Universal Music Group (UMG) has signed an exclusive global label services agreement with new independent label Edgeout Records, the companies announced on Monday (Dec. 3). The news of the partnership accompanied Edgeout founder and Chairman Tony Guanci‘s announcement about launching of the label, explaining it is designed to find and develop the next generation of rock bands with an emphasis on building acts through touring.

Edgeout will be focused on signing and breaking artists by developing their fan bases through recorded music, as well as touring and festivals. The label’s mission is to develop artists in every aspect from sound to personal wellness, live stage performance to business dealings. UMG will handle global distribution, marketing and promotion, per the new agreement.

“More than any other genre of music, successful rock bands have historically built their fanbase through touring and live performances,” said Guanci in a release. “At Edgeout, I plan to use my 30 years of experience and connections in touring and promotion to ensure our artists have access to the most coveted tours and festivals, which will allow them to organically reach new audiences and promote their latest tracks.”

One way Edgeout expects to discover and sign the next wave of talent is via its Studio Edge artist development program. Held in Los Angeles, each Studio Edge session is approximately six months in duration and consists of three separate sessions, each over the course of two full days. Sessions conclude with various goals and deadlines set for each act.

Artists must be referred by a third party, such as managers, agents, lawyers or other music industry leaders, in order to be considered for Studio Edge.

“At Edgeout, we’re passionate about ensuring that all aspects of an artist’s career are positioned for success,” said Cheryl Benson, head of artist development for Edgeout. “Often, all a band requires is the proper direction, guidance and help to connect with audiences already eager for the next great band to come along. We have the experience and connections to make sure those first songs lead to long-lasting careers in writing, recording and touring.”

Other Edgeout team members include label representative Colin Philips, Oak View Group Co-Chairman Peter Luukko and Eli Lande, UMG’s head of live.

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