There isn’t one standard approach to how they work with their artists. How Does AWAL Work?ĪWAL is all about supporting the right of artists in the right ways. All to turn it into the go-to platform for aspiring artists wanting to get their career off the ground, and get their music played on major distributors. A lot of money has also been pumped into AWAL distribution. Through handling the distribution of their music, music promotion and marketing and sync licensing.įrom then onwards, AWAL operated primarily as a recording company as it replaced Kobalt’s music distribution services. They have set out to transform the lives of many artists ever since. How AWAL Music StartedĪWAL Music was founded in London in 1997. Never heard of it? We’ve written a short review on everything you need to know about AWAL who is it for, how it works, and if signing up to this platform is worth it. So far it has helped artists such as Lauv, Little Simz, Finneas, and many more reach stardom.ĪWAL music does this all whilst not impeding on their artists’ creative freedom or music rights. Their main effort is to replace the role of the traditional recording label.
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This free music distribution platform is all about helping aspiring artists. Many of the apps and websites out there are free! That’s one of the best things about AWAL Music. Nowadays, it’s quite easy for artists to make a comfortable living from their music without even being signed. Musicians no longer have to rely on being scouted by a major music label. Where Badu cultivated a voice that’s distinctly her own, Hervey is content to simply borrow somebody else’s.The internet has changed the way we listen to and play music. It’s a constant reminder of just how safe Lion Babe play it, as well as the shortcuts they take. It’s as if Hervey prepped for each session by listening to " Bag Lady" on loop, and that resemblance can work against her. There’s no mistaking the similarities: the jazzy flutter, the way her voice glides under words then curls around them to pull them closer. Why take R&B to strange new places, Lion Babe seem to be saying, when it’s already in a good place to begin with? That conservatism might be a little easier to appreciate, though, if Hervey’s voice wasn’t a near dead-ringer for one of R&B’s great risk takers, Erykah Badu. In some ways it’s refreshing to see that, after a half-decade of aggressive experimentation, sometimes seemingly for the sake of experimentation, alternative R&B is returning to the basics. Lion Babe are open to any style that might lend itself to a personable, three-minute song, and that flexibility generally works for them.
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Opener "Whole" doubles down on the funk, with a jabbing groove that feels like a 2016 update of Nikka Costa’s forgotten hit " Like a Feather." There’s no rigid vision tying together this grab bag. "Jump Hi"'s kinetic funk loop makes up for a lazy Childish Gambino guest verse, pasted onto the track like a placeholder for a better substitute the label never delivered. "Wonder Woman," an anti-cat calling song produced by Pharrell (his atonement, perhaps, for " Blurred Lines"?), doesn’t ping the brain’s pleasure centers like his top-shelf work, but it’s pleasantly slinky, a nice throwback to the snappy R&B tracks the Neptunes used to pump out in the mid-'00s. So far they don’t have those hits, of course, but they’ve come up with enough passable facsimiles to fill a pretty likeable album. There are no experimental digressions that might alienate the dance floor, no nods to the salad days of Brainfeeder or Ice Cream Records simply for the sake of bolstering the duo’s music-nerd cred. And while they update these styles with the airy, wide-open production aesthetic of modern alternative R&B, their songs are rooted squarely in pop. On their debut album Begin, singer Jillian Hervey (the daughter of actress Vanessa Williams) and producer Lucas Goodman (who records under the deceptively Def Jux-y sounding nom de plume Astro Raw) shuffle between disco, house, and neo-soul.