Berlin-based house-head Jesse Rose has launched a new imprint, Play It Down, which will operate without the release of promos. Releases are expected soon from Zombie Disco Squad and Pole SLG.

Rose, whose DJ and production profile has risen steadily throughout 2010, already runs two labels. Front Room Recordings was launched in 2001 and, to date, has released tracks by Solid Groove, Rob Mello and close Bristolian friend Jamie Anderson. Rose’s other label Made To Play first appeared in 2005; his discography includes singles for Derrick Carter’s Classic stable as well as remixes of Riton, Hot Chip and Strictly Rhythm stalwarts Hardrive.

Play It Down’s unique approach to releases aims to cut out illegal downloading and build clubland hype.