Interview with Toby Harris: The Story Behind Music Label, 100% Records

We speak to Toby Harris, the founder of 100% Records, an independent music label and artist-focused business based in West London.

What started as a small operation in 2008 has grown into a company that looks after everything from releasing records to running artist stores and producing merchandise.

In this interview, Toby Harris of 100% Records reflects on how it all began, the lessons learned along the way, and what independence means for him and his team.

Toby Harris founded 100 Percent Music Label in 2008

Our Interview With Toby Harris of 100 Percent

TechNational: Toby, thanks for chatting with us. Let’s start at the beginning—how did you first find your way into the music industry?

Toby Harris: Thanks for having me. I started out in artist management, working with a few young artists and learning the ropes as I went along. It was an eye-opener into how much support artists really need behind the scenes. From there I moved over to label work, joining Back Yard Recordings in 2005.

TechNational: What was your time like at Back Yard?

Toby Harris: It was a great experience. Back Yard was a small independent label but it had a big impact, and I was lucky enough to work on campaigns for artists like The Gossip and Chromeo. That time gave me a much better understanding of how records are put out into the world, and the creative side of marketing and promotion.

TechNational: After that you went freelance and worked with some well-known names. How did that shift happen?

Toby Harris: I wanted to try something different and build up my skills, so freelancing made sense. I worked on projects for Moby, Röyksopp, and Robyn among others. Each one was very different, and that variety taught me a lot about tailoring campaigns to fit the artist. It gave me a wider perspective that I knew I’d want to carry forward if I ever started my own label.

TechNational: And that led to 100% Records. What was your thinking when you decided to set it up?

Toby Harris: I really just wanted to build something that put artists first. I’d seen how important a hands-on approach is—being close to the detail and genuinely caring about the music. The idea was to be independent, personal, and supportive, but still able to deliver at scale.

TechNational: What makes 100% Records stand out today?

Toby Harris: I think it’s the balance of being big enough to make things happen, but small enough to care. We’re involved in everything, whether that’s pressing records, running online stores, or getting merchandise packed up for tour. Over time we’ve expanded into more than just a label—we also design and produce official merch, and we’ve been lucky to work with artists we really admire.

TechNational:You’ve also had some unusual projects, like brewing your own beer.

Toby Harris: Yeah, that’s a fun side of what we do. We hold an alcohol licence and have worked with local breweries to create bespoke beers for certain campaigns. It’s not our main focus, but it reflects the independent, creative spirit we like to bring to everything.

TechNational: On the practical side, how important has technology been for growing the business?

Toby Harris: It’s been essential. Shopify in particular has been a brilliant tool for us—it means we can run professional online stores that look and feel just as good (even better haha!) as anything a competitor company 10 times our size can put together. It helps us sell worldwide and keep the experience seamless for fans, without losing that personal touch.

TechNational: And fulfilment? I know you’ve built a global setup there too.

Toby Harris: That’s right. We partner with warehouses in the UK, US, and Germany. For a small company, those partnerships are really valuable because they let us focus on the creative side while still being able to deliver on a global scale.

TechNational: Independence seems to be at the heart of what you do. What does being independent mean for you?

Toby Harris: For us, it’s about freedom and flexibility. We’re not answering to shareholders—we’re just doing what feels right for the artists we work with. That means we can move quickly, adapt when things change, and keep decisions centred on what’s best for the artist. It also keeps us close to the artists and their management which is the whole point of what we do.

TechNational: Finally, what’s next for 100% Records?

Toby Harris: We’ll keep evolving. The industry never stands still, and neither can we. Our focus is on building long-term relationships with artists, supporting them properly, and finding new ways to connect them with their audiences.