As fusions between jazz and hip-hop began to take off in the early 90s, Geoff saw the potential to open up jazz to new audiences. He began to sample classic jazz tracks and mix them with rap and hip-hop beats, as well as placing young jazz musicians at the forefront to attract a younger crowd.
Around this time, Geoff also launched the beginnings of his hip-hop jazz act Us3, which attracted the attention of fledgling indie label, Ninjatune. Not long later, he was catapulted to success by a ground-breaking deal with legendary jazz label Blue Note. Given unprecedented access to sample their back catalogue, Us3’s first single Cantaloop (Flip Fantasia) and debut album Hand On The Torch sold in the millions worldwide. Us3 went on to release 9 albums over the next 20 years and toured around the world with an 8-piece live band.