In troubling times for the music industry Sony’s BMG Label Group is getting urban.  The music powerhouse has announced the launch of Battery Records a new urban imprint focused on reviving the practice of developing young talent.

First up to bat for Battery is an array of Southern style artists including Sunny Valentine from Texas, Sir Will from Atlanta, and Nashville’s Lil’ Goonie. Although Battery’s primary focus is on developing young new talent, they are also looking to serve as a landing place for established artists looking to resurface via non-traditional deal models.  Additionally Battery will release some music from the BMG catalogue, and overseeing the early-stage development of certain acts signed to labels such as J Records or Jive Records.

“This will provide a broader platform and offer a greater margin of success for our evolving urban artists and new artists in general,” said Tom Carrabba, Zomba Label Group’s executive vice president and general manager.