The label's roster now includes a collective of pop artists such as Jonathan Bree, Princess Chelsea, The Ruby Suns, and Edmund Cake.

[2] Lil' Chief Records was founded in New Zealand by indie pop musicians Scott Mannion and Jonathan Bree in 2002.

[1] Likewise, both were having difficulty finishing their respective albums and finding a label, particularly since the trend in New Zealand at the time was towards guitar-based rock bands.

[6] The label soon set up its headquarters in the Auckland flat[1] of Gareth Shute, a local writer and musician who had befriended Scott Mannion.

Dubbed 'The Ghetto,' the large flat's rooms and graffiti-lined garage became a regular rehearsal space, as well as a recording studio for many of the label's future releases.

In 2004, the band The Ruby Suns was formed when Ryan McPhun moved to Auckland from California and started playing in The Brunettes and The Tokey Tones.

The label's community of musicians also formed a cover band called Disciples of Macca, which focused on solo Paul McCartney and Wings material.

As of 2013 label continues to release indie pop bands, such as the all-girl project The Gladeyes and Princess Chelsea.