In 1974, Norman founded Solid Rock Records to produce records for Christian artists "who didn't want to be consumed by the business of making vinyl pancakes but who wanted to make something 'non-commercial' to the world". Norman produced music on the label for artists including Randy Stonehill, Mark Heard and Tom Howard. Norman also worked with several artists who were signed to other labels, including Malcolm and Alwyn, Bobby Emmons and the Crosstones, Lyrix, James Sundquist and David Edwards. Norman signed a deal with ABC Records to distribute Solid Rock's releases, but was later moved to ABC subsidiary Word Records. In the same year, Norman founded the Christian artist booking agency Street Level Artists Agency.