The original company SONS Ltd was formed in 2004 by Seb Clarke, who was shortly after joined by: Neil Graham, Al Padmore, James Wakefield and Tangwyn Davies.

[1] The label consists largely of bands native to the North Staffordshire area and has become a noted figure both locally and nationally, having recently received attention from Chris Hawkins, Steve Lamacq, and Huw Stephens (6music, BBC Radio 1) as well as Mark Radcliffe and Stuart Maconie (BBC Radio 2) SONS has earned comparisons to Factory Records for its DIY ethic and its unique 'SONS sound'.

SONS exclusively record using analogue equipment, deliberately hearkening back to the production ethos of the 1960s; using tape machines, vintage valve amplifiers, and tube microphones for the distinctive warm, saturated character.

The showcases have earned an infamous insignia both in the local and national radar thanks to the late night antics of the audience, band members, special guests and the NME coverage of the events.

The first SONS Showcase took place at the King's Hall and featured DJ slots from Andy Rourke of The Smiths, Huw Stephens, Russ Winstanley the Northern Soul Legend.