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UPE  was founded by AINARS MIELAVS.
Born in Riga, on September 10, 1960. He has graduated from the department of design graphics of the Latvian Academy of Arts and taught painting at the Riga College of Applied Arts.  MIELAVS has successfully worked in the entertainment business for a couple of decades now  ( the POLY discotheque - the most popular in the country during the 80-s, several TV shows:  VIDEORITMI  (Video Rhythms),  AR DZIESMU PAR DZĪVI  (The Songs of Your Life),  EXTRA MŪZIKAS IZLASE  (The Best of Extra Music),  popular musical shows at the national radio,  Radio SWH - the largest Latvian commercial radio station,  promotion manager of  EMI  Baltic States agency;  JAUNS MĒNESS (New Moon) - one of the most prominent Latvian rock bands.   MIELAVS  has practically on his own produced and prepared for market all the albums by  JAUNS MĒNESS,  released both during the Soviet regime and afterwards under different music labels. The official foundation of UPE Recording Company in June, 1997 was actually a mere formality as recording, production and preparation for market were done by Mielavs for quite a long time even befor the idea of "UPE" was born