Ronnie Dunn has revealed some of the details for his upcoming second solo album. The singer has recorded 20 songs for the project, which he plans to release in the fall -- and he's taking an innovative approach to marketing his new work.

Dunn has been using social media to engage his fans online since departing Sony last June. He's been trying to come up with new ways to expose his music that don't depend solely on the traditional Nashville business model.

For the new album, he's taking that a step further by starting his own label, Little Will-E Records, which he says is staffed with an "out of the box" group of innovative thinkers.

"I think you are going to like what you see and hear," Dunn writes on his Facebook page. "We are going to make music available to you in different and unique ways. Our goal is to create a MUSIC CULTURE, guided by a lifestyle philosophy. There are no rules."

Dunn has already shared several of the new songs online, among them an edgy track titled 'Country This,' and a more traditional track titled 'Peace, Love and Country Music.' He recently debuted his new single, 'Kiss You There,' at a surprise rooftop performance during the CMA Music Festival.

That song is currently being tested as the first single from the album on Sirius XM's 'The Highway' show. "It is testing through the roof and selling on iTunes at an average of 5,000 per week and climbing !!!!" Dunn writes.

The singer says the next step is to move into mainstream radio, which he calls "a very complicated and COSTLY endeavor." To that end he has consulted with a number of industry movers and shakers, who have all agreed to help him execute his plan. Dunn writes, "Mainstream radio is driven by '30 year old and younger artists' problem. I get it but there is room for 'FREAKS LIKE ME.'"

So far Dunn has not revealed the artwork or full track listing for the album, which is planned for a November release. He also hasn't announced a title, though both 'Country This' and 'Peace, Love and Country Music' appear to be contenders.