Sonido Ojo Rojo was originally founded in 2006 by parts of the mixed media artist collective Rotaug, that came together in 1999 as a loose connection of friends sharing the same artistic interests, to serve as an initial platform for releases by members of the crew.

SOR stands for quality releases ranging from hip-hop to dub to minimal to many other aspects of the wide spectrum of electronic music. With a strong emphasis on uniqueness of its releases, the label produces mostly custom limited edition vinyl to suit the needs of the active listener, the collector as well as the DJ – still believing in this format as a distinct form of expression: haptics, optics and of course the auditory sense should be attracted all at once.

Last but not least, internationality is also of utmost importance - SOR represents globally connected emergence of high grade music without denying its strong musical viennese roots.