When Neotone Records released its first record Sept. 14, the musical brainchild of ISU graduate Thom Ancell became the second record label in Ames to begin operation in the past two years.

The album was called “I.D.E.A.” and the band was Yellow 5.

Ancell formed Neotone Records with Yellow 5 frontman and Des Moines native Scott Lemon in May of this year. The idea behind the label was to inject a different kind of electronic music into the veins of the Central Iowa and Midwest scene.

“Scott and I had been wanting to do something like this for years, and we just finally got it off the ground,” Ancell said. “You see a lot [of electronic music] in the form of DJs around here, but we wanted to offer the Midwest something that they aren’t used to seeing.”

Currently the Neotone roster features three bands: Yellow 5, Janus, and the Ames Sound Kitchen. And the label’s artists are not only involved with the creative aspect of the company, but are included in all other aspects as well.

“It takes all of us. I do a lot of the work on my own here, but it’s a team effort,” Ancell said. “I’m just trying to concentrate on this full-time and become an entrepreneur.”

Some of the musicians on the Neotone label hail from as far away as Chicago, Ancell said.

“It’s detrimental as far as some rehearsals go but as far as marketing it really helps us to gain a lot of contacts,” Ancell said. “We hope it helps us get involved in the Eastern and Central Iowa scene as well as in the Chicago area.”

Yellow 5 became the first Neotone act to perform in Ames when it played on the ISU4 television show, “Ames Music Live” in early September. Ancell said venues willing to take a chance on electric rock in the area can be scarce, so forums like “Ames Music Live” can be key for his artists.

“That [Ames Music Live] was a lot of fun, they let us have a lot of creative control. It seems a lot of venues around the Midwest aren’t willing to take a chance with electronic performers,” Ancell said.

Darryl Moton, KURE Music Director, agreed with Ancell on the state of local electronic music.

“I think there are some people out there who want to make music so transcendentally creative, and traditional rock or folk or otherwise doesn’t cut it for them,” Moton said. “Through places like the Boheme or “Ames Music Live,” local artists have had a place for their music to be heard.”

The first record label to make its mark in Ames was Bi-Fi Records, which was formed in 1999.

That label is now home to local music mainstays such as Pookey Bleum, Poison Control Center and Keepers of the Carpet.

Ancell said he can appreciate what the Bi-Fi label is doing for themselves and other musicians involved in the scene.

But Neotone already has its hands full with its current roster.

“I think we may sign more artists in the future,” Ancell said. “But for now we have enough to keep us going.”

While the local music scene continues to prosper through the presence of Bi-Fi Records, local electronic music fans and the Neotone label hope the introduction of a fresh sound will be able to duplicate the impact of Ames’ first label.