Rapper Alex Faith has launched a new record label, Mission House Entertainment, which he expects to primarily sign blues, folk and pop singers.

“I’ve wanted to do something along the lines of live and acoustic production,” Faith said in a press release, “which is how I got into the industry to begin with.”

Faith, whose grandfather is in the Country Music Hall of Fame, has been playing country and folk music on guitar since around the age of 10. Last year, he met singer Macon Hatton in Dallas and produced his debut EP Stages. Faith enjoyed the experience enough to launch his own label with Jon Parker and Dave Dawkins of The Svelte Group, a creative philanthropic organization based in Atlanta.

Hatton is the first artist signed to Mission House, which will also manage booking for hip-hop artists John Givez, Beleaf, Ruslan and Tragic Hero, as well as speakers BJ Thompson and Parker. Faith, who will serve as CEO of Mission House, remains signed to Christian hip-hop label Collision Records.