Warner Music U.K. label East West Records has launched a new specialist imprint for mainstream entertainers, Warner Music Entertainment, with Atlantic Records A&R Paul Samuels taking on the joint title of VP, A&R, Atlantic & East West Records U.K.

Samuels’ first signing to East West is Irish artist Áine Cahill, who we tipped as one to watch after a performance at British showcase festival The Great Escape last year.

East West’s roster includes veterans such as Robert Plant and Lindsey Buckingham, as well as new talent Dusky Grey and Nikhil D’Souza. Warner Music Entertainment will look after Bette Midler, Alexander Armstrong and Sheridan Smith. New music from Boyzone and Cliff Richard is scheduled to come later this year.

“We’re determined to grow the label’s reputation as a home for artists with the power to move pop culture and the talent to become household names, whatever the genre,” said East West President Dan Chalmers. “Paul is widely respected for his ability to discover and nurture exciting acts that have had huge hits and long careers, and pairing him with [General Manager] Angie Somerside, who is one of the most inventive marketers in the business, makes for a dynamic combination.

“As we invest more in A&R, we’ll be nurturing a new generation of stars at East West, while providing an industry-leading service to mainstream stars at Warner Music Entertainment.”

Max Lousada brought Samuels into Atlantic Records U.K. after he helped to break Estelle globally; Samuels was promoted to VP, A&R in 2014. While at Atlantic, he has signed and worked with a number of acts including Birdy, James Blunt, Sinead O’Connor, Honne and Kwabs.

“East West is synonymous with nurturing acts–and we have developed an exceptional, passionate team at the label who are all working towards helping to break some great new pop stars,” Somerside added.

At Warner Music Entertainment, Samuels will receive additional A&R support from Ric Salmon.

Pictured is the East West team, from left, Dan Chalmers, Paul Samuels and Angie Somerside