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Dizzee Rascal has created his own record label, called Dirtee Stank. Dizzee Rascal's explanation of the name is, "The name came from one of the first lyrics I had: 'going on dirty/going on stank…' So I thought 'yeah fuck it, Dirtee Stank.'" Dizzee has stated "I had Dirtee Stank before I had my record deal.”The first white label release of "I Luv U" was made on Dirtee Stank, released when he was 16, although both of his albums and their subsequent singles have been released under XL Recordings. It was not until 2005 that Dizzee Rascal 'revived' the label and made his first signings, Klass A, and Newham Generals. The label's MySpace page states that the ethos of the company is "about bridging the gap between indie, majors and the street. Stank is the way forwards". The label's logo is a picture of flies circling faeces – when asked why this logo was chosen, Dizzee stated that it was the "streetest thing I could think of".
The label was formed and is owned by Dizzee Rascal, and is co-run by Dizzee's manager, Cage. According to Cage, Dirtee Stank exists to promote gifted artists with "social problems" that might scare off other labels. "People who, through the conditions they live in, might not be stable." he label should also help artists overcome hurdles such as access to studios that "take something from a raw demo to something people will get excited about on the street".

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