As if right on cue to yesterday’s post questioning how distribution companies will be able to provide significant marketing resources to their artists, AWAL has decided to purchase in2une.
The Major Lazer “Lean On” campaign was the most successful pop radio campaign by an independent artist – Dale and his team at in2une converted the strategy TMWRK and M Theory had put in place for years into radio success.
Since then, they’ve been the go to independent source for radio promotion, which is how they found themselves working on Lauv.
Following the immense story created by Spotify, in2une created another hit at radio. In it’s 33rd week on the Pop Songs Airplay chart, “I Like Me Better” is currently at #13 as Lauv simultaneously goes #1 on Billboard’s Emerging Artist chart on the back of his album release last week.
According to the MusicBusinessWorldwide article, AWAL isn’t planning to keep in2une all to itself, but instead the company “will maintain its autonomy to serve both existing and prospective clients in the marketplace, regardless of whether they use AWAL’s other services.”
Regardless, this acquisition is a leg up for AWAL in their continued efforts to disrupt the recorded music business as they did the publishing world.
Congrats to Dale, Dave, and the rest of the team at in2une on the acquisition!