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How Djo’s ‘End of Beginning’ Rode a TikTok Wave to Global Success
How Djo's "End of Beginning" rode a TikTok wave to global success without using Joe Keery's "Stranger Things" fame, as told by AWAL CEO Lonny Olinick.
To many people, Joe Keery is the actor known for playing Steve Harrington on the beloved Netflix show Stranger Things, or Gator Tillman on the most recent season of FX’s Fargo. He started by licensing his music through the company’s distribution service and, over the years, rose through its tiered offerings to release two projects via its AWAL Recordings label. Here, Olinick talks about the success of “End of Beginning,” Djo’s rise through the AWAL ranks and how the company helped support the song’s growth as it began to take off on social media.
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