Belgian independent record company ARS Productions has launched a niche label, Forever, which will target consumers aged 50 and up. Universal Music will distribute Forever in Belgium.

Belgian independent record company ARS Productions has launched a niche label, Forever, which will target consumers aged 50 and up. Universal Music will distribute Forever in Belgium.

"We notice that the [industry's] creative output for the over-50-year-olds is slacking down," explains Patrick Busschots, managing director of ARS Production, "and by launching Forever, we want to cater to an older, financially strong group of buyers. As an independent, we want to be on top of the trends."

The first release on Forever, issued yesterday (April 13), is the two-CD compilation "Unforgettable Evergreens," featuring tracks by veteran international artists Nat "King" Cole, Della Reese and Dean Martin. The label's first artist release, featuring accordion-player Jadranco, will follow this summer.

At the other end of the spectrum, ARS caters to the 6-10 demographic via its Kids Music imprint, which has achieved chart success with flagship act M-Kids.