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AWAL says ‘hundreds’ of its artists now earn $100k+ a year from streaming

Music distributor AWAL says that “hundreds” of its artists now earn more than $100k a year from streaming, and that this number (of artists) has grown by more than 40% in the last year.

The company also said that “dozens” of its artists earn more than $1m from streaming every year. This is all a step on from the announcement in March 2018 by AWAL’s parent company Kobalt that hundreds of artists were then earning more than $50k a year.

Speaking to Music Ally, AWAL’s CEO Lonny Olinick declined to say how many hundreds of artists are now breaking the $100k threshold, but said it was a “sizeable number”. He also claimed that the potential to earn these amounts while staying independent is driving business to AWAL.

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Lauv is latest artist to launch a Landmrk-powered treasure hunt

Music Ally has been covering location-based marketing startup Landmrk for several years now, including its campaigns for artists including CNCO, Ariana Grande and Louis Tomlinson.

The startup’s latest client is AWAL act Lauv, to promote the release of new album ‘How I’m Feeling’. The angle is that Lauv has hidden clips of the album’s tracks across the world, pinning them to specific locations using Landmrk’s platform.

“Unlock new songs by logging in from your current location. Share what you unlock using #howimfeeling,” encourages the official website, which fans must open on their phones to take part in the digital treasure hunt.

Posted inSandbox

Sandbox issue 231: Conversions. Tracking Cause and Effect in fan marketing

Lead: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” is a quote commonly attributed to Philadelphian retailer John Wanamaker in the 1800s and it has haunted the advertising and marketing worlds ever since. Spending money and hoping for a consumer reaction previously involved stacking up a […]

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Sandbox Issue 208: Making Micro Waves

Lead: In an age of constant digital distractions, sometimes it is better to play the short game. We trace the rise of the micro ad and how it is being tailored to stand out when users are rapidly hopping and grazing across a variety of platforms. Can the “three-second rule” help advertising and marketing make its impact felt in a time of constant distractions? We look […]

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Kobalt promises $150m investment for AWAL recordings business

Kobalt is making AWAL the brand for its entire recordings division, while promising to invest $150m and hire 100 more staff to build up that side of the business.

Kobalt acquired digital distributor AWAL in 2012, as it prepared to launch its own label-services division.

Since then, AWAL has been the entry level for Kobalt’s recordings business, while more established artists operated through its Kobalt Music Recordings arm (previously known as Kobalt Label Services.)

The strategy in recent years has been to identify talented artists showing momentum through AWAL, and migrate them upwards to the label-services part of the business: Lauv being one of the examples Kobalt has shouted about in recent times.

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AWAL app helps artists track Spotify and Apple Music data

Kobalt’s in-house digital distributor AWAL is launching an analytics app for independent musicians, helping them to track their data – and earnings – from Spotify and Apple Music.

The app launches today, and is a free download for Android and iOS devices, although it’ll only work for AWAL members – of which there are now more than 20,000 globally.

The app is AWAL’s equivalent to Kobalt’s existing analytics app for songwriters and publishers, which launched in March 2016.

Posted inData, News

AWAL digs into 2016 streaming data for end-of-year review

Kobalt subsidiary AWAL has published a Year in Review microsite that draws out music trends from 2016 based on data harvested from streaming services like Spotify and Apple Music.

The site presents the top tracks of 2016 from the digital distributor’s roster of independent artists, based on their streams. It’s good news for Vérité’s ‘Somebody Else’, which tops the chart with more than 50m streams last year. The American musician was also AWAL’s most popular artist of 2016 by streams.

Her track is joined in the top five by Frenship’s ‘Capsize (40m streams); Neiked’s ‘Sexual’ (26m); Calum Scott’s ‘Dancing On My Own’ and 3LAU’s ‘Is It Love’. AWAL has created playlists of the top 50 for Spotify and Apple Music.