PureVolume was created by Unborn Media, Inc; Mitchell Pavao; Brett Woitunski; and Nate Hudson, all from the University of Massachusetts.
The idea to create PureVolume was that of officer/creator Woitunski after gaining advance knowledge that CNET planned to take mp3.com offline upon acquisition, slated for late 2003.
Prior to the launch of PureVolume, Unborn Media had designed local business websites in Amherst, Massachusetts.
The homepage would have both split of editorial and paid placement, with the content rotating within each spot except the "PurePicks" section, a weekly recommendation of eight new artists for users to enjoy.
After two weeks in the section, Gym Class Heroes were in a meeting with Fueled by Ramen Records, the first band to be 'discovered' on PureVolume, which opened a new chapter in the world of music.