Serpentine Music is the name of the a new music label collective being started by singer/songwriter Jenny Lundblad that's set to begin in September. The group plans to help promote up-and-coming artists by getting their music in stores and helping them with accounting, publishing and so forth. They're trying to emulate the success of other Swedish DIY artists such as The Concretes, The Knife and Marit Bergman and eventually they even hope to offer all sorts of related services such as radio promotion, photography, advertising and more - the musical equivilent to Ikea they say. It's obviously a promising idea, considering that indie labels don't appear to be suffering quite as much as the majors these days and the overhead will probably be kept quite low, but my concern is that the group will quickly become watered down with lesser talent. I'm not sure I would trust it, but then again, I barely trust anyone to take care of my business for me. The concept of the musical collectives is certainly viable at least (see Elephant 6 for example). Anyhow, read the whole article from MI: http://www.musikindustrin.nu/mi/smpage.fwx?page=198&NYHETER=4787