Caribbean music will get a much-needed adrenaline shot in the United Kingdom, thanks to a new independent label called BruckOut.

It is a joint venture between BBC 1Xtra disc jockey and producer Seani B and music industry executives Ray Paul and Yaw Owusu of the Playmaker Group.

BruckOut is part of a deal with UK-based Polydor Records, which is a member of the Universal Music Group. It plans to promote primarily dancehall/reggae as well as music from the Caribbean.

“All three of the directors of BruckOut are of Caribbean heritage, and have worked within the Caribbean music space for our entire careers. We feel we didn’t want to be known as just a reggae and dancehall label as this wouldn’t do justice to what we are trying to achieve. We want to showcase soca as well as reggae and dancehall. A total overview of the diaspora,” Seani B said in an interview with Splash.

Although no acts have been signed to the label as yet, things should start taking shape soon.

“At the moment, we are in our infancy and although we have big plans moving forward we haven’t signed anyone yet. We have to hold on until the ink is dried on the contracts with the people involved,” Seani B explained.

He listed the openings that can arise from the label’s affiliation with Polydor.

“We think it provides an amazing opportunity. The UK is still one of the most potent markets for the global positioning of music whether it is sales, media, marketing, radio play or general placement. The main difference with BrukOut to many previous incarnations of these types of relationships is that we feel we can bring the tracks and artistes that we feel are hot and have an opportunity to expand their reach. As we live this culture every day we are hoping to bring the correct tracks earlier in the process rather than when an executive behind a desk at a major label hears them, which is invariably too late,” he said.

Polydor was once ‘home’ to reggae artistes Brick and Lace and Freddie McGregor. The latter had a big hit in the UK in 1987 with his cover of the soul standard, Just Don’t Want To Be Lonely, distributed by Polydor.

Seani B, whose real name is Maurice Delauney, was born in London to West Indian parents.

“My heritage is both from Jamaica and Dominica — my mum is from St Andrew, where I still visit on my trips to see family,” he said.

Like many British DJs who play dancehall/reggae, Seani B began broadcasting on pirate radio. He also worked at BBC News in current affairs before switching to music full-time.

He produced two songs, including the title track, from Morgan Heritage’s Grammy-winning album, Strictly Roots.

Seani B has worked at BBC 1Xtra since its inception in 2002. Next week, he and members of the 1Xtra team will be in Jamaica for interviews with several artistes.