[1] The label was started by Bruce Brodeen in November 1994[2] It primarily focused on power pop, a form of guitar and harmony driven retro-rock.

[3] Within this genre, the label quickly became the center of a small but ever expanding cult of power pop enthusiasts.

Not Lame released over 100 albums, including the annual 3-CD compilation of the International Pop Overthrow festival from 1997 through 2010 (with later years being brought out by Brodeen privately).

[4] The label also released albums for artists like Tommy Keene, Dwight Twilley,[5] Doug Powell, and Mark Helm, as well as bands such as Myracle Brah,[6] The Deal,[7] Sweet Apple Pie, Hawks, and Wanderlust; and box sets for such notables as Jellyfish and The Posies.

[8] The reasons Brodeen mentioned for his decision were a career switch he had undertaken, combined with decreasing music sales in recent years in an already small market for CDs in the power pop genre.