VISION

Our vision is to provide hip hop music that positively influences people. We are committed to maintaining standards above the norm, yet quality music that competes with the best the music industry has to offer.

MISSION

Our mission is to establish Much Luvv as an influential leader in hip hop music while maintaining our uncompromising principles as we grow.

HISTORY

Much Luvv Records was founded in March of 1998 by Bobby Herring aka Tre9. Since Bobby ran a successful building maintenance company, he had the business knowledge and decided to apply it to his own music career. Shortly thereafter, Much Luvv Records was formed.

To launch Much Luvv, Tre9 released a four song EP entitled Thy Kingdom Come in 98’. Then, in 1999 he was able to produce a full-length album Thy Will Be Done. After two years of learning the business of a record label, he was able to produce his sophomore album Marooned. By now, Much Luvv had the steam it needed to take on new artists!

Great changes happened to Much Luvv in 2001. They were able to secure a distribution deal with Grapetree Distributors and get their products in stores. This took the company from citywide to nationwide and provided an opportunity to get more publicity through various media outlets.

In 2002, Much Luvv signed veteran b-boy ColCutz and released Artistically Speaking. Unfortunately Grapetree Distributors closed up shop and Artistically Speaking couldn’t be released in stores. Nevertheless, it did not keep the label from moving forward. ColCutz and Tre9 continued performing in various parts of the United States and kept Much Luvv in the public eye.

Then 2003 began and Much Luvv added a New Orleans-based emcee named CY to the roster. Much Luvv’s fourth release was CY’s, The Complex. CY’s lyrical ability caught the attention of many emcee’s looking for record deals, and then music demos began to arrive at Much Luvv headquarters on the north side of Houston, TX.

Along with those demos and a phone call was Atlanta’s own, Mark J. Shortly thereafter, he joined the ML camp and City of Pain was released in 2004. The signing of Mark J sparked the legacy that Much Luvv was building, especially since he was considered a veteran emcee. He brought credibility and experience to a roster of artists that were still growing.

Also in 2004, Tre9 became very close friends with an artist named Enock. Enock had gained fame and success as a founding and active member of the super group known as the Cross Movement. After leaving the collective in 2000, Enock went through hardships. But after four years of growth and maturity, he jumped right back in the race. He packed his bags and moved to Houston to release his first solo project, AWEthentic. This was Much Luvv’s seventh release and it has been buzzing on the streets ever since it dropped.

Much Luvv has also released DaSouth.com presents Slow Lane Chronicles featuring chopped and screwed music by Paul Wall of Swisher House Records. Paul Wall also hosts the project which features sixteen tracks by various Houston artists including the Much Luvv roster.

In 2005-2006, the entire Much Luvv roster focused on a double disk album entitled, The Next..Now. This project was the longest cd in Much Luvv Records history, with over 25 songs featuring top notch artists such as Tonex, 4th Ave Jones, KJ-52, R-Swift, Pigeon John, & Braille, to name a few.

During 2007, Much Luvv added its first rap group, S.O.M. (Soldiers On a Mission). Based on the hard work ethic and popularity of this four member group, Bobby Herring decided they were just what the label needed to capture younger audiences and keep the label buzzing. Their debut cd with Much Luvv is called, "The Journey Revisited," and will be available May 19, 2009.

Much Luvv continued to expand the roster in 2008, adding the southern lyricist Von Won to the line up. With his clever lyricism, using similes and metaphors frequently, Von amazes his listeners. His cd entitled, Answering the Call, is set to drop September 15, 2009.

Finally we arrive to the year 2009, Tre9 and CY return with new albums. Tre9 releases his third cd, The Farmer on March 31st, while CY drops his sophomore project, Circus World Event Show on July 14th. In addition to these big releases, New Orleans native Gifted was added to the Much Luvv's roster early in the year, with a release date of November 17th for his solo debut. Last but not least, Much Luvv signed ICECE, who will release Frozen Files on June 22nd.

Don't sleep, because this label won't!

Visit our artist's pages to learn more about our artists and listen to their latest heat.