Though his retail music is distributed through Atlantic Records, he launched an independent label, OWSLA, in September 2011, with 12 electronic artists already signed.

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The GreenHeart label means reduced packaging, recycled plastics, waterborne paints, and an electronic in-phone manual instead of a paper booklet.

ENGADGET: Sony Ericsson C901 and Naite GreenHeart phones can make a hippy smile