Full Surface is a record label founded in 2001, by American hip hop recording artist and record producer Swizz Beatz. The label used to operate through Sony's J and through Universal's Interscope, Motown and Universal Motown. However, the label also had released material through joint ventures with other companies outside the Sony BMG group.
History
The label was launched in 2001 in a joint venture deal with Clive Davis's J Records, which was under BMG. The first artist signed to the label was Philadelphia, Pennsylvania based battle rapper Cassidy, who was affiliated with Ruff Ryders from being discovered by Swizz Beatz's father and as a member of Larsiny signed to Ruff Ryders's subsidiary label TD Entertainment. Other artists signed to the label after its launching were Mashonda, Swizz Beatz's partner, and Ruff Ryders artist Yung Wun. In a January 2003 interview with AllHipHop, Swizz Beatz said: "My new label [Full Surface] is on its way, by storm. We are moving like the army on the creep. I wanted something new so I got a mix of talent – Bounty Killa, Cassidy, Mashonda, Yung Wun, Big Tigg and Mr. Sweat – with me the beat man."[1]