2010 – New Sub-Label Vicious Bitch, now Be Rich Records

Always looking towards the future, the Vicious collective started sub-label Vicious Bitch (now Be Rich Records) in 2011. The mission was to open the roster to more diversified sounds, slower electronica, beat driven cuts, even hip hop and slower vocal tracks. Long-time Vicious A&R gun, Guy Lewis, helped launch the label and still oversees the direction with his love of bass house to trip hop and everything in between.

One of the early signings was Canberra-based production duo Peking Duk. Their debut release ‘Bingo Trippin’ was an undeniable tough electronic club cut – the beginning for the infamous Aussie duo!