 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.