PR and marketing company Girlie Action has launched a label services division. The New York-based company’s new project will extend its reach into the realms of project management, and sales and radio promotions, transforming it into a one-stop-marketing-shop for artists.

Girlie Action’s owners, Felice Ecker and Vickie Starr, intend for the new division to allow their clients to pick and choose additional services. This will be especially useful for unsigned artists “who are looking to self-release, as well as labels who need additional staffing resources, either because they don’t have offices in the U.S. or because they don’t maintain a full record label staff year-round,” Starr tells CMJ.

Kevin Wortis joins Girlie Action to head the division, bringing with him 20 years of music industry experience. Wortis has worn many hats in the music world, including artist manager, booking agent and co-founder of World’s Fair, a label services company, where he worked with clients like Rough Trade, Dandy Warhols, Lady Sovereign, J Dilla and Secret Machines. In taking the post at Girlie Action, Wortis leaves behind his role as label services agency Rock Steady‘s president, a position to which he was appointed last July.

Girlie Action is looking forward to having Wortis on board. “Kevin has been a client and co-conspirator of Girlie Action off and on for over 15 years, and has become a good friend,” Starr says. “Aside from thinking he’s brilliant, we also know that we work well together, and that we share common values and a common vision.”