Belgian brewing force, Interbrew, which produces Stella Artois, has announced that it will launch its own record label this month. Beer brand Stella Artois is to start a music label of its own called Stella Artois Music, Expatica.com reported. The new label will concentrate on rock and dance acts. In the past the brewer has sponsored music festivals and concerts. The head of the new label is Len Doens, former programme director of Flemish music TV channel TMF.

Doens says that last year was a disaster for the Belgian music industry and this is why he has now settled on this initiative. As a result of the crisis in the music industry Belgian performers including Zita Swoon, Arid, Voice Male and Gorki have not been able to find a record company. Stella Artois now hopes to be able to help them out.

04 February, 2004