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The British artist will follow in the footsteps of Ed Sheeran, whose Gingerbread Man Records – launched in collaboration with Warner Music – recently spawned Wasn’t Expecting That by Jamie Lawson, a UK Top 10 hit.

MBW understands that releases from artists signed to Goulding’s label will be issued via a partnership with a major record company.

But the big question is… which one?

The smart money’s on Warner Music Group, whose owner Len Blavatnik recently struck a deal with Goulding’s widely-respected manager, Sarah Stennett, to ensure that her future roster signings are released through WMG.

However, Goulding has a long professional history with Lucian Grainge and Universal Music Group / Polydor, where she signed as an artist in 2009.

Since then, Goulding’s gone on to sell more than 20 million records to date.

Her platinum-selling last album, Halcyon Days, was a No.1 in markets including the UK and New Zealand.

Goulding’s third studio album, Delirium, is due for release tomorrow (Friday, October 6).

One of the tracks from that album, Love Me Like You Do, became a global No.1 hit for Goulding in January, after it was featured in the movie 50 Shades Of Grey.

It has since been streamed almost 390m times on Spotify.

[Music Business Worldwide]