers of such popular acts as: TLC, Toni Braxton, Outkast, Pink, Usher, Goodie Mob and Donell Jones.

Towards the end of the decade, LaFace produced fewer artists, while Babyface began to focus more on his own music career.

[1] After receiving a $15,000 advance from LaFace in 1993, Outkast started recording the album, which was executive produced by L.A. Reid and Babyface.