In 1998 Mike Weston established the Area as  an umbrella identity for his work in the  production, promotion  and management of independent artists and art projects.

Applying the operational model of a record label to the production and presentation of art, since its inception, the Area’s operational slogan has been “ART HAPPENS”, at various times morphing into a gallery, recording studio, spray paint shop, video set, photography location, office, design house.
Continuously fostering new directions and adapting to the demands of fresh projects, the Area approach is dedication to experimentation and innovation  in creative technical capability. A readiness to explore new ways of doing business in Art has supported a thriving enterprise that exists independent of government grants or bureaucratic funding schemes.