The imprint will be a joint venture between Sony Music UK, Fuller's firm XIX Entertainment and Dougie Bruce - who will lead the enterprise.

Bruce, a well-respected A&R figure, signed acts such as Adele, Lily Allen and MGMT to Universal Publishing before joining XIX Entertainment in 2009.

There he managed acts including Aloe Blacc, who enjoyed a top three hit with I Need A Dollar this year.

The label's first signing is Essex band The Milk, whose self-financed single, (All ...