Founded in 1998 by Crammed in collaboration with Brazilian A&R/producer Béco Dranoff, the Ziriguiboom sub-label is devoted to those new Brazilian sounds which fit so perfectly with the Crammed ethos, with their sophisticated fusion of roots, pop and electronic elements. Ziriguiboom promptly became widely recognized as one of the major sources of new Brazilian music, having signed and developed artists such as Suba, Zuco 103, Cibelle, Trio Mocotó, Celso Fonseca, Bossacucanova, DJ Dolores, Apollo Nove and of course Bebel Gilberto, whose "Tanto Tempo" album was a major success worldwide.