DJ Amethyst and Anni B formed Hinotori Sound record label in 1999. Both partners are DJ's, artists and producers, while Rik Muñoz is the engineer.
They always wanted to use the 'phoenix' name for its symbolism, but as there were 2 labels already using it, this was a dilemma. It was solved when they bought their first TB-303 from a Japanese musician. He noticed the phoenix tattoo on DJ Amethyst's arm and said that it was 'hinotori'. Phoenix in Japanese.

Hinotori felt that Trance was the only style of electronic dance music, which stirred the emotions. But although the range of Eurotrance (135 - 145 bpms) tunes stayed consistent, there was a shortfall of anything above this pace. The label was created to help address this as both partners are mad about fast, melodic trance. The idea was to release the sort of music that they would not only buy and dance to, but would also want to play at home while listening to music for pleasure.

Anni B comes from a classical background having played the piano for 15 years. DJ Amethyst has also been involved in the music business from a young age writing songs and playing guitar for many bands over the years. He has carried this across to his DJ sets and plays live guitar solos throughout. This is unique to Hinotori.

The Hinotori DJ's play at clubs such as The Fridge and Heaven in London, The Que Club in Birmingham and various others throughout the country. DJ Amethyst has played in Amsterdam and Germany and on the ever-popular Impact cruises to Hamburg hosted by London clubs Omnipotence, Frantic and Fevah.

The Hinotori crew are passionate about quality, melodic trance such as the music produced by German labels Fog Area and Tunnel. This music is in short supply with many labels shifting their focus year by year according to what is 'in'.

The Hinotori Sound policy is to remain faithful to the music that first inspired them, while moving forward with new sounds and ideas. Each release has a remix by a different artist to add a new dimension to the tune.

The future will see Hinotori Sound continue in the same way, pioneering its own distinctive sound and gaining respect for quality trance music.