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Greenberg restarts S-Curve

Exec turns label into full service music co.

Steve Greenberg, who left the major label world only to parlay discoveries of “Who Let the Dogs Out” and Joss Stone into a major label job, has rejuvenated his indie label.

Greenberg, most recently president of Columbia Records, has restarted S-Curve Records as a full-service music company. Steve Yegelwel also will rejoin the company after serving as senior veep, A&R, Columbia Records. Company will start with a staff of eight, and Greenberg said a number of former S-Curve employees will be returning to the label.

In its new incarnation, the company adds music publishing, artist management and complete digital capabilities. Label is starting with two signings: Tom Jones and the alternative pop/rock band We the Kings, whose debut will be released in October. It will announce a distribution deal shortly.

S-Curve will release We the Kings’ debut album and administer the band’s publishing worldwide. Label’s agreement with Jones gives the company the opportunity to become involved in a broad spectrum of licensing and sponsorship deals.

S-Curve plans to acquire an interest in established management companies and sign management deals directly with artists.

“We are committed to the idea that every deal goes beyond recorded music,” Greenberg told Daily Variety.

He figures the label will have a roster of about 10 artists after 18 months.

“I have been inspired by Internet companies that build what they need today and expand as they go,” he said. “Today we need A&R and marketing, and that’s where we’re starting. I have seen too many record companies build up their staffs before they had any work to do.”

Greenberg said he stayed away from the music business after leaving Columbia and instead ventured into Nabbr, a company that creates and distributes viral video players on social websites. A share of Nabbr, which launched with a successful campaign featuring the Jonas brothers under Greenberg’s tutelage, has been purchased by S-Curve. Greenberg will be chairman.

S-Curve Records was initially founded in 2000, and its first major release was “Who Let the Dogs Out,” by Baha Men.

In 2002, the label inked a deal with EMI Music, where it had hits with Stone and Fountains of Wayne. At the end of the three-year distribution deal, Greenberg shuttered S-Curve in order to hold onto the label name.

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