It released original music from artists of the 1950s and 1960s in a variety of genres, including rhythm and blues, doo-wop, pop, and gospel.

"[4] After graduation, Carter took classes at a business college before becoming a clerical worker for the U.S. Army's Quartermaster Corps during World War II.

[6] In 1948, Carter won a talent contest conducted by Al Benson, a disc jockey (dee jay) at Chicago's WGES radio station.

Calvin Carter, Vivian's brother, later joined Vee Jay as it A&R (artists and repertoire) man to discover, produce, and develop new talent for the label.

[4][8] During the 1950s and early 1960s, under Carter's and Bracken's ownership, Vee-Jay became a major independent record label with acts including The Spaniels, Jimmy Reed, the El Dorados, John Lee Hooker, Gene Chandler, Jerry Butler, Dee Clark, The Staple Singers, and The Four Seasons, among others.

Because of their success with The Four Seasons, Vee Jay was approached by Transglobal Music Co., Inc. to carry Frank Ifield's single, "I Remember You".

Meanwhile, Carter continued to work as a radio dee jay, a key factor in attracting musical talent to the label.

[1][17] During Carter's career as a radio dee jay, she helped introduce and promote the music of many notable American recording artists of the 1950s and 1960s.