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Erick Morillo in Internet
Fearing that his financial success from Real 2 Real may have hurt both his creative drive and his street credibility.
Morillo abandoned the Reel 2 Real alias in 1996, after which he spent a few years establishing himself as an underground DJ, of which he is one of the top-five highest-paid in the world.
His desire to produce respectable house music, and to distance himself from Reel to Real’s pop music past resulted in the successful “Jazz It Up” which he produced under the “The Erick Morillo Project”.
He and Louie Vega collaborated as Lil’ Mo’ Ying Yang and released the 1995 single “Reach.” Morillo intended a third album for Reel to Real, but his relationship with the Mad Stuntman soured, which derailed the project.
Finishing his relationship with Strictly Rhythm, Morillo took the advice of Strictly Rhythm owner Mark Finkelstein, whom Morillo calls “a fair person and a business mentor”, and decided to the launch the Double Platinum management company in 1997 with fellow DJs and producers Jose Nunez, Harry Choo Choo Romero, Carlos Sosa (aka “DJ Sneak”), and Junior Sanchez, and his own imprint, Subliminal Records.
Its first single was 1998’s “Fun” which featured Chicago diva Dajae’s, which drew positive response via test pressings and buzz across the Atlantic.
Dajae refused to sign the contract with Subliminal, and vocalist Jocelyn Brown was brought in to re-record the vocals.
Brown’s collaboration with Subliminal is known as “Da Mob”, and their version of “Fun” became a #1 Billboard Hot Dance Music/Club Play hit.
Soon after, however, DJ Sneak left the group for Toronto to start his own management company, and Junior Sanchez united with Roger S.
to start one of their own.
The remaining trio of Morillo, Romero and Nunez formed the finalized core of Subliminal, and are also known as the remix team The Dronez.
With the Subliminal label, which is based in Weehawken, New Jersey, Morillo managed to find the balance between underground respectability and financial success.
The trio won the Muzik Magazine Remixer of the Year award in 1999.
In 2004, he released his first album under his real name, My World, which features collaborations with such artists as Sean “Diddy” Combs, who collaborated with Morillo on three tracks.
The label has also spawned other labels, such as Sondos, Subliminal Soul, Bambossa and SUBUSA.
The label was distributed by Strictly Rhythm until that label ceased operations in 2002.
Today, Subliminal is independently distributed, although Strictly Rhythm reopened its doors in 2007. (*) |
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