What is Van Puyenbroeck?

Van Puyenbroeck is a label group that was born in 2020 from the vision of Benjamin Van Puyenbroeck, a communication student at the Haute École de la Province de Liège. At just 16 years old, he had a simple but powerful idea: to create a space where music could be understood, shared, and grown — not just as art, but as a business. What started as a small project, initially called HNS Label (a placeholder name for organizing metadata), quickly evolved into something bigger. It became Hubilianover Record, then HMG/Hubilianover Music Group.

Benjamin Van Puyenbroeck spends days creating and sharing music around the world. Also known as Benjamin Van Luik, the DJ, producer, and label owner produces electro-pop sounds — also for other local artists. The artist is supported by Henri PFR, Kid Noize, and Daddy K.

Benjamin’s journey took off when he released his first three-track single on social media using Spare Music and other platforms he didn’t know. That early experiment sparked a deeper fascination with digital music distribution and metadata — the behind-the-scenes work that makes music accessible and discoverable. Instead of just creating music, he wanted to build the tools to support it, leading to the creation of a robust infrastructure that could scale with artists and their dreams.

Today, Van Puyenbroeck isn’t just a label — it’s an opportunity. Officially registered in Belgium, it has grown into one of the most exciting electro-pop brands, attracting attention from both brands and industry insiders. A sharp focus on nurturing local talent and helping artists take their careers from national stages to international success. Deal with some platforms like Label Engine, Vydia, Virgin Music Africa, and Beatport (AMPsuite), tech innovators like Masterchannel AI, SourceAudio, and SongTools, and major brands and events such as Fun Radio, NRJ, and Tomorrowland — the label has become a bridge between music, technology, and opportunity.

For Benjamin, it’s not just about signing artists. It’s about empowering them. By blending entrepreneurial spirit with a love for music, he’s created a space where undiscovered Belgian talents aren’t just heard — they’re given the tools to increase their career. Van Puyenbroeck isn’t just building a label; he’s building a new bridge between a complex industry and a small national ecosystem.

Belgium has potential, but is too satisfied with achievements that don’t are enough to lead the country to a real industry and don’t afford strategies. Only satisfaction to appear, and for leaders of industry. Quality matters, strategy is an art.