Toby Keith officially opens his new label, Show Dog Records, on Thursday (Sept. 1) in Nashville. At a Wednesday (Aug. 31) press conference, he called the venture "the ultimate freedom and the ultimate opportunity." He also joked that the label's first signing was "a handful" -- that artist being Keith, himself. The label will be distributed by the Universal Music Group, which also owns and distributes DreamWorks Nashville, the label he's leaving. Show Dog Records will share a staff with another new label, Big Machine Records, led by promotion veteran Scott Borchetta. After talking about the importance of a good song, Keith said the goal of his label is "to bring songwriters to life as recording artists."