After the release of a couple LPs featuring local rock bands, original owner and founder Steve Lefever had plans to let the label die.

[1] Then, in 2000, he approached the then-frontman of Before Braille, Dave Jensen,[2] who had been working for two years to create a compilation album for the benefit of a local Phoenix art house and music venue, Modified Arts, and invited him to join in the management of Sunset Alliance and release that compilation on the label.

[3][1] While Dave Jensen's original plans had been to release that record on his own start-up label, Aireshire Drive, he jumped at the opportunity.

[11] In January 2010, Sunset Alliance celebrated its ten-year anniversary with a revue show featuring some of its most successful bands, including: Before Braille, Fivespeed, The Player Piano, Novi Split, The Letterpress, and special guests Pinewood Derby.

[12][13] Today, Sunset Alliance remains an active record label cooperating with different artists globally and focusing mainly on indie and alternative music.