100% initially dealt purely with product management and distribution (both UK and Internationally) working with artists such as Robyn, Placebo, Moby, Sigur Rós and The Gossip. As the company grew, 100% began signing artists with a view to becoming a fully fledged independent record label. The label attracts previously signed artists with an established following and are offered more favourable terms in return.
Music Week have featured an article announcing 100% Records modern way of running a record label.
In July 2013 100% Records announced that they signed We Are Scientists and would be releasing their next album.