General Pants has teamed up with Peer Group Media to open its own record label: Major Label.

The retailer will use its 700 staff as talent scouts, street teams and publicists for the label’s artists. The staff will upload Australian acts to Major Label’s blog and each month three singles will be chosen and made available to stream on General Pants’ website, as well as to purchase through certain online retailers.

Artists on the label will retain copyright, creative control and receive all royalty income from sales.

“Major Label is the first of its kind in Australia and Peer Group Media are delighted to be involved in the creation and delivery of the campaign. Our proven expertise in creating engaging projects within the entertainment industry makes us a perfect fit for this campaign and we are looking forward to delivering really strong results,” said Adam Zammit, Peer Media Group CEO.