Sub Verse was launched in 1998 and released artists such as Blackalicious, Rubberroom, Scienz of Life, KMD, MF Doom, Micranots, C-Rayz Walz and Bigg Jus.
[1][2][3][4][5] Though Sub Verse came very close to getting bought or invested in by MCA, with the industry in decline the label eventually ran out of money and could not put out records that would at least make the cost back.
Sub Verse Music supported the underground hip-hop scene in NYC and to a degree, the larger cities in the US with shows in New York, regularly at The Knitting Factory for instance.
The label had a separate entity, called "Subversive Skool", run by Fiona Bloom with Peter Lupoff, that brought underground artists from outside NYC to New York.
[8] While label co-founder Bigg Jus had a view of a more dusty underground sound, C-Rayz was friendly with Lupoff and later with Bloom.
After his meeting up with Bigg Jus in ATL, Sub Verse re-mastered and re-released his Operation: Doomsday with a new track: "I Hear Voices (Part 1)".
[citation needed] He was known to labels as "the cleaner", for his ability to clean up botched projects, and to others as "Stylin' Pete Style", for his dressy apparel.