AWAL has expanded into the Middle East, establishing a Dubai headquarters via a partnership with Sony Music Middle East.
Sony Music Middle East A&R Director Issa Outa will oversee AWAL’s regional operations, building on his experience with independent artists across the territory.
Outa previously held senior positions at Chabka as Managing Partner and VP Business Development, launched Anghami Productions as VP Music, and served as GM of Vibe Records.
The new structure creates dual reporting lines for Outa, who will continue reporting to Sony Music Middle East Managing Director Rami Mohsen while also working with Ben Akinbola, AWAL’s Head of Growth, to support AWAL’s Middle Eastern strategy.
AWAL’s inaugural exclusive signing in the region is multi-platinum Egyptian artist Wegz and Raad Records, the label he co-founded with CEO Asem Tag and Managing Director Malik Tag, according to a press release on Thursday (September 25) .
“We are excited to launch this chapter with the support of AWAL, who share much of our vision and values and have made bringing this to life an exciting and smooth process.”
Wegz, Artist
Wegz released a 12-track album last week that features collaborations with French singer Tayc and Egyptian rapper Ziad Zaza.
Commenting on the signing, Wegz said: “I found an outlet where I can be creative beyond my own music, by working with a new wave of younger artists eager to find their identity and footing in an industry that can be unwelcoming and even hostile at times.”
“We are excited to launch this chapter with the support of AWAL, who share much of our vision and values and have made bringing this to life an exciting and smooth process.”
“Middle Eastern culture is undeniably diverse and rich, brimming with a generation of powerful storytellers that have fueled sustained growth in the MENA music market.”
Ben Akinbola, AWAL
Ben Akinbola, AWAL’s Head of Growth, added: “We couldn’t be more excited to break ground in the Middle East in partnership with Rami, Issa, and the Sony Music team. Middle Eastern culture is undeniably diverse and rich, brimming with a generation of powerful storytellers that have fueled sustained growth in the MENA music market.
“Together with Sony Music, AWAL is establishing a home for independent artists that is built on trust, transparency, and full alignment as partners. Kicking off our venture with Wegz and Raad Records, a visionary artist and uncompromising team, is a powerful statement of what’s to come.”
AWAL operates local offices globally and has worked with artists like Laufey, Djo, Lauv and more. It has also helped develop the careers of Rex Orange County, FINNEAS, Nick Cave & The Bad Seeds, Kim Petras and more.
The launch represents AWAL’s continued global expansion.
The Middle East launch comes two years after AWAL expanded into India with the acquisition of OKListen, a Mumbai-headquartered digital music platform for indie labels and musicians, and four years after Sony Music completed its acquisition of AWAL.
In 2024, AWAL expanded to West Africa, hiring Nigerian music exec Excel Joab to lead A&R and artist development efforts.
AWAL’s Middle East launch comes amid the booming music market in the region.
In 2024, recorded music revenues in the Middle East and North Africa region jumped 22.8% from a year earlier, making it the fastest-growing region globally, according to data from the IFPI. Streaming in the MENA region accounted for 99.5% of total revenues.
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