A MUSIC label aiming to give artists from developing countries more control over their output has been launched in the region.

Fair Trade Media, an online music label and accessories store, aims to help Third World musicians gain exposure, while gaining a share of the profits.

It is the brainchild of Newcastle-based PointOV, a new media business that specialises in creating ethical products.

Andy Redfern, director of PointOV, said: "Fair Trade Media isn't just about supporting musicians from poor countries - it's also about musicians in the developed nations sharing their royalties with projects they care about. This online community will make a huge difference to original artists and the causes they support.

"It seems appropriate that in the twentieth anniversary year of Live Aid and the recent Live 8 announcement, a grassroots music movement can still make a difference to world poverty."

Five per-cent of the proceeds from all goods through the website will go towards projects supporting poor artists around the world.

Musicians already signed up include London singer-songwriter Da'Nelle, who is donating some of the proceeds from her album to a music project in Malawi. She is performing in Newcastle's Hyena Caf on Tuesday, June 21.