Wet Wet Wet will release a new album, "Timeless," on Nov. 12 through a new agreement struck between Absolute Marketing and Distribution and the Scottish pop/rock band's new independent label Dry Records.

Universal Music Group will distribute the release, Wet Wet Wet's first studio album in 10 years.

Under the new deal, Absolute, Wet Wet Wet and Glasgow-based management firm No Half Measures will work closely together on marketing, promotion and distribution and all aspects involved in getting the group's new releases to market.

An initial £100,000 ($200,000) national television advertising campaign will help support the 12-track album release, as will a 20th anniversary arena tour, starting Dec. 4 at Birmingham's NEC.

No Half Measures Management's Dougie Souness says the deal leverages the business-power back into Wet Wet Wet's hands.

"Wet Wet Wet have always enjoyed a certain amount of creative control, but now they are completely in charge of their own destiny," says Souness, who has worked with the band for more than 20 years. "They are embracing new technologies and new ways to do things, which ultimately means more direct communication with their audience - to the benefit of everyone."

Henry Semmence, managing director of Absolute, adds: "We are especially pleased that a band with such a successful track record has recognised the benefits of our DIY label model which ensures that creative control and ownership of the music copyright always remains in the hands of the artist."

Launched as an independent "one-stop" label management specialist in 1998, Absolute has recently worked on album releases by UB40, Darren Hayes, Shirley Bassey, Melanie C and Ocean Colour Scene.

The company says its appeal to artists is in being able to market and distribute an album, while ownership of the music copyright remains with the artist or the artist's label.