Copyright 1991 Billboard Publications, Inc. Billboard January 12, 1991 SECTION: NEWS ANALYSIS; Pg. 10 LENGTH: 1441 words HEADLINE: New Labels Primed To Join Crowded Field In '91 BYLINE: BY DAVE DiMARTINO; Assistance in preparing this story was provided by Chris Morris. DATELINE: LOS ANGELES BODY: With two No. 1 singles and a respectable showing on the Top Pop Albums chart as evidence, last year's four new big-name labels -- Geffen's DGC, Virgin's Charisma, Irving Azoff's Giant, and Disney's Hollywood -- already have made their presence felt. But as the new year rolls in, those rookie labels face additional competition from at least five similar startup ventures: East West America, Interscope, Zoo, Imago, and Morgan Creek. Each has plans for its first releases in the coming months. How will these new labels fare? If the track record of 1990's rookie labels is any indication, those new labels that have been spun off from existing labels -- such as last year's DGC and Charisma -- may stand the greatest chance of immediate success. Of 1991's new crop, only East West America -- which is taking much of its initial roster with it from Atlantic -- fits that description. In contrast, Zoo, Interscope, Imago, and Morgan Creek -- like Giant and Hollywood in 1990 -- are starting from scratc h in building their artist and executive rosters. Here is a rundown of the new labels the industry will be watching closely . . . . . . Also claiming its first No. 1 record was Charisma, whose "Close To You" by Maxi Priest hit the top slot on the Hot 100 -- bringing the label its first gold album, with that artist's "Bonafide." Of the 15 albums Charisma has released to date, four h ave hit the Top Pop Albums chart; Maxi Priest's "Bonafide," which peaked at No. 47, Gary Moore's "Still Got The Blues (No. 103), Jellyfish's "Bellybutton" (No. 183), and, through its Cutting Records imprint, 2 In A Room's "Wiggle It" (No. 157). The latte r group's single of the same name also reached the No. 1 slot on both the Dance Club Play and Dance 12-Inch Singles Sales charts.