Subliminal is the respected and influential dance music label responsible for bringing cross-over dance hits and underground records to DJs around the world. After a short period on ice, it’s returned, stronger than ever and armed with a whole host of new tracks and artists. It’s ready to enter the next chapter of its history through a strategic partnership with label Strictly Rhythm…

Subliminal was launched in 1997 by superstar DJ Erick Morillo.

“Getting the logo right; getting the design just so. We didn’t want to look like any other US label. I think small things set you apart from the start. I want the label to be known for quality music, so when you go into the store and buy a Subliminal record, you know you’ve got a quality record.”

In the twelve years that have since passed, Subliminal has cemented itself as one of the cornerstone House music labels in the world. It is one of those rare labels that has had a genre of Dance music named after its vibe, hence the creation of the ‘Subliminal Sound’. Morillo has certainly achieved his original objective of supplying successful, quality dance records without compromising his integrity.
 

It is famously led by this master of promotion who through his larger than life personality and his passion for dance music has propelled the label ever forward.

Erick is truly unique. As a DJ, producer and chief A & R of his own label his philosophy is simple; he picks up the records that he knows will cause seismic reactions on his dance floors. “It’s all about signing records that I would play and that would have a big effect on the crowd anywhere in the world”.

The constant traveling that comes with the territory of being a permanently in-demand DJ also provides an advantage. He gets to hear the tracks and meet the producers wherever he travels, bringing this influence to Subliminal and his DJ sets. “There are not many labels out there that have the ears of the world, but we are fortunate to have them.”

This has proved a successful strategy, with many chart topping releases to the label’s credit, including their first UK Top Ten ‘Must Be The Music’ by Joey Negro (later licensed to UK label Incentive), the infectious and tongue-in-cheek ‘Shiny Disco Balls’ first released in 2002 and reaching 15 in the UK charts, which has now warranted a re-release with a new remix package. And who could forget Pete Heller’s ‘Big Love’ (licensed to the US) which was remixed by Subliminal production trio Dronez (AKA Erick Morillo, Jose Nunez and Harry Romero).

It was also the latter team that formed the core of the label, Jose Nunez and Harry ‘Choo Choo’ Romero were two artists that Erick worked with from the get go and has formed a solid partnership with since. Both DJ’s command huge respect on the international DJ scene and are currently extremely sought after.