Lagos, Nigeria | NOW THEN DIGITAL — Sony Music-backed distro AWAL is making moves in West Africa, expanding after venturing into India and South Asia last year. Nigerian music exec Excel Joab takes the lead in A&R and artist development, joining a scene already buzzing with companies like EMPIRE and ONErpm.
AWAL, founded by Lonny Olinick, takes a fresh and artist-friendly approach to the music biz. With offices worldwide, it aims to shake up the traditional recording industry. The goal? Empower artists with global label resources while letting them keep ownership and control over their music.
What do they offer? Everything from global marketing, creative support, and synchronization to brand partnerships, radio promotion, distribution, and real-time music analytics.
Excel Joab, a creative consultant and podcaster with experience at Boomplay Nigeria, is all in on AWAL’s quest to discover and nurture talent. Excited about joining AWAL, he says, “I am thrilled to join the talented team at AWAL and contribute to the continued success of this innovative company.”
Ben Akinbola, AWAL’s head of growth, is thrilled about Excel leading the charge in Africa. AWAL’s mission is clear: partner with independent artists to shape culture. With Excel’s experience and entrepreneurial mindset, he’s the right person for the job.
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So far, 21 AWAL artists have soared past 1 billion streams globally. The roster includes rising stars and big names like Little Simz, JVKE, Tom Misch, deadmau5/Kx5, Disclosure, JPEGMAFIA, Nick Cave and the Bad Seeds, Young the Giant, Sbtrkt, Jungle, and Lizzy McAlpine.
In the latest move, former managing director Paul Hitchman was promoted to global COO, reinforcing AWAL’s commitment to empower independent artists throughout their careers. The beat goes on for AWAL and its mission in the music world.
