EMI Records has ventured outside of London to launch a new label, EMI North. Based in Leeds, it will be led by Clive Cawley.

The label will focus on working with musical talent in the north of England. UMG says that it’s the first major label to open a physical space outside of London.

Cawley moves over from his current role as MD of EMI to president of EMI North. He’ll continue to work across EMI artist campaigns and reports into EMI co-Presidents Jo Charrington and Rebecca Allen.

“Discovering and nurturing new talent from right across the U.K. is the lifeblood of what we do and there’s nobody better than Clive to be at the helm of this exciting new chapter for our historic label,” Charrington and Allen said in a joint statement.