First Avenue broadens base with Neo link-up.

First Avenue is moving away from its pop R&B roots with the launch of a label venture with Eddie Gordon's dance company Neo Records.

The venture represents the first independent label deal for the management and production company, which has traditionally acted as an A&R source for major labels. In the 10 years since it was launched, First Avenue's key artists have included Eternal (EMI), Honeyz (Mercury), Dina Carroll (Mercury) and Kele Le Roc (Polydor). Though its acts have consistently scored singles hits, some have struggled to achieve corresponding albums success in recent times.

First Avenue co-founder Oliver Smallman says the Neo 1st venture will be "very flexible and won't get bogged down with red tape. It may become the model for all future releases."

Neo chairman Eddie Gordon -- a long-time friend of Smallman -- says, "The situation came about through my involvement with Oliver on acts such as Eternal and Dina Carroll as part of the West End production team."

Likening the set-up to "independent powerhouses" such as Ministry Of Sound and Telstar, Smallman adds, "Some artists are better served by this type of set-up. Looking at the US success of BBMak, I don't think that would have happened at all had they been signed worldwide to a major."

The first act signed to Neo 1st is Maria Rubia, best known as the voice of Fragma's ...