Due out here in Australia this September for the 2010 Parklife festival, UK DJ Jesse Rose is showing he’s all business when it comes to his music, revealing that he’s launching his own label in an attempt to fight the growing trends in music piracy.

According to Electronic Beats, Rose made the decision to kick off the new label after seeing “what the effects of leaks and digital handouts had on the industry”, and plans to make his appropriately named new label – Play It Down – one purely for the fans, eschewing any promos and digital mailouts for DJs.

The UK star has already lined up a wealth of talent to feature on upcoming Play It Down releases, including scheduled cuts from Zombie Disco Squad and Oliver $ who’ll christen the label with the debut release, Shaka Lao, on July 26th.

To catch up on more Jesse Rose juice before his Parklife arrival just check out our All About Jesse Rose page.