Tru Thoughts is an independent record label. It was formed in Brighton, UK in 1999 by Robert Luis of Deeds Plus Thoughts and Paul Jonas.
The label's earliest album releases included Bonobo's Animal Magic (July 2000), Quantic's The 5th Exotic (June 2001) and Jon Kennedy’s debut album We’re Just Waiting For You Now (July 2001).
A number of artists who released their earliest material on Tru Thoughts went on to sign for other record labels. Bonobo and Treva Whateva signed to Ninja Tune, Chris Clark signed to Warp Records, Jon Kennedy to Grand Central Records, Chroma to LTJ Bukem's Good Looking Records and The Capoeira Twins signed to Timo Maas' Hope Recordings. Crossing in the other direction, Hint left Ninja Tune and signed with Tru Thoughts.
Three related record labels have grown from Tru Thoughts — Tru Thoughts 7Sevens, releasing funk / Soul Records; a compilation album label, Unfold; and Zebra Traffic, a label dedicated to UK hip hop.
The label is also involved in club nights (phonic:hoop and Etch in Brighton) and they have regular radio shows Unfold and Dugout on Brighton’s Juice 107.2 radio station and its web equivalent, totallyradio.com.