Premier League football team Wolverhampton Wanderers are to launch their own record label.
Wolves Records will be a partnership between the club, currently 16th in the league, and Alternative Distribution Alliance (ADA), and will initially focus on artists in the Midlands.
The club hopes it will expand internationally in the future and it is taking submissions from local, national and international artists online.
S-X, a 29-year-old singer, songwriter and producer from the city, is among those helping to launch the label, having previously worked with the likes of Nicki Minaj, Childish Gambino and Lil Wayne.
Those who sign with Wolves Records will have access to the club's Premier League reach, as well as the marketing and distribution expertise of ADA.
S-X said: "Wolves and the city of Wolverhampton are both very close to my heart, and I am deeply passionate about giving talented young people from this area the best opportunities, and the rich musical talent that the West Midlands has to offer.
"I am genuinely looking forward to seeing how Wolves Records can impact the music industry and support new artists, and I'm also very proud that it is my club that is going to be the first in the UK to venture into music in such an authentic and exciting way."
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Music manager Peter Rudge, who has in the past worked with the likes of The Who and The Rolling Stones, has also joined Wolves Records and will act as a strategic consultant.
"I was born one mile away from the famous old Molineux and came to my first game with my Uncle Had in March 1951," he said.
"I sat on my uncle's shoulders on the old South Bank, and thus began a love affair with Wolves that has been such a major part of my life ever since.
"Football and music are a universal language. Wherever in the world you visit you will likely see a Beckham or a Beatles t-shirt, and the footballers of today have so much in common with musicians in terms of influencing and setting the cultural tone of the times."
Wolverhampton Wanderers are one of the oldest football clubs in England and were one of the teams to help form the first ever professional league.
In its history, the club was won 17 major trophies, including 11 league titles, four FA Cups and two League Cups.