The Amsterdam based imprint 100% Pure was founded in 1992 by Sandy Hunter and Dylan Hermelijn (2000 and One, Edge of Motion). Dylan bought his first drumcomputer, a Roland 303 from producer Tjeerd Oosterhuis. The label is home of the early works of Steve Rachmad, Jerome, Stefan Robbers & Orlando Voorn.
The label was setup to give home to the deeper melodic techno. Consciousnessly they didn't do any promotion, to keep the label Underground. It worked, because the label sold itself. Around 1995 the label was at his peak of popularity, both national and international. The track Asphyx was the first major clubhit around the world for 100% Pure, played by dj's like Darren Emerson & Sven Vath. In 1997 "loop techno" was very popular.
This was the beginning of the end for the first era of 100% pure. The techno was getting harder and more abstract with less room for the warm sound 100% pure stood for. They released one loop based ep by Steve Rachmad, but the damage was already done. Their distributor Mox Music went bankrupt, which left the label with big debts. This led to what seemed to be the end of the label 100% pure and in 1998 Dylan & Sandy pulled the plug out of the label. Dylan decided to start working in the IT-business to pay of his debts. He was so sick and tired of his defunct label that he didn't enter his studio for 6 years. He thought he would never make music again but his heart kept beating for the passion of producing. Obviously, Dylan thought he was finished with house music, but house music wasn't finished with him.
In the summer of 2003 he regained his trust in the techno scene. He began visiting record stores again and got his old studio gear back from under a layer of dust. When he visited the Amsterdam based recordstore Outland again, he met many of his old friends from the scene. When he heard a new track from his friend Jeroen Krom (Jerome), it was time for him to get back into the world of bassdrums and hi-hats. The second era of 100% pure began after six years of absense with a release from DJ Madskillz. Their second released ep after the 'time out' was a debut from "then" newcomer Shinedoe. Dillema was one of 2004's biggest tunes. After that success Dylan & Shinedoe started the label Intacto. The third release on this label was by Shinedoe. Phunk with the warm Detroit techno funk feel was one of the biggest tunes of the year 2005. It was played by the likes of Richie Hawtin, Sven Vath and Carl Craig. In the spring of 2006 Dylan set-up a new sublabel from 100% pure called Remote Area. This will be the home for the more experimentel techno. The second release of that label under the moniker Microfunk ( Dylan Hermelijn and Dave Ellesmere) was the hit for the summer of 2006. Pecan sold more than 5000 copies in 2 weeks, which nowadays in the digital era is an astonishing amount.
In the years to come we will hear much more from the already semi-legendary label 100% Pure. This is only the beginning of their second youth.
Current artists include 2000 and One, Shinedoe, Jerome, Kabale Und Liebe and Dj Madskillz.