As expected, RCRD LBL, a joint venture between indie label Downtown Records and Gizmodo and Endgadget founder Peter Rojas, launched November 15. The site, which gives away mp3s by artists affiliated with RCRD LBL, is supported by advertiser dollars. There are also plans for the site to include a social networking component, articles, and an internet radio station. The goal of the site, says Downtown Records head Josh Deutsch, is "to connect bands, fans, and brands in one place."

When asked whether the site was a service or a label, Downtown Records head Josh Duetsch said, “It’s a digital record label in blog format.” The site differs from a traditional record label in a number of ways. Artists are not signed for a certain number of albums, but for batches of tracks. Bands who want to release full-lengths will have to use more traditional channels. The site will also partner with a number of other labels to post tracks by their artists.

Deutsch will serve as the venture’s chairman, and Rojas as CEO. Puma, Virgin America and Nikon Inc. have signed on as inaugural sponsors.