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Whose house? 

When former Liverhearts' bassist Trey Lindsay created Rob's House Records to release 7-inch singles exclusively by Atlanta indie-rock bands, art took precedence over profitability. Seven-inch singles aren't the most lucrative format on which to base a label, but according to Lindsay, money is less of an issue for him than preserving in time the cultural validity of Atlanta's current crop of underground artists.

For its first batch of singles, Rob's House is simultaneously releasing 7-inches by the Selmanaires, Anna Kramer and Shock Cinema, each limited to 300 copies.

The name Rob's House was already in place when Lindsay hatched the idea for the project. "We used it for the Liverhearts/the Orphans split single," Lindsay explains. "It was always a made-up thing. But when I got the idea to start a label, it was already there and it had a nice ring to it."

A handful of Lindsay's associates, including Matt Glagola, Jason Beebe and Marc Crifasi, have contributed everything from promotions to recording the songs, but all major artistic decisions have been left in the hands of the artists.

For Lindsay, choosing the Selmanaires, Kramer and Shock Cinema for the first three releases was a matter of chance. "When I got the idea to do it, I sent out an e-mail to a bunch of bands who I thought would be interested and they were the first three to get back with me," he says.

With a future release confirmed from A Fir-Ju Well and a split single between Deerhunter and Hubcap City, the label is well on its way to establishing the goals it set from the beginning.

But who benefits from such an under-the-radar release? "Rob's House wanted to help us put out a record, so it's a mutual support," says Shock Cinema guitarist Autry Fulbright. "Everyone involved benefits from it. It's more of a creative exchange and not just about money."

Anna Kramer, the Selmanaires, Shock Cinema and the Oranges Band play the Earl Fri., Nov. 18, 9 p.m. $5. 488 Flat Shoals Ave. 404-522-3950. www.badearl.com.

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