Anderson .Paak has launched APESHIT, a record label created in collaboration with Universal Music Group, to sign artists who play their own instruments.

The L.A.-based imprint will soon announce artists and releases, to which UMG will provide global support.

“I wanted to start a label that sets fire to a new generation of artists who can play while performing,” .Paak said at his “press conference,” which you can watch below. “This label is going to be about passion, about feeling, about honesty. It’s about respect for the culture and art and it’s about heart."

"I was going to shows and realized that less and less I was seeing actual performers," he continued. "Where is the next generation that can play instruments? I know they’re out there. Don’t sell your instruments—this label wants to hear you!”

Said UMG Chairman & CEO Sir Lucian Grainge, “Anderson .Paak has consistently created award-winning, culture-shifting music. We are truly excited to work together to bring his bold and infectious vision for this new label to life.” APE stands for Anderson .Paak Empire; SHIT is not an acronym.