Looking to do for indie rock what the NOW series has done for countless pop vixens and one-hit wonders, several top independent labels are reportedly set to release a series of indie rock compilations that will target the casual music fan.

The Shins

According to a report on Entertainment Weekly's Web site, Vice Records is set to release the first in a series of compilations focusing on indie rock, with artists like Bloc Party, the Shins, Bright Eyes, Air, Clap Your Hands Say Yeah, M. Ward, Ted Leo, Cat Power, and Silversun Pickups all signing on for the first volume.

Much like the NOW That's What I Call Music series, the compilation will likely jump from label to label with each release. Vice will release Volume One via Vice this summer, while Volumes Two and Three are tentatively slated to arrive later this year via Matador and Sub Pop respectively.

They goal of the venture is to capitalize on the increasing buzz behind indie music and to target Middle America, in partnership with MTV2.

"The focus is going to be Wal-Marts, big box stores, red states, and TV advertising," Vice general manager Adam Shore told EW.com. "The popularity of these bands is bigger than they've ever been before. So what we're trying to do here is give more people more reasons to listen to these artists."

The project is reportedly being spearheaded by the Alternative Distribution Alliance (ADA), the Warner Music Group-owned company that distributes Vice, Sub Pop, Matador, and several other indie labels. ADA recently inked a deal to sell DRM-free music through Snocap.