Music Week can exclusively reveal that AWAL has today (September 6) announced a worldwide partnership deal with rising hip-hop artist Little Simz and her label AGE 101. AWAL – which recently saw $150 million (£108m) investment from Kobalt – had previously distributed Little Simz’s album A Curious Tale Of Trials + Persons in 2015.
As part of the AWAL and AGE 101 partnership, Little Simz – whose real name is Simbi Ajikawo – will receive a full range of services, including global marketing, campaign coordination, synch licensing, global physical and digital distribution as well as label support for blooming talent on her own independent label.
Speaking about the deal, Paul Hitchman, president of AWAL, said: “Simbi is a truly independent artist in every sense, with a strong creative and business vision. Having worked so successfully with Simbi and her management team on the first Little Simz record, the whole AWAL team is very excited to be back working together on her new record. Creatively this record is a big step forward, which opens up huge opportunity globally for such an innovative and influential artist, and we look forward to another successful partnership.”
Little Simz added: “The AWAL team truly understands my creative vision and where I want to take my music. I couldn’t be more excited to have their support as I continue to grow and expand my career as an independent artist on a global scale.”
Simz is the latest artist to take part in Kobalt’s recorded music revolution, alongside recent signings You Me At Six and The Kooks. In June, AWAL confirmed the hiring of Michael Pukownik as senior vice president, head of artist marketing, North America.