Atlantic Records U.K. has launched a new imprint focused on dance music, SIGNAL >> SUPPLY. Tristan Parsons will lead the label after wbeing upped to Head of Dance Marketing from Senior Marketing Manager.

The imprint, which officially arrives Friday, follows success from Atlantic signings Fred Again.., Joel Corry and Nathan Dawe, as well as international artists including Galantis, Tiësto, Sam Feldt and Skrillex, who have all gained global momentum under the guidance of the newly formed SIGNAL >> SUPPLY team.

Parsons, who has been with Atlantic Records U.K. since 2015, has managed campaigns for Corry, who is currently on a run of five consecutive Top 10 singles, as well as for Dawe, Rudimental, HONNE and Fred Again.. in addition to The Greatest Showman soundtrack. Working alongside him are Senior A&R Managers Joe Barbe and Kevin Christian-Blair.

“Dance music has been a dominate gene in music culture for decades and today feels as influential as ever, so we’re excited to develop a dedicated arm within the Atlantic U.K. stable in SIGNAL >> SUPPLY,” Atlantic U.K. co-Presidents, Ed Howard and Briony Turner, said. “This new imprint will be a breeding ground for Tristan, Kevin and Joe to create a truly subversive roster for a new generation of dance music fans.”

The first release on the new label is "Joy" from Manchester-based producer salute. This will be followed by music from Ali Story, Chapter & Verse, James iD and Richie Blacker before the end of November.