How It Works
No size fits all. AWAL is designed to build long-term music careers, with different deals at different stages:
Artists with a trajectory, building fans and their story in interesting ways
A smaller group of artists we think are on the verge
Our global record label, built to break artists on their own terms
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.
For artists with a trajectory, turning heads by reaching milestones like these:
Hits over 40 Million Streams across platforms.
Garners playlist adds on Spotify's Chill Vibes, Your Office Stereo, Alternative R&B, and more.
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:
distributionReach Listeners In Over 200 Territories
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 ANALYTICSCross-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 UPSTREAMA&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.
Designed for a smaller group of artists we think are on the verge. That usually means reaching milestones like these:
Reaches 1M subscribers on YouTube.
No Panic No Pain' receives 3 first plays on BBC Radio 1 with “Unveiled” premiering as Annie Mac's Hottest Record in the World.
Lands high-profile synch placements in global Apple ad and FIFA 21.
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 ManagementDedicated 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.
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.
Synch and DSP SupportSynch 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.
For artists who are ready to leverage the power of AWAL Recordings, our global record label, we work with them to achieve milestones like these:
Album ‘Loving in Stereo' lands in the Top 20 Chart in 8 countries.
Single "Can I Call You Tonight" goes #2 at Alternative Radio & earns RIAA platinum certification.
Earns ‘Best New Artist’ BRIT Award, Mercury Prize nomination, NME Award, BET Award and Ivor Novello for Album of the Year.
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 PowerWorldwide Artist Marketing
We put the muscle of our worldwide marketing team behind you, from digital campaigns to brand collaborations, visual production and whatever else it takes to push your project up the charts.
A&R and Global PromotionCreative, 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.