"The shift from label dominance to artist control": AWAL discusses the transformation in the music industry's power dynamics
AWAL's Success Story: Empowering Independent Artists Globally
In the ever-evolving world of music, AWAL, a Sony-owned company, has made a significant impact in the Label/Artist Services category. The company's success can be attributed to its innovative approach, focus on artist development, and commitment to independence.
Recently, AWAL-associated acts like CMAT, Djo, Jungle, and Laufey have experienced breakthroughs with their songs "End Of Beginning", "The Feeling", "Back On 74", and "Bewitched" respectively. These successes are a testament to AWAL's global and innovative infrastructure, which offers artists and label partners access to broad markets with customized support in A&R, marketing, and distribution.
One of AWAL's standout success stories is Little Simz. Signed to the company in 2018, she retains the rights and releases through her own Age 101 imprint. The partnership was renewed in 2020, leading to the release of her biggest-selling album to date, 2021's "Sometimes I Might Be Introvert". Matt Riley, UK MD of AWAL, played a significant role in signing Little Simz, and Paul Hitchman, global COO of AWAL, was instrumental in the deal.
AWAL's focus on artist development and independent ownership sets it apart. The company empowers artists to remain independent and own their rights, fostering long-term career growth rather than traditional label dependency. This approach is exemplified by Laufey, an Icelandic-Chinese artist who extended her deal with AWAL last year and has close to 15 million monthly listeners on Spotify. She sold out London's Royal Albert Hall in May.
AWAL's entrepreneurial, adaptable leadership is another key factor in its success. The company's promoted executives, like Victoria Needs, SVP, emphasize a dynamic, entrepreneurial spirit that navigates the changing music ecosystem effectively, helping artists scale global success.
Strategic partnerships and creative expertise are also crucial to AWAL's success. Collaborations like that with rapper Lil Durk’s OTF label venture leverage AWAL’s expertise to identify and nurture new talent. The company's experienced teams work closely alongside artists in executive roles, ensuring a tailored approach to each artist's unique needs.
AWAL continues to evolve its promotional strategies, encompassing global streaming, digital partnerships, and synch licensing. This supports artists’ exposure in diverse media like film, TV, and gaming. The company has masterminded campaigns for a variety of clients, including Tom Misch, Grentperez, The Beaches, Lovejoy, and Jungle.
In May, AWAL won the Label/Artist Services category at the Music Week Awards, further cementing its position in the industry. The company's success story serves as a shining example of how technology, artist-first services, and innovative marketing can modernize the record business model and compete effectively in the Label/Artist Services category.
In the realm of entertainment, AWAL's music-centered services have driven global success for independent artists, exemplified by Laufey's prolonged partnership and sold-out performance at London's Royal Albert Hall.
The company's strategic partnerships and creative expertise, such as collaborations with Lil Durk’s OTF label, highlight AWAL's commitment to discovering and nurturing new talent in the music industry.
