Trapital Why Artist Development Matters More Than Ever
Jun 12, 2025
Lonny Olinick, CEO of AWAL and a visionary in the music distribution landscape, discusses why artist development is more crucial than ever. He elaborates on how AWAL blends traditional label services with a focus on artist ownership, providing creative freedom and global reach. The conversation dives into Sony Music's acquisition of AWAL, revealing how it enhances career opportunities for artists without compromising their authenticity. Lonny also shares insights on navigating artist agreements, emphasizing support and patience in cultivating talent.
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AWAL's Unique Business Model
- AWAL combines record label DNA with a distribution model to offer artists creative freedom and economic benefits.
- This hybrid model blends artist ownership with hands-on support to help build long-term career value.
Patience in Artist Development
- Prioritize patience and persistent artist development to build careers over time, not viral moments.
- Support artists creatively and globally while ensuring they maintain ownership to maximize long-term value.
Focused Artist Development Strategy
- True artist development demands a clear, focused approach committed to supporting artists at their own pace.
- Enduring success arises from artists fully owning their stories and careers through perseverance and authenticity.