Sony Music Continental Europe & Africa has signed a long-term strategic partnership with Dutch independent label Avalon Music.
The collaboration will span A&R, marketing, international marketing and strategic investment.
The partnership will combine Avalon’s regional expertise in developing talent with Sony Music’s global infrastructure and marketing network to elevate artists internationally.
“This long-term alliance underscores both companies’ commitment to creativity, cultural exchange, and sustainable global artist development,” said a statement.
Headquartered in the Netherlands and active across the Benelux, France, Turkey and Morocco, Avalon Music operates as a network of A&R hubs with teams on the ground in each market connecting Europe, North Africa, and the Middle East. The partnership will further expand Avalon’s reach across North Africa, identifying emerging talent and supporting their careers with creative and commercial strategies.
Avalon fuses influences from Asia, North Africa and Europe – blending Arabic, Moroccan and European sounds – and transcends borders and genres.
Avalon’s roster includes Dystinct, whose album Bababa World has surpassed 400 million combined streams across major platforms and whose overall catalogue has now exceeded one billion total streams. He has played sold-out tours and collaborated with J Balvin, French Montana, Gims, Faouzia, Jul and Morad.
Avalon Music artist Dopebwoy’s hit Cartier has exceeded 135 million Spotify streams. The label is also behind rising talent including Inez (Morocco), Dior (Netherlands), Emil Rosé (Turkey) and Qlas (Netherlands).
“Avalon Music has proven itself to be one of the most dynamic and culturally significant independent labels in Europe,” said Daniel Lieberberg, president Continental Europe and Africa, Sony Music. “Their ability to connect diverse audiences and create global success stories like Dystinct makes them the perfect partner for our long-term vision. Together, we will accelerate opportunities for artists and bring fresh cultural perspectives to audiences worldwide.”
“From day one, our mission has been to bring people together through music,” added Redouan Taleb, Avalon Music. “Partnering with Sony Music allows us to take that vision to a new level – with the resources and international network to support our artists in reaching even wider audiences. We are proud to embark on this journey together, rooted in creativity, family and cultural connection.”
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