From left: Johnta Austin, Ginuwine, Ira Dewitt, Troy Taylor

Notifi Records is staking out its territory as one of the latest St. Louis labels on the national landscape, and doing so by brandishing a big R&B gun, Ginuwine, as its debut act.

The locally based Notifi (pronounced “notify”) was founded by Ira DeWitt, who describes it as an urban-crossover label.

“There aren’t any here other than (Nelly’s) Derrty Entertainment,” DeWitt said. “My goal is to establish a presence in the Midwest that makes timeless music, not just gimmicky songs that are going to come and go.”

“Boyz II Men’s music never goes out of style,” she said. “Jay-Z songs from 10 years ago are relevant today.”

Ginuwine, known for his racy ’90s breakthrough song “Pony,” followed by “Differences,” “So Anxious” and “In Those Jeans,” was looking for a label where he could work on his music without constraints, DeWitt said. “Other labels wanted to tell him what to do.”

She has struck a distribution deal with Warner/Asylum.

DeWitt said Ginuwine’s music - which is R&B but not strictly urban - should attract a wide range of audiences, including fans overseas.

He is working with Timbaland, Bryan Michael Cox, Johnta Austin, RL and others.

“There’s definitely some classic Ginuwine going on there, but he’s really evolved as an artist” and a person, DeWitt said. “He’s in his early 30s, he’s a father and he’s more mature. It’s sophisticated. He’s not doing ‘Pony’ anymore.”

Ginuwine is recording mostly in St. Louis, though he traveled for the Timbaland track. His first single, yet to be determined, will be released in January, followed by the CD in the spring. One track, “My Last Chance,” has already leaked online.

Oli, an R&B singer from Fort Lauderdale, Fla., is also on Notifi, as is Miss Be, a rapper-singer originally from Detroit. Both live in St. Louis. Completing the roster is St. Louis rapper Potzee, whose debut CD through Warner/Asylum never surfaced.

“Potzee fell through the cracks,” said DeWitt, who previously managed Potzee. “We got him out of his deal at Warner.”

Although she’s not looking for any more artists for her label, DeWitt is open to writers and producers.

Running Notifi is a challenge that has required adjusting to cultural differences, she says. Not only is she a woman running an urban company, but she’s a white woman running an urban company.

This isn’t new for DeWitt. She worked for years with Jane Higgins, Nelly’s publicist, and was part of Fly Moves Productions with Phat Buddha’s Mike Landau, the production team behind rapper Stevie Stone.

DeWitt, who is married to Cardinals president Bill DeWitt III, is also a licensed psychologist and has owned a boutique.

The Notifi phase of her career offers her the chance to get involved in the music scene without having to face an audience.

“I always wanted to do something in music,” she said. A role behind-the-scenes is the right fit, she joked, because “I’m talentless.”

Get more at notifimusicgroup.com or myspace.com/notifimusicgroup.