Loog lines up summer push: hat-trick of new acts poised to give label its biggest breakthrough yet.(Profile)

In February 2003, NME writer James Oldham joined the sizeable list of music industry executives who started their careers in journalism before taking the plunge into the music business itself.

>From notable names such as Springsteen manager Jan Landau, former Mercury Records head Danny Goldberg and Chrysalis thunder Terry Ellis through to newer characters including Polydor's Peter Lorraine, Best Est's John Best and Fierce Panda's Simon Williams, the track from music scribe to industry executive is a well-trodden one.

For Oldham, the journey began 16 months ago, since when he has been slowly building up the roster of Loog Records, the imprint he started as a stand=alone subsidiary of Polydor.

Reporting directly to Universal Music chairman Lucian Grainge, Oldham operates the label from its own offices in London's West End. plugging into Polydor's marketing expertise as and when it is needed.

The label--named after Oldham's inspiration, Andrew "Loog" Oldham--has raised its profile with a string of records from the likes of The Hiss, Mr David Viner and The Soledad Brothers. But in the next few months, it will up the ante with projects which have the scope to deliver Loog's biggest commercial successes to date.

This week sees the debut release from the label's newest signing, London-based The Duke Spirit, who are led by distinctive frontwoman Liela Moss. "I see them developing into a UK Yeah Yeah Yeahs," says Oldham. The band have just toured with The Vines and their debut album will be released in September.

But perhaps Loog's biggest chance foor success this ...