One of the big things is the label name. I think we've arrived at one, but pending several things, we can't announce it here yet.
Regardless of the name, artists must be fairly compensated for their creations... whether its music purely for entertainment, or commercial release.
Commercially released work is pretty well an established industry standard that needs to swing a bit more towards the artist's compensation in terms of fairness.
Music for entertainment has traditionally been where artists have been so eager to want their music, that they've been willing to blindly sign any contract before them... often resulting in artists being hoodwinked into giving up more than their fair share.
What this new label will do is put everyone involved in the music creation process on reasonable and equitable terms, with artists and musicians being in the drivers seat, as far as content distribution and compensation.