Warner Music Group has signed a joint venture with British production company MARV to form a new label, MARV Music, which Colin Barlow will head up as President.

Through a multiyear, worldwide agreement, MARV Music will work with new and established artists to create original music for films as well as stand-alone soundtrack and film-inspired album releases.

Barlow will oversee development, production and distribution. Prior to his new post, he presided over his own multifaceted music company, Merrystar, following a five-year stint as MD of RCA Records. He previously held senior positions at Geffen, Polydor and Polygram.

“This joint venture marks the start of an ambitious musical journey with Warner Music Group, and we welcome an experienced music executive like Colin to the MARV family," said Zygi Kamasa, CEO of MARV.

“Together, music and film create powerful cultural moments, with songs playing a huge role in propelling a narrative and amplifying its emotional impact,” said Max Lousada, CEO of Recorded Music for Warner Music Group. “This partnership is a dynamic way for our artists to collaborate with other original storytellers, expand their creative universes and reach massive new audiences.”

MARV Music’s first foray into the marketplace will be a joint release with Parlophone, "Measure of a Man," from FKA Twigs featuring Central Cee. Out on 11/19, it will be featured in the 20th Century Studios film The King’s Man, directed by Matthew Vaughn.

Another MARV film, Silent Night, due on 12/3, will feature Michael Bublé’s newly recorded original compositionThe Christmas Sweater.” The track will make its debut later this month on the 10th anniversary super-deluxe box-set edition of Bublé’s Christmas.