New Dawn Records were formed in 1996, facilitating some initial low key releases mainly as a way to help some local friends have their music heard.
The main activity began from 2000 when they signed the hip hop crew Belles in Monica, spearheaded by producer Kruze, and helped in their development and recording leading to the group’s only album release “Resistance is Futile” in 2002. The affiliated singles “Y’All Under Surveillance”, “Meltdown” and “What D’Ya Need” were released on vinyl that year and received international radio airplay including key supporters such as Steve Lamacq on BBC Radio 1’s flagship Evening Sessions show.
The singles were particularly well supported in the clubs at the time which led to high entries on DJ Magazine’s specialist charts while the group also featured in international publications including Hip Hop Connection, Billboard, Blues & soul, XLR8R and Hip Hop DX.
Some of their music was also used for a number of Xtreme Sports programmes and small independent film.
The group’s final single release was “Smoke Filled Rooms” in 2003
During this period, the label looked to expand their operation and bring additional dynamics to their overall organization. With a group of fcolleagues, the concept of “Urban Elite” was conceived, originally to build a community of those active in different artforms such as film, photography, music, street art, the aim being to cross collaborate on various projects.
Over time, Urban Elite’s activity centred on film / documentary production, music production and music promotions.