On August 17, 2011, the American dubstep artist Skrillex announced the launch of his new OWSLA label. Tim Smith, Skrillex’s manager and owner of the Blood Company (a management company) as well as Kathryn Frazier (owner of the publicity firm Biz 3) and publicist Clayton Blaha (Biz 3) have all signed on as business partners in the venture.

The label’s first releases will come from Bristol-based dubstep producer Koan Sound, electro-house newcomer Porter Robinson from North Carolina, singer/songwriter Alvin Risk, and San Francisco based M Machine (formally Metropolis).

“Artists will be hand selected by Skrillex and the OWSLA team in an effort to unite under a cohesive theme of friendship and integrity – as well as bass,” Blaha told Billboard.biz.

Dubstep DJ/producer Sonny “Skrillex” Moore has had quite a year: His most recent EP “More Monsters and Sprites” released on June 7, 2011, peaked at No. 3 on the Heatseekers Albums and No. 5 on Billboard’s Top Electronic Albums. His sophomore EP sold 12,000 copies in the U.S., according to Nielsen SoundScan. And his first EP, “Scary Monsters and Nice Sprites,” released in 2010, sold 83,000 copies. He also played several of the biggest music festivals, including Coachella, Lollapalooza, Ultra Music Festival, Camp Bisco X and Hard LA.

The announcement also helps explain the rather strange viral video campaign that appeared on Skrillex’s YouTube channel. The videos, entitled “OWSLA #1″ and “OWSLA #2,” featured the mysterious eye-liner wearing OWSLA Urchin aka the “Dupstepchild” throwing stuffed animals and balloons at the camera.