Peter Rojas, of Engadget fame, will be launching his new "online label" this fall in conjunction with Downtown Records (indie faves Art Brut and mega-toothed Gnarls Barkley). The label dubbed, "RCRD LBL," will offer all its music for free, and generate revenue from from offering "highly targeted sponsorship opportunities.".....And straight from the horse's mouth, er, blog rather, Peter had this to say: "So, yes, the New York Post got the scoop on this new record label I’m working on. They got a few things wrong, though. For starters, contrary to what they reported, we do actually already have a bunch of bands signed up, we just aren’t announcing them until we launch. We’re not in stealth mode or any of that nonsense, but the simple truth is that the site isn’t going to be ready for a few months and so I’m probably not going to say much about it until we’re closer to launch."