Sub Pop and Seattle radio station KEXP have decided that it's high time to do something about the current state of world music. Using the KEXP show "The Best Ambiance" as a starting point, they've launched a Sub Pop imprint that will focus on the type of pop and traditional music from Africa that's played during the radio show. The imprint will be titled Next Ambiance.

They've already signed a band, Bassekou Kouyate & Ngoni ba, and will release their album I Speak Fula on download format only on December 1st. The band is soon to tour with Bela Fleck.