All aboard the banter bus.

UK-based online content behemoth Unilad is launching a record label.

The site launched in its current form in 2014, and has since become a popular global destination for memes and trending news. According to a press release sent out today (November 21), it will be expanding the brand with the help of a company called Music Gateway, which it will use as an A&R tool.

Interested musicians can visit the Unilad project at the Music Gateway website, where they can submit their music. It’s not clear what genres the label will be pushing, but it’s looking for artists who can play in a live setting.

“Unilad are delighted to be working with Music Gateway in order to find the best new UK musical talent,” the platform said in a press release. “Unilad are most interested in singers that can also perform using a live instrument.”

Unilad was founded in 2010 by Alex Partridge and gained popularity with students across the UK, but faced criticism from the National Union of Students who said it was responsible for misogynistic content that condoned the “casual trivialisation of rape.”

In 2013, Partridge signed a partnership agreement with Liam Harrington and Sam Bentley – who now own the Unilad site and Facebook page – and the site turned around its image, posting more socially responsible stories and building its global audience.

While the site has the reputation as a destination for “lads” – something that’s probably down to its choice of name – Harrington said in a recent interview with The Guardian that it is “absolutely not a lads’ mag” like ‘90s titles Loaded, FHM and Maxim.