Sub Verse

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Sub Verse Music was a record label specializing in hip hop. It existed from 1998 to 2003 and released recordings by MF DOOM, Blackalicious and KMD, among others.

The label was dedicated to underground, conscious hip-hop and was started by Bigg Jus, one of the founders of the underground NYC group Company Flow of Rawkus Records, Peter Lupoff, an entertainment investor, and Fiona Bloom, hip-hop publicist and then label manager of the hip-hop label 3-2-1 Records.

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. Their records were distributed worldwide through EMI and received critical acclaim.

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. The events of 9/11 also took their toll on the morale and the financial fortunes of the NY company. These factors occurred just as Sub Verse’s music started to become more broadly accessible, with releases by MF DOOM, the important release of KMD’s Bl ck B st rds, and LPs and singles by some up and coming artists such as C-Rayz Walz, BukueOne, Tariq L and DMS. Sub Verse put out its last release, a compilation called “Seditious Jewels”, in 2003.
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