What is "eleveneleven"

eleveneleven is a record label founded in 2010 by Mike Hamlin, Ellen DeGeneres and her production company, A Very Good Production, in association with longtime affiliate Warner Bros. DeGeneres announced it on her show saying that the label would concentrate on less known artists and that she had been looking for videos of performances on YouTube. DeGeneres explained her choice of name, claiming that she often sees the number 11:11 when looking at her clocks, that she found Greyson Chance on the 11th, and that the singer's soccer jersey has the number 11. All of the artists on the label have, thus far, been distributed via Interscope Geffen A&M.