History
In September 1999, after the success of their night club the "Phonic: hoop and Shake Yer Wig", Paul jonas & Robert Luis, two music-obsessed friends, decided to launch their own label.
From the improvised 'office', under Robert Luis' stairs, the new Tru Thoughts records started its history with their first 12" EP "Alarming Frequency". There followed many releases which step by step built on the success of the label, including Bonobo's Animal Magic (July 2000), Quantic's The 5th Exotic (June 2001) and Jon Kennedy’s debut album We’re Just Waiting For You Now (July 2001).
In 2005 Tru Thoughts were awarded Label Of The Year at the annual Gilles Peterson Worldwide Awards.
Will Holland, widely known as Quantic, has released under a number of monikers on the label; including projects such as Quantic, The Quantic Soul Orchestra, Flowering Inferno, The Limp Twins, Quantic and his Combo Barbaro and his 2012 collaboration Quantic & Alice Russell with the Combo Barbaro.
In 2009 Tru Thoughts celebrated its 10th birthday, with more than 200 releases, spotlighting an independent, eclectic and original music, acknowledged for its quality by music specialists.
Tru Thoughts has discovered various notable artists who have subsequently signed to other record labels; Bonobo and Treva Whateva signed to Ninja Tune, Chris Clark signed to Warp Records, Jon Kennedy to Grand Central Records, Chroma to LTJ Bukem's Good Looking Records and The Capoeira Twins signed to Timo Maas' Hope Recordings.
The label has a publishing company called Full Thought Publishing. The music from the label has been used on adverts for iTunes, Ford, MLB, Mercedes Benz, and Unilever and appeared on numerous TV programmes and films.
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—Griffin Jay, and Reginald LeBorg. Prof. Norman (Frank Reicher)