The MUSIC BEER brand name is no coincidence...!

In 1993, Pascal NOEL released his first musical production and launched his label, LYRAE Music. During its promotion, all media doors remained closed, preventing any recognition of this first opus. To overcome this difficulty, marketing and graphic design skills were applied to the creation of promotional material for record stores. This creativity was quickly noticed by other jazz and blues artists, who began knocking on the label's door.

 

With his rapidly expanding graphic design studio, Pascal NOEL financed the production of renowned Belgian artists under a label that was still ignored by the press. This led to the creation of JAZZAROUND magazine (now JAZZMANIA), which was launched in 1995 and quickly became the leading music magazine in French-speaking Belgium.

 

In 1998, the signing of a collaboration agreement with Universal Music Publishing reinforced the growth and recognition of the LYRAE Music label. This news led to the creation of KROKO Music for the production of more popular musical genres - www.lyraekrokomusic.com - as well as an intense schedule of national and international tours and concerts.

 

In response to the Covid-19 crisis, Pascal NOEL created MUSIC BEER with Dany CVETKOVIC to support the severely impacted entertainment and concert industry. Once again, all skills are being put to work to distinguish MUSIC BEER from other brands through strong and innovative marketing. Freddy VANDERKIMPEN joined the team in 2021 as MUSIC BEER ambassador in France, before leaving for Colombia in 2024 as ambassador for MUSIC BEER and Walloon beers.

 

In 2021, after numerous export opportunities, MUSIC BEER's entry into mass distribution in Belgium, and Pascal NOEL's meeting with Chantal VAES at her "Summer Café", their deep friendship gave rise to the company MUSIC BEER INTERNATIONAL SRL with an expansion of the team through the involvement of the VAES-SNELLINGS family, seen as the long-term future of the MUSIC BEER brand.

 

The MUSIC BEER brand is definitely no coincidence...!