Started in 1994 by Herb Alpert and Jerry Moss after they sold A&M Records to Polygram. The intent of the label was to recreate the initial concept of A&M Records as a small 'boutique' label.

The label signed artists Gillian Welch and Garbage and Alpert himself released his Second Wind, Passion Dance and Colours albums on the label.

The label was sold in 2002 to Universal Music Group and was disbanded thereafter.