Pop star Adam Levine decided to start his own record label just to work with an undiscovered singer/songwriter after becoming captivated by her voice.
The Maroon 5 frontman was introduced to Rozzi Crane's work by a friend after attending a class at the University of Southern California (USC) and he launched 222 Records early last year (12) just to help the young musician achieve her dreams - because he's convinced she is the next big thing.
He says, "Rozzi Crane is the reason I started the label. She's this incredible singer and nobody knows her yet... She is amazing... She just turned 21.
"A friend of mine met her at a songwriting class at USC and said, 'Hey, check her out.' I was like, 'Wow, that's one of the best voices I ever heard in my life.' So I was in Australia and I called her up and basically said, 'Hey, listen - I don't have a record label, but I will start one for you because I think you're that good...' She's the first artist that we signed and she's just incredible."
The Payphone hitmaker also counts Glee singer/actor Matthew Morrison and former The Voice finalist Tony Lucca, who used to be a member of the Mickey Mouse Club alongside Levine's fellow TV judge, Christina Aguilera, among his roster of artists.