The release describes the goals of the label:
Nick Storch, booking agent to high profile artists such as Atreyu, Coheed And Cambria, Unearth and As I Lay Dying. Inspired by bands he works with such as Fear Before The March Of Flames and The Number Twelve Looks Like You, the new imprint will focus on bands that are heavy but have an arty component to their music as well.
Storch adds: "I want to sign bands that are challenging and will hit the listener on a visceral level and make them feel something, rather than focusing on mainstream appeal."
You can check out some music here.