The label began as a compilation album, Happy Happy Birthday to Me Volume 1, before it expanded into a 7-inch singles club, which released records by Of Montreal, Marshmallow Coast, the Essex Green, Great Lakes, and Masters of the Hemisphere, while also releasing several tape and CD compilations. The singles club was noted for its individuality, with each individual record by an artist often being different. For example, each copy of The Essex Green's single came with a different original photograph on the sleeve, while Marshmallow Coast's were hand-drawn by school children. The label then began to release full-length CDs for the first time, the first of these being Birddog's A Sweet and Bitter Fancy. The label also continued to release 7-inch singles, compilations and T-shirts, as well as a video compilation DVD, and a further singles club featuring Bunnygrunt, Casper and the Cookies, and Andy from Denver. There are currently over nearly 200 releases on the label, and an even larger catalog of distributed titles. Today, its catalog has expanded to span several genres.
