Subliminal Records History

In 1997, Erick Morillo had a very clear vision of what he wanted to do with his fledgling Subliminal Records label, launched with partners Harry ‘Choo Choo’ Romero and Jose Nunez. With no intention of rushing into the venture without careful planning, the three spent an entire year plotting the goals, sound, and even the minute visual designs that have become synonymous with the internationally successful dance music label to this day. 

Since then, Subliminal has grown and diversified. Not only has it ceased being distributed by another company but has become an independent distributor in it’s own right. Sub-labels include Harry Romero’s Bambossa as well as three other new imprints: Sondos, catering to a deeper, darker sound; Subliminal Soul, which offers jazzy, soulful deep house and SUBUSA, unique blend of funky 80’s electro house. These labels are committed to the Subliminal vision of releasing the best house music in the world and have been enthusiastically received by fans and critics alike. 

Subliminal’s initial successes includes the label’s first Top 10 UK hit “Must Be the Music” by Joey Negro, the Ministers De-La Funk, “Believe,” which was voted Best House 12-inch at the 2000 Winter Music Conference, and “Big Love” by Pete Heller. Subliminal Records has since received “Best Independent label” honors for two consecutive years at the Muzik magazine awards in the UK, and was named the "Number One 12-inch Label" in 2001 by Mixer Magazine.

Subliminal Records has embarked on several international label deals to help spread the Subliminal sound via CD compilations, such as France, Greece, Spain, Mexico, South Africa, and Brazil. The success of the seven volumes of Subliminal Sessions compilation CDs, as well as the Secret Weapons and Subliminal Pacha CDs, has earned Subliminal further respect among the dance music community.  Over half a million records have been sold worldwide, and in 2003 Subliminal celebrated the release of its 100th 12-inch: “Dancin’” by label founders Erick Morillo, Harry ‘Choo Choo’ Romero and Jose Nunez.

The same work ethic and dedication to quality that was the hallmark of Subliminal’s releases is also seen in its successful club nights around the world.  Beginning with the first Subliminal Sessions residency at New York’s Centro-Fly, success quickly led to other residencies in Ibiza (Best International Club Award at the Muzik Magazine Dance Awards, 2002), Madrid, Sheffield, Middlesbrough, Manchester, Leeds, Belfast, Glasgow, and Lausanne.  It’s annual “Sessions” party at Miami’s Crobar is one of the highlights of the Winter Music Conference.  In 2004, an amazing 3000 fans rushed the doors (leaving another 500 outside) in order to see Sean “P. Diddy” Combs perform live over Morillo’s beats.

2004 has been an especially successful year for the label, with the release of the debut artist albums of Erick Morillo’s “My World”, Harry ‘Choo Choo’ Romero’s “That Beat” and Monkey Bars’ “Food-Eating Food.”  Alex Alicea and Jorge Jaramillo of Who Da Funk are working hard on solo projects, and such dance music luminaries as Benny Benassi and Robbie Rivera are partnering with the label.  Subliminal DJ’s and artists continue to play to sold out crowds here and abroad, and the gang are gearing up for such high profile events as the domestic release of “The 2 Sides of My World” and a new high profile residency in their hometown of New York City.  It looks like all that hard work is paying off.