The label was determined to show an improved image of their artists, whether it was through promoting them individually or together with one another, and that this would progress the image of their label overall. The charm of the label was that most of the artists were in the same crew Speaking Trumpet and have been colleagues in the industry for a long time.
Standart Music Group kicked off the launch of their label in February of 2013 with a celebration concert and rolled out with releases from R-EST's single to Soul Dive's win on 'Show Me the Money 2' and their single 'This Young Night,' and G-Slow's digital album '#ing' and Kebee's official album not too long ago.
I would say most people saw this coming the moment they released news of the label when it was just Minos, RHYME-A-, and Kebee. Everyone called it a Soul Company 2.0 and how the label was pretty much a disgrace to Soul Company. Then RHYME-A- left a few months ago saying there were differences in the musical direction he wanted to take versus what Standart had wanted. And last but not least, everyone (and I'm sure the artists of Standart themselves) had expectations of the responses from the public since after all, more than half of them were from Soul Company and Soul Company swept off every label back in the day. It'll be interesting to see where everyone goes and signs off to now.