There’s a new label in town. Jonathan Simkin of 604 Records is launching Light Organ Records in response to what he perceives as “a vacuum in this city for a label that’s focused on alternative music”. And the initial roster for Simkin’s new venture is certainly nothing to sneeze at, with the Zolas, Adaline, Adrian Glynn, Fine Times, Sun Wizard, Louise Burns, and Frederick all finding themselves with a new home.

“For me, it started out of frustration with 604’s inability to market alternative music,” Simkin told the Straight, “but then it really grew into something else. It became apparent to me that there isn’t really a West Coast alternative label that has the resources, staff, and ability to really sink some money into these projects, and to do a good job of marketing and promoting. So it really felt like the right moment to do it.”

Light Organ’s first release, on November 23, will be a Christmas compilation featuring all of the label’s artists, along with some other highly touted acts like Aidan Knight and last year’s PEAK Performance Project winners, We Are the City. Meanwhile, fans of Sun Wizard can catch the band opening for the Cave Singers at the Rickshaw Theatre on Saturday (November 13).