Universal Music U.K. has launched 0207 Def Jam, a new frontline label that will serve as the U.K. home of Def Jam Recordings. Alec and Alex Boateng have been named Co-Presidents.

The label takes its name from a London telephone code. I.B. Bad hinted at the launch back in March.

The Boatengs, who are twins, will report to Universal Music U.K. Chairman & CEO David Joseph, who says appointing them to this shared role is “an important moment in British culture.”

“Alec and Alex have always done things their own way, with success always quick to follow,” Joseph said. “They have already assembled an exceptionally talented top team, with a clear vision for this exciting new chapter in the history of one of the world’s most famous labels.”

Alex takes the helm after 10 years at Universal Music U.K., most recently as President of Island Records’ first urban division, where he oversaw U.K. campaigns for Drake, Tiwa Savage, Buju Banton, Nav, Giggs, Unknown T, Ray BLK, M Huncho, Tekno and Miraa May.

Alec joins 0207 Def Jam after seven years at Warner Music, most recently as Co-Head of A&R at Atlantic, in which capacity he played a pivotal role in the development of Jess Glynne, Stormzy and Burna Boy, as well as WSTRN, Rita Ora and Kojo Funds. He also spent more than a decade at BBC 1Xtra, where he hosted the breakfast show and a series of specialist programs with a focus on breaking new British music.

Alex’s former Island colleague Amy Tettey will be joining the team as MD; she spent 11 years at the Universal Music label, the past four as finance director. Jacqueline Eyewe, previously Senior Marketing Manager at Atlantic, and former BMG publishing exec Char Grant will join as Marketing Director and A&R Director, respectively.

“It is a perfect fit having Alex and Alec at the helm of 0207 Def Jam," said Jeff Harleston, interim Chairman & CEO of Def Jam Recordings. "Their creativity, artist relationships and connection with culture are all key elements that have made Def Jam such an important label for over 35 years. I have no doubt that Alex, Alec and their team will only make the label and the brand even stronger.”