As reported exclusively on prweek.com/uk (28 January), Outside Edge will be led by former Sony publicist, Shoshanna Stone, who brings several top artists to the new venture with her, including Britney Spears, Usher and Shakira.
Traditionally in the UK's music business, in-house PR has been separated into several teams working across press, TV and online. But the new division will offer its artists a multi-platform and cross-media PR strategy, including support across TV, online, press and brand extensions.
Sam Bowen, strategy director at Outside, said: 'This new division is part of a fundamental shift in the way music PR works. If you have compartmentalised PR for an artist, it doesn't consider how an artist needs to be nowadays.
'Clearly with the changes in how the music industry makes its money and the way an artist sells themselves now, it really needs to have one central message across a range of different platforms.'
In recent years, the internet and illegal music downloads have resulted in huge losses for the music industry, prompting artists to venture into other avenues, such as perfume brands, books and movies.
Stone said: 'In the past, artists have made most of their money through the music and they didn't do so many other things.
'Artists have developed brands and started doing other things and they want someone who can look after them all the way through their brands and across all media.'
Stone, previously head of publicity for Sony's RCA label, will be joined by former Sony publicity assistant Matt Ott, who will take on the role of account manager at Outside Edge.
Stone's move means former Polydor PR Chloe Melick joins RCA as acting head of press.