In September 1999, after the success of their club nights "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 organically built on the success of the label, including Bonobo's "Animal Magic" (July 2000), Quantic's "The 5th Exotic" (June 2001), TM Juke's "Maps from the Wilderness" (October 2003), Alice Russell's "Under The Munka Moon" (July 2004) and Nostalgia 77's "The Garden" (March 2005).