Sawin, CMG topper Michelle Jubelirer, Avildsen and Saturn all agreed the Sumerian announcement was funnier in the original Cuneiform.

Independent-rock label Sumerian Records has signed a long-term distribution agreement with Virgin Music Label & Artist Services. The first music under the new pact will come from alternative-rock band Palaye Royale. Sumerian founder and CEO Ash Avildsen and Virgin President Jacqueline Saturn made the announcement.

Virgin Music will also provide the label with a variety of services in support of its releases, supplementing Sumerian’s robust in-house functions, developed since its founding in 2006.

Having enjoyed several recent Grammy nominations, Sumerian has more than 2.35m YouTube subscribers and is the only indie label in the genre with more than 125k organic TikTok followers. The label has had recent successes with music by Bad Omens and Nita Strauss.

“Sumerian has established a stellar track record for finding and breaking artists in the rock, alternative and metal genres,” said Virgin Music General Manager Matt Sawin. “We’re honored that Ash and Sumerian are partnering with Virgin Music and are excited to help bring their label and outstanding roster of artists to new heights.”

“Virgin Music and Capitol are two incredibly iconic brands in music,” Avildsen said. “I hope to build Sumerian into that echelon and believe the teams at these companies are the best ones out there right now for me to do it with. They have shown true passion and persistence in getting this deal done as well as a full understanding that Sumerian is much more than just a record label. I am honored to call them my new partners and thrilled for our future together. I’d also like to thank [attorney] Stacy Fass and [consultant] John Greenberg for their help in the dealmaking.”

After the announcement, Avildsen was seen helping Saturn master her goat-throwing technique.