New label inks deals with Provident, Sony.

MercyMe frontman Bart Millard and the band's producer, Pete Kipley, have teamed with INO Records president Jeff Moseley to launch Simple Records.

The Nashville-based Christian label has signed the Afters, whose debut album, "I Wish We All Could Win," is due Feb. 22. First single "You" goes to Christian top-40 radio on Dec. 17.

Simple will be distributed to the Christian retail market through Provident Integrity Distribution and to the general market via Sony. Millard will be GM of the new venture; Kipley is the label's secretary. Marketing and radio promotion for Simple Records will be handled by the staff at INO Records.

Kipley says Moseley's artist-friendly approach at INO inspired them to launch Simple. "He made it fair for the artists," says Kipley. "He was writing deals that were more in the artist's favor and gave them a chance to make a living ... He's been a mentor to us and has changed the way a lot of us do business in the Christian music industry."

Platinum-selling MercyMe, which remains signed to INO, has enjoyed success in both the mainstream and Christian markets.

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