 Olivia Records sold more than one million records and produced over 40 albums during its twenty years of operation.A separate lesbian feminist movement emerged in the 1970s that reacted to the discrimination of women within the gay rights and counterculture movements, and to the heteronormativity that was embedded in the 1960s US feminist movement.Women's music labels such as Olivia contributed to a 1970s lesbian sub-culture by providing a public platform for the expression of topics that were lacking in dominant political discourse, and helped consumers develop strategies to cope, organize, and articulate their experiences.