The Sun Sound began when Sam Phillips launched his record company in February of 1952. He named it Sun Records as a sign of his perpetual optimism: a new day and a new beginning. Sam rented a small space at 706 Union Avenue for his own all-purpose studio. The label was launched amid a growing number of independent labels. In a short while Sun gained the reputation throughout Memphis as a label that treated local artists with respect and honesty. Sam provided a non-critical, spontaneous environment that invited creativity and vision.

As a businessman, Phillips was patient and willing to listen to almost anyone who came in off the street to record. Memphis was a happy home to a diverse musical scene: gospel, blues, hillbilly, country, boogie, and western swing. Taking advantage of this range of talent, there were no style limitations at the label. In one form or another Sun recorded them all.

Then in 1954 Sam found Elvis Presley, an artist who could perform with the excitement, unpredictability and energy of a blues artist but could reach across regional, musical and racial barriers.