How It Works

No size fits all. AWAL is designed to build long-term music careers, with different deals at different stages:

Gaining Momentum

AWAL Core

Artists with a trajectory, building fans and their story in interesting ways


AWAL+

A smaller group of artists we think are on the verge


AWAL Recordings

Our global record label, built to break artists on their own terms


Services:
Distribution
AWAL Analytics
A&R Discovery
Artist Rep
Funding
Marketing
Synch
Radio + PR
Global Strategy

At every stage, every AWAL artist owns their work, keeps creative control, takes home the lion's share of revenue, and sidesteps long-term contracts. Explore how each stage works below.

AWAL Core

For artists with a trajectory, turning heads by reaching milestones like these:

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Radio 1's Jack Saunders makes THYLA's single 'Two Sense' his midnight drop

THYLA
THYLA
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Rum.gold gets a glowing endorsement from Pigeons and Planes.

Rum.gold
Rum.gold
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Some Sprouts sell out their hometown club in Regensburg, GER before making their UK debut at The Great Escape festival.

Some Sprouts
Some Sprouts
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Artists join AWAL at this stage through either the direct referral of someone we trust or our online A&R submission process. Once you're in, we offer the following support:


distribution

Reach Listeners In Over 200 Territories

We distribute to every major DSP and digital store around the world. You keep 85% of your revenue along with the freedom to leave whenever you want.

AWAL Analytics

Cross-Platform Streaming Insights

We help you flip streams into insights with skip rates, completions, playlist history, and lots more. We're proud to have built the most comprehensive streaming analytics platform in music.

A&R Upstream

A&R Discovery & Upstream

Our global A&R team monitors everything and constantly searches for opportunities to lend a hand to AWAL artists gaining traction in interesting ways.

What determines who get upstreamed?
It’s a combination of your numbers, our A&R team’s judgement, and the credibility and history of your team. We can’t upstream everyone, but we only work with artists we believe have a shot.

AWAL+

Designed for a smaller group of artists we think are on the verge. That usually means reaching milestones like this:

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Channel Tres starts touring extensively in US and Europe plus opens for Childish Gambino in Australia.

Channel Tres
Channel Tres
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Lion Babe lands a major synch on HBO's "Insecure"

Lion Babe
Lion Babe
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Hits 10 million streams of Suga within its first two months of release

Kyle Dion
Kyle Dion
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Some artists join AWAL at this stage, usually working through a manager or a lawyer, but our model is based on upstreaming artists from AWAL core. Once you're in, we'll work with you to customize a strategy that includes some combination of the following services:


Label Management

Dedicated AWAL Rep

You'll have a point person at AWAL to call your own. They'll fool-proof your releases, refine your campaign strategies, and ensure you're always up to speed on best practices across the board.

Funding

Project Funding

When we see enough momentum, we’ll contribute funding to your project. We usually take a few more percentage points and will recoup from the project’s earnings, but you control the budget and are free to make your next move after the campaign.

What determines who gets funding?
It’s a combination of your track record to date plus the judgement of the people on our team who will have to deliver for you.

Synch and DSP Support

Synch and Playlisting Promotion

Our global team will seek opportunities to place your music in key playlists, plus film & TV, ads, movie trailers, and anywhere else we think we can help you get exposure.

What determines who gets playlisting and synch support?
Synch and playlist support comes down to our team sincerely believing we can help push your songs to the right people. If we do, we will.

AWAL Recordings

For artists who are ready to leverage the power of AWAL Recordings, our global record label.

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Hits 2 billion streams and tours stadiums across Asia and North America with Ed Sheeren.

Lauv
Lauv
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Kim Petras cracks the top 40 at US pop radio with her single "Heart to Break" & kicks off her global headline tour.

Kim Petras
Kim Petras
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Little Simz plays both weekends of Coachella.

Little Simz
Little Simz
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At this stage, we'll put together a recording deal customized to you, usually including some combination of the following:


Funding Plus+

Elevated Funding

We put up money and you approve the marketing budget, keep creative control, and always own 100% of your masters. We'll take a percentage of revenue that depends on the deal, but you always keep the lion’s share.

Global Marketing Power

Worldwide Artist Marketing

We put the muscle of our worldwide marketing team behind you, from digital campaigns, to brand collaborations, social rollouts, and whatever else it takes to push your project up the charts.

A&R and Global Promotion

Creative, Synch, Playlisting, & Radio

We lean in to refine and maximize your vision and then spread it to all the places and partners that matter most, from Apple ads to Today’s Top Hits to Top 40 radio.

AWAL only joins forces with artists we think we can help. If you don’t have a direct link to our team, submit your music — we’re listening.

Here's what our A&Rs look for. Submit your music