British indie label XL Recordings is to house a new PR company to promote its own artists plus signed to other labels.

Technique Publicity is being launched as a joint venture between XL and Jon Wilkinson, former head of press at the Darling Department. Wilkinson has previously worked on campaigns for bands including Hard-Fi.

The agency's roster will include recent XL signings Cajun Dance Party and Vampire Weekend. "XL's track record speaks for itself and I'm looking forward to working even more closely with them within this new setup while continuing to work with an independent roster of genuinely great acts," said Wilkinson in a statement.

"Jon has a great understanding of how to present artists to the media, he's already closely involved with Cajun Dance Party, and to have him as a more fully integrated member of the XL team will be of huge benefit to us," said XL managing director Ben Beardsworth in a statement.

"Having a hot new independent PR agency operating within our building will also bring a host of advantages," adds Beardsworth. "Jon has great taste and is always ahead of the curve."

The U.K. label has also made several internal promotions that will shake up its A&R department. Matt Thornhill, whose signings include the Gotan Project, moves up from senior A&R manager to A&R director and will now head a team of five.

Hannah Overton, who is currently creative manager for Hero Music, XL's music publishing division, moves to become senior A&R manager for XL Recordings. She will retain responsibility for Hero Music as part of her new role.

Caius Pawson who currently runs the company's Young Turks imprint is promoted to A&R manager for XL Recordings and will continue to oversee Young Turks.

Other appointments include the promotion of A&R assistant Tic to A&R manager for XL, and he will launch a new label imprint, Salvia, with forthcoming releases including singles from Laura Groves and Theoretical Girl. Junior staff member Seb Webber is promoted to A&R/product manager for XL Recordings.