You’d think that with so many labels folding or consolidating at the moment, the last thing you’d want to do is start your own label. Yet that’s exactly what Lamb Of God drummer Chris Adler is doing. In conjunction with The End Records and with distribution through RED, Adler and LOG manager Larry Mazer have formed ReThink Records. The labels first release will come from new comers Too Late The Hero, whose debut CD Statement Of Purpose will come out on April 12. Not much is known about the band that hails from Portland, ME, besides that the album is produced by Lamb Of God producer Josh Wilbur (whose brother appears to be Jared Wilbur, singer of the band). We’ll get our first taste of Too Late The Hero on Monday (February 14) when the band will start streaming a new track from the album each subsequent Monday on MySpace, Facebook and their official website.

Adler of course isn’t the only metal musician to form his own independent label. Jamey Jasta (Hatebreed/Kingdom Of Sorrow), who runs Stillborn Records, and Trevor Phipps (Unearth), who runs Metal Blade imprint Ironclad Recordings, are just a few examples of modern metal giants taking an interest in running their own labels. We hope to find out more behind Adler’s reasoning for forming ReThink Records when Metal Insider interviews him next week. Stay tuned for more.