The label was a partnership of US-based Fred Haayen and Willem Van Kooten of Benelux' CNR, with a minority share held by Polygram Records, bows under PolyGram manufacture and distribution. The company's goal was to be an international label with guarantees of worldwide releases. Other elements of the company included a tv production company, a publishing firm, 21 Music, with ASCAP and BMI affiliations, and a record production company. Haayden, a former key executive at PolyGram and Wea International, was involved in various forms of distribution with acts from the US, Canada, UK and Benelux. Abroad the US, 21 was working with A&R executives in various territories, and a CNR marketing and promotion team coordinated activities with PolyGram's own staffers. The tv production division had it's own objectives and the video divisions didn't involve participation by PolyGram. In 1985, RCA/Ariola Canada signed up the label for Canadian distribution.