AWAL, Kobalt’s recording company, has announced it has acquired radio promotion and music marketing firm, in2une Music. The acquisition of in2une Music will upgrade AWAL’s global marketing and promotion capabilities for its roster of independent artists. At the same time, in2une Music will maintain its autonomy to serve both existing and prospective clients in the marketplace, regardless of whether they use AWAL’s other services.
“Dale and his team have done an amazing job over the past ten years – their client success speaks for itself,” said Kobalt Founder and CEO, Willard Ahdritz. “AWAL is committed to providing the best services for our artists and this was a natural next step to bolster AWAL’s global marketing and promotion capabilities. In2une was the perfect addition.”
In2une Music will continue to operate independently and provide services to AWAL along with their existing client base. In addition, AWAL will provide resources to in2une Music to build a more robust worldwide team to support global curation, social/digital strategy and campus/lifestyle marketing.
“Investing in services for independent-minded artists, managers and labels has been the number one focus for us,” said CEO of AWAL, Lonny Olinick. “With in2une’s unparalleled track record in radio promotion, we took an important step forward in cementing AWAL as a comprehensive alternative to the label system. The in2une team will be stronger than ever to serve existing and future clients. And AWAL artists will now have all the key services at their disposal to reach new fans around the globe, across different platforms, while owning their music and career.”
“Having worked with Kobalt and AWAL for over four years, this is a natural evolution,” said in2une CEO, Dale Connone. “We share the same vision for independent artists and the services business along with integrity and transparency. We look forward to contributing to the growth of in2une and AWAL as we continue to build the future model of our industry. I want to thank Willard Ahdritz, Lonny Olinick and Ron Cerrito for sharing their belief and passion in crafting this unique deal.”
Terms of the deal were not disclosed.