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American label owned by CNR, with a minor share held by PolyGram. Started in the Netherlands by Freddy Haayen and Kees van Kooten.
The company's goal was to be an international label with guarantees of worldwide releases. Other elements of the company included a television 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 Records was working with A&R executives in various territories and a CNR marketing and promotion team coordinated activities with PolyGram's own staffers. The television production division had its own objectives and the video divisions didn't involve participation by PolyGram.
In 1985, RCA/Ariola Canada signed up the label for Canadian distribution.
Closed in 1988.