LoudLoud Records, the hip-hop label that launched Wu-Tang Clan, Mobb Deep and Big Pun, is about to make noise again, as founder Steve Rifkind revives the brand to launch a nimble indie. The new venture kicks off today — Monday, Sept. 28.

Unlike the original Loud, which launched in 1991 through BMG Distribution in the era when there were six major record companies, the new incarnation is setting up shop as a pure independent, with no formal ties to any major labels. The company celebrated its 25th anniversary in January with a concert at New York’s Radio City Music Hall featuring Wu-Tang Clan, Fat Joe and others.

In line with some of the precepts recently touted by Rifkind’s longtime friend Kanye West, artists will own their own masters. Label services will provided on an a la carte basis. Read more in Variety.