The label was founded in 2011 by Christian Weinrich, named after The Smiths song of the same name. Weinrich had already been active in various bands since the mid-1990s, which allowed him to establish contacts with different musicians. The foundation of the label had taken place after the break-up of his last band. Except for the first release, a release by the US band Black Sleep of Kali, all the other stuff came from Weinrich's immediate environment. The second release was one by Blckwvs, which was followed by one by Noem. Since the fifth release, the debut album by Kadavar, the label's notoriety has been increasing. Bands are usually signed through demo recordings sent to them or through recommendations from other groups. Besides Kadavar, Die Nerven, Fjørt, Space Chaser and Mountain Witch are among the label's best-known groups.