Started in 2006 by Steve Lawler, Viva music began life as a conduit for the internationally renowed DJ and Producer to release the wealth of underground music he encountered on his travels. Now, Just a few years later VIVA is a self contained hotbed for new talent which draws attention from DJs , punters and producers alike.

Having previously handled the now-classic and "traditional vinyl" label Harlem Records, Lawler decided VIVA was to be a forward thinking outlet for quality music and boldly announced that VIVA was to be "Digital only" As well as a clear mission to look towards the future of the music industry, this was a step to ensure that music could be released quickly and retain the freshness that the labels A&R was stuck by.