A couple of years back, our friends Dave and Amanda, were putting their cutie patootie daughter to bed, complete with full bedtime routine: pacifier, blanky, lighting, and music. Parents, you know the drill. Whatever works, right?

As sweet Etta was drifting off to dreamland, her parents were listening more intently to her lullaby CD. I can’t stand this music. Somebody should make music parents can tolerate–maybe even like… Wouldn’t it be great if somebody covered someone like Michael Jackson…?

As Amanda recalls of that night, “A conversation about babies and lullabies and music turned into a late-night brainstorming session, and by night’s end, Tree Top Records was born.” Now they just needed someone to make the music.

Ring! Ring! That’s the sounds of the Bat phone the hubs carries around with him. Dave and the hubs have been in cahoots in friendship and business for years now, so when we got the call about making great music for the short set–and with our friends to boot!–it was a no-brainer. Well, for me at least. I didn’t have to actually do anything but talk about how great it all was.

The hubs on the other hand set about making lullaby versions of iconic records of artists like Kenny Chesney (No Shoes, No Diaper, No Problem), Johnny Cash (I Crawl the Line), and Michael Jackson (Thrillaby). Meanwhile, Dave worked the business end of the deal–which sounds a whole lot like using math and stuff, so I do my best to not pay attention there. No offense, Dave!

Apart from a longstanding friendship and business relationship, we found ourselves to be on another fast-moving train together: twindom. Two months after the hubs and I found out we were expecting O and Ro, Dave and Amanda discovered they were preggers with yummy twin boys Julian and Luca. Needless to say, words like “betrothal” have been bounced around for some time.

So the twin powers have united and given birth to one sweet baby this time. Today, we (that’s me) at Master of What are happy to announce the creation of a new record label, Tree Top Records. Our first project, Cradle Rock, is releasing today with the first three projects, but we’ll be releasing five more in the spring, including lullaby renditions: of U2′s Joshua Tree, Pink Floyd’s Dark Side of the Moon, The Eagles’ iconic Greatest Hits, and albums inspired by the hits of Carrie Underwood and Black Eyed Peas (my fave–”Sleep-pea Hits”).

Here’s the official press release for Cradle Rock, which releases online, digitally, and to retail … TODAY!

We’re stoked! Can you feel it? Yeah, it’s palpable.

These albums are fun, giving parents something to sing and hum along to. But what parents really want to know is, Will it help my babe to sleep? From our experience of using music to help O and Ro pack up for Dreamland thrice daily, the answer is a resounding “YES!” ‘Cause we’ve all got to get some rest, yo, especially during those first few months.

To celebrate the Cradle Rock project release, Master of What will be giving away three albums this week–reader’s choice. Know someone who could use some super fun tunes to rock their sweet babe to la la land (no smog in Dreamland)? All you have to do is leave a comment below or Tweet a link to this post. Let us know the album of your choice.

Of course, you can always go straight away to Tree Top Records online to purchase any and all of the albums for yourself or a friend in need of some sweet sleep. Bring it, Peeps. There are babies and their rental units who need some serious sleep!