Music producers and pop writers have teamed together to create a new record specifically creating music for children aged four to 11.
Zeamu Music aims to plug the gap in the market for age-appropriate pop music for kids.
While babies and toddlers have lullabies and nursery rhymes, the label notes that primary school-aged children have little other than mainstream pop with its adult-orientated lyrics.
Kids may be able to enjoy the music, Zeamu says, but the lyrics are written for adults and that means youngsters cannot really relate to them.
The team behind Zeamu includes music producer and writer Natalie Barowitz, Jonathan Pilcher (Lana Del Ray, Athlete) and Grammy-nominated Owen Parker (Girls Aloud, Pet Shop Boys, Simple Minds).
They have got together with child psychologist Barbara Bishop and branding experts Fi and Simon Case to create record label Zeamu Music.
The first album to be released by the label features songs about issues like bullying and nightmares, as well as cheerier themes like the summer holidays and friendship.
"We tend to forget that young kid's emotions are as intense as love and heartbreak that most adult songs focus on. Providing kids with music they can relate to reassures them they're not alone, that other children experience these problems and gives them a platform to express themselves," said Zeamu in an announcement.
The songs and music have been written by music industry professionals but they are all sung by school children.
The album has been successfully trialled in schools and another album is due to be released later in the year.
The creation of the label and its focus on primary school children has been welcomed by teachers.
Stephanie Watts of Hollymount School in London, who was involved in trialling Zeamu Music said: "Zeamu Music is a regular feature in my classroom.
"Not only do the children really enjoy listening to the songs but they support topics we cover in the national curriculum such as bullying and friendship.
"What's more, it's great to be able to confidently play an album made for kids and sung by them which is not in the least bit patronising."