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NCS was started as a YouTube channel by the founder, an "avid gamer" named Billy Woodford, in 2011. The label was described by Forbes as "a YouTube-first label that allows indie creators to use and even monetize its music freely as long as they give due credit back to the content owners."

In 2017, NCS has achieved a milestone of having over a million sales of digital downloads, despite releasing music for free. The label manager Daniel Lee said "Similar to services with a freemium model, NCS provides both the option to enjoy music for free but at the same time also enables fans to support the music across paid services," asserting that the label releases music for free and also sells them. Woodford, about the milestone, stated "I’m immensely proud to have reached 1 million paid downloads, and believe this shows the growth and strength NCS has built over the years." He also commented that "The demand for fresh original music from Creators is enormous and growing daily."

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