Label aspires to be 'new force' among indies.

Two of Britain's most influential independent labels are joining forces to establish a new record company.

Eclectic label Wall of Sound and PIAS U.K., the British division of Brussels-based group Play It Again Sam, have entered into a 50/50 joint venture to create PIAS/Wall of Sound.

WoS founder Mark Jones takes duties as managing director of the new label. Jones, who continues to be based in London, will work closely with PIAS U.K. group CEO Nick Hartley and PIAS group co-president Kenny Gates.

Based in London, PIAS/Wall of Sound will handle all PIAS artists in the U.K. including Mogwai, Amp Fiddler, 2 Many DJs/Soulwax, Vitalic, Tiga, Little Barrie and Iain Archer. The company will also handle in the U.K. Wall of Sound signed-acts Royksopp and Infadels.

Negotiations are in progress with regard to other WOS acts including Diefenbach, the Girls and Blak Twang.

Jones explains that the new set-up will merge the respective strengths of both partners to create a "new force" in the indie sector. "The new venture gives us the chance to actively compete in the market for new acts at a time when the independent option is proving a natural and successful route for so many artists," he says.

In a statement issued today, Gates says its ambition is "to mirror the success of our independent models and peers; Beggars Group or Domino for instance."

The new label will be distributed in the U.K. by Vital and by PIAS throughout Europe and digitally worldwide by Vital:PIAS Digital.

Staffing is expected include employees from both PIAS and WoS and will be unveiled shortly.