The Soul of North Staffs Ltd, or SONS for short, was set up in 2004 as an outlet for independent recording and publishing.

Having recently received national attention from Steve Lamacq and Huw Stephens (6music, BBC Radio 1) as well as Mark Radcliffe and Stuart Marconie (BBC Radio 2) SONS has earned comparisons to Factory Records for its DIY ethic and its unique label sound.

SONS' first chart success came with the simultaneous release of 3 singles in January of 2007 by This Is Seb Clarke, Friends of Ken and The Title. These singles charted respectively at 7, 9 and 15 in the UK Independent Chart and received national airplay across 6music and Radio 1.

In March 2008 the label once again released 4 singles simultaneously, all of which entered into the top 5 of the UK Independent Chart in their first week of release: This is Seb Clarke, the label's longest serving signees marked the label's highest chart position to date, knocking The Futureheads off the number 1 spot.