Evan Lamberg, EMI Music Publishing's executive VP of creative for North America, is starting a joint-venture label with Atlantic Records, E.V.L.A. Records Entertainment.

Evan Lamberg, EMI Music Publishing's executive VP of creative for North America, is starting a joint-venture label with Atlantic Records, E.V.L.A. Records Entertainment.

Under the partnership, the label will be funded by Atlantic, whose staff will work all of the new venture's releases. All acts signed to E.V.L.A. must be EMI writers. EMI Music Publishing, while not an investor in E.V.L.A., will share in the label's earnings.

E.V.L.A.'s first release will be "Take It All Away," the debut album from singer/songwriter Ryan Cabrera. Due June 29, the album was produced by the Goo Goo Dolls' Johnny Rzeznik. First single "On the Way Down" goes to radio May 17.

The idea for the label came out of a discussion two years ago between Lamberg and Roger Ames, who at the time was chairman of Atlantic parent Warner Music Group.

Although Lamberg works with all the labels in his role at EMI, some of his biggest successes have been with Atlantic acts such as matchbox twenty, Hootie & the Blowfish, Jewel, Sean Paul and Stone Temple Pilots.

"Roger said, 'You have a great rapport with Atlantic. Can't we formulate something a little more structured?' " Lamberg recalls.

E.V.L.A. will be dedicated to slowly building artists' careers. "The days of extravagant spending are over," Lamberg says. "This record label is about creativity first and then about being financially responsible. If my artists don't blow up and sell a million albums, they can still make record two, three or four."