Sony/BMG has launched a new Hip-Hop label called Battery Records.

Heading the imprint will be Neil Levine, most recently the head of Capitol Music Group’s urban division. Levine now assumes the title of Senior Vice President and General Manager of Battery Records, reporting to recently appointed BMG COO Ivan Gavin. Levine’s rap roots trace back over twenty years, when he formed Round The Globe Music, a marketing and promotions company aimed at championing the then-fledgling art form. He then spun that into founding Penalty Records.

Says Neil: “I’m thrilled to be re-united with [BMG COO] Ivan Gavin and to work with CEO Barry Weiss, the best record man in the business. I ‘m also excited to be part of a winning team with Tom Carrabba [EVP & GM, Zomba Label Group] and Tom Corson [EVP & GM, RCA Music Group].”

Battery Records shares New York offices with Sony/BMG’s RED Marketing Group. The synergy between RED and Battery Records allows Levine and his staff to move within Sony/BMG’s ranks for talent. Battery’s first crop of artists will be: Sunny Valentine from Texas, Sir Will from Atlanta, and Nashville’s Lil’ Goonie, signed to Jive/Zomba.

Battery will also welcome established artists still viable in the marketplace and who seek new situations that include non-traditional deal models. These models, intended to revitalize the flagging music industry and promote across multiple platforms, include: touring/ merchandising arrangements and DVD releases. Other tasks under the Battery banner include releasing material from the BMG catalogue, and overseeing the early-stage development of certain acts signed to labels such as RCA’s J Records or Zomba’s 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.