Sony has launched a new urban imprint dedicated to reviving the practice of artist development, AllHipHop.com has learned. Battery Records will be lead by Penalty Records Founder Neil Levine and distributed through Sony’s RED Marketing Group. While operating as it’s own independent company, Battery Records will primarily be responsible for the early-stage development of certain artists on the rosters of the RCA and Zomba groups of labels. “We started operation back in mid-June, so it’s a brand new division,” Neil Levine told AllHipHop.com. “It’s really an incubator imprint label. Our main focus is really taking developing artists that are signed to our frontline labels. Through my division, we have our own promotions staff, publicity, online, product management. So it’s really an independent division that’s part of Sony.” New York-based Battery is already developing new projects by three up-and-coming Southern artists: Atlanta’s Sir Will, Sunny Valentine from Tyler Texas and Nashville’s Lil’ Goonie, who are all signed Sony’s Jive imprint. Source

“Battery” that’s an appropriate name.

“Lil Goonie” *rolls eyes* – No comment……

Anyway – too little too late?