In the early years of the label's existence, a certain amount of commercial success was garnered from releases by such artists as David Kramer, Robin Auld and later the neo-traditional African band Amampondo.
The label continued to market their own artists but also facilitated the release or distribution of non-label South African acts such as Brenda Fassie, Philip Tabane and the Soul Brothers.
The artists Tony Bird (Malawi/USA), Janvier Honfo (Benin) and Celso Fonseca (Brazil), all in some way connected by Africa and its music, were released on the label through the European offices.
The album has attracted considerable media interest and entered the International World Music charts, where it stayed for four months climbing to position six.
Between 1975 and 1980, the UK label released material by Nazareth, the Sensational Alex Harvey Band, Martyn Ford Orchestra and Voyager, and was distributed successively by EMI, Phonogram and RCA.
Interviewed in 2000, label management of the African company stated that they were not aware of the existence of the UK-based label until several years into business, by which time the name had established itself substantially in the World Music field, having appeared in African and European world music charts a number of times with Amampondo, Celso Fonseca, Cape Jazz (a compilation) and Jean Bosco Mwenda.