Deep South started in 1995 as an independent record label (Deep South Records) by Andy Martin and Dave Rose. With no outside investors, the two made up the name, printed some business cards, and started running up the credit card bills. Deep South began by putting out compilation CD's featuring up and coming bands. From the first 3 compilation CD's, 19 bands went on to achieve major label deals.

Over the years, the company gradually shifted it's focus from releasing Records to Artist Management. This set in to motion Deep South Entertainment and Artist Management, handling many groups over the years, including Stryper.

In addition to artist management, Deep South also produces major events such as the annual LifeFest NC concert in Raleigh.

Deep South, through it's sister company Choice Merchandise, is also one of the leading providers of artist merchandise. Deep South's home office is in Raleigh, NC with a publishing company office (Songs of Deep South) in Nashville, TN as well.