Italy-based music distributor, record label, and services company Artist First has partnered with Sony Music Entertainment-owned artist development company AWAL.
Under the strategic partnership announced Thursday (February 19), Artist First will offer local marketing and promotional services to AWAL artists looking to break into the Italian market. Artist First will remain independent under the arrangement.
Artist First, founded in Milan in 2009 by its CEO, Claudio Ferrante, provides services including digital and physical distribution, artist management, merchandising, and live events through its concert arm, A1 Concerti.
The company has worked with Italian acts including Salmo, Gemitaiz, Gazzelle, Fulminacci, and Alfa, accumulating more than 50 No.1 chart entries and over 275 Gold, 140 Platinum and multiple Diamond certifications.
For Artist First, the partnership expands its international reach, according to Ferrante. “This new strategic partnership with AWAL will add global reach to our distribution and services capabilities, allowing the Italian artists we represent to engage with new markets and audiences around the world.”
“This new strategic partnership with AWAL will add global reach to our distribution and services capabilities, allowing the Italian artists we represent to engage with new markets and audiences around the world.”
Claudio Ferrante, Artist First
“At the same time, this alliance will enable us to develop new synergies with AWAL’s roster, leveraging A1’s fully integrated and holistic structure to create opportunities that go beyond distribution.”
“With Artist First remaining fully independent and focused on providing artists with an environment in which to enjoy creative freedom, we will continue to live up to our name and always put the artist first. The AWAL team are also keen to tap into our proven expertise in Italy to create opportunities for their fantastic roster in this fast-growing market, and we are really excited about the possibilities that this new partnership holds.”
Lonny Olinick, CEO of AWAL, added: “Since our first meeting with Claudio and his team we have felt a strong alignment of principles between our two companies. We share the dedication to developing and empowering artists, and in combination we will be a powerful force for the Italian music industry.”
“The Italian market is one of the most exciting in the world, with strong digital growth and a thriving local artist community, so now is the perfect time to innovate and bring new solutions to the market.”
“The Italian market is one of the most exciting in the world, with strong digital growth and a thriving local artist community, so now is the perfect time to innovate and bring new solutions to the market.”
Lonny Olinick, AWAL
According to data from Italian music body Federazione Industria Musicale Italiana (FIMI) in August 2025, the Italian music market grew by 9.7% YoY in the first half of 2025 to EUR €208 million (approx. USD $245 million).
Digital streaming grew 9.9% YoY in H1 2025, with Premium streaming jumping 12.7% YoY to €113 million ($133m).
The Artist First partnership represents AWAL’s continued global expansion.
In September, the company partnered with its affiliate, Sony Music Middle East, allowing it to expand into the Middle East and establish a Dubai headquarters.
In 2023, AWAL expanded into India with the acquisition of OKListen, a Mumbai-headquartered digital music platform for indie labels and musicians. Sony Music completed its acquisition of AWAL in 2021.
In 2024, AWAL expanded to West Africa, hiring Nigerian music exec Excel Joab to lead A&R and artist development efforts.
AWAL’s roster of artists includes Laufey, Little Simz, Jungle, Djo, Lil Peep, Gerry Cinnamon, CMAT, JPEGMAFIA, Tom Misch and more.
Music Business Worldwide
