RedOne launches label

Lady Gaga's co-writer and producer has launched his own record label.

RedOne - who has also worked alongside the likes of Michael Jackson, Kylie Minogue and Akon - has joined forces with Universal Music to form new label 2101, and has already made his first signing in the form of 23-year-old singer-songwriter Mohombi.

He said: "We are incredibly fortunate to be launching with an artist like Mohombi, who has so much potential. He is a powerhouse talent ... writing, singing, performing, dancing ... a true entertainer. Mohombi lifts my spirits and I believe he will elevate the world with his music."

The 'Poker Face' co-writer explained he thinks the secret to creating a global hit is encouraging artists to become a brand, as the fans are more likely to "buy into" them.

He told BBC News: "I thank God for my knowledge of music. But the real secret is the artist. We did it right with Gaga. People are buying into her. The whole package - her lifestyle, her sound, her vision."

RedOne went on to add he gets record labels coming to him all the time asking for him to create something which sounds like a Lady Gaga hit, but he will only invest his time in artists if they do likewise.

He said: "That's her sound. I made that music, yes, but I made it for Gaga, because that's her. That's what she breathes.

"I'm not doing any more of what I call 'fast food writing' - where people demand a single, a single, a single. No. If you want me to invest my time in you, you need to invest yourself in me, as an artist."