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KOBALT GOES ALL IN ON AWAL

Kobalt is combining all of its recording business under the AWAL brand and has significantly boosted AWAL’s resources, the parent company announced. Moves include investing $150 million into particpating artists and indie labels, hiring another 100 employees and introducing a lineup of new technology products next week at SXSW.

The newly combined AWAL will serve thousands of emerging and established artists with a range of product and service offerings—from digital distribution, music-data insights and funding to global marketing, A&R and promotion, the press release reads.  

“We’re leveling the playing field,” said Kobalt Founder/CEO Willard Ahdritz, explaining the concept of AWAL. “For too long, artists have had to go through the gatekeepers to make a living out of music. Today, artists can build a career without the hangover of a traditional label deal. Hundreds of artists on AWAL are making over $50,000 a year and many earn in the millions without signing away their rights. We are also helping dozens of other independent labels do the same for their artists.”

“There are thousands of artists with real potential today who are lacking a true global partner with the capacity for funding, A&R, music data insights, promotion, distribution and marketing support,” AWAL CEO Lonny Olinick further explained. “To be able to help all of these artists, you need to understand what level of support and capital artists need at what stage in their career—so they can continue to rise. Through our tech platform and global team with deep industry experience across the globe, AWAL is in a unique position to support both the rising stars and global superstars.”

AWAL’s roster of indie acts includes Nick Cave & the Bad Seeds, R3HAB, The Wombats, Lauv, Bruno Major, Tom Misch and VÉRITÉ.

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