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AWAL’s Lonny Olinick on Being Music’s Jack of All Trades: ‘We Can Do All of the Things’
The CEO of Sony Music’s artist services unit talks working with The Orchard, bespoke deals and what they look for in an artist: “We’re very opinionated about music.”
Two decades ago, a 20-something jazz musician named Norah Jones became a breakout star for Blue Note Records, a traditional route to stardom when people still bought CDs and social media didn’t exist. AWAL’s services-focused approach is becoming the norm as major labels increasingly provide distribution, marketing, promotion, accounting and even financing without needing to own the rights to artists’ recordings as part of standard deals. Some artists have gone from majors or big indies to AWAL, including Nick Cave, Cold War Kids and Jungle.
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