New Dawn Records was first established in 1996 as an artist led independent hip hop label.

Given our own background we have an automatic understanding of the artistic mindset. From inception our working model, concentric around an artist’s needs and wishes, built close bonds and provided a natural home for those wishing the freedom to develop and express themselves with a comprehensive support structure in place.

The incorporation of the in-house division UrbanElite gave our roster access to valuable and dynamic logistical assistance with multi faceted issues including production, development, promotions, design and were a ready point of contact to field questions and offer advice regarding general industry matters. Everything required to help optimize a new product’s potential ready for release which the label then facilitated.

Strong working partnerships were built on the foundation of our more personalized approach which would prove mutually beneficial in the years ahead.


This represents our most prolific period coinciding with the signing of a physical distribution deal with Shellshock.

The flagship project came via hip hop crew Belles in Monica and their album “Resistance is Futile”. Their singles “Y’All Under Surveillance” and “Meltdown” including remixes by DMC finalist Krash Slaughta and Phi Life Cypher’s DJ Nappa were regulars on Steve Lamacq’s BBC Radio 1 evening show. There was extensive printed press coverage – this largely being both the pre internet and pre digital age – including high entries in DJ Magazine’s specialist club charts.

Further singles “What D’Ya Need” and “Smoke Filled Rooms”, all released on vinyl and CD formats, would be used in both film and tv. While most media coverage was centred around the UK, due to the expansion of UrbanElite’s operation news extended to Europe, Canada, Australia and the USA.

It is also due to the multi faceted work done by UrbanElite at the time which connected artists worldwide, that a new project, Underground Cartel, was conceived and spearheaded by producer Kruze. Rappers from Europe, Canada, USA, Africa and South America standing side by side on tracks trading bars in their native tongues, a concept in line with the traditional spirit of global hip hop culture and co-operation.

From this project, only the “Dropzone” EP was released, however much more was recorded and will be released in the near future.