Sony Music Continental Europe and Africa has entered into a long-term strategic partnership with Avalon Music, an independent label based in the Netherlands.
According to a press release, the deal will span “A&R, Marketing, International Marketing, and Strategic Investment, aligning both companies around shared growth and artist development goals”.
The release added that the partnership will combine “Avalon’s regional expertise in discovering and nurturing new talent with Sony Music’s global infrastructure and marketing network to elevate artists internationally”.
MBW understands that Sony Music has made a strategic investment into Avalon.
Headquartered in the Netherlands, Avalon operates as a network of A&R hubs across the Benelux region, France, Turkey, and Morocco, serving as a creative bridge between Europe, North Africa, and the Middle East.
“We are proud to embark on this journey together, rooted in creativity, family, and cultural connection.”
Redouan Taleb, Avalon Music
The partnership aims to expand Avalon’s reach across North Africa and further develop local artists with tailored creative and commercial strategies.
“Avalon Music has proven itself to be one of the most dynamic and culturally significant independent labels in Europe,” said Daniel Lieberberg, President Continental Europe and Africa, Sony Music.
“Their ability to connect diverse audiences and create global success stories like DYSTINCT makes them the perfect partner for our long-term vision. Together, we will accelerate opportunities for artists and bring fresh cultural perspectives to audiences worldwide.”
Redouan Taleb, co-founder of Avalon Music, added: “From day one, our mission has been to bring people together through music.
“Partnering with Sony Music allows us to take that vision to a new level — with the resources and international network to support our artists in reaching even wider audiences.
“We are proud to embark on this journey together, rooted in creativity, family, and cultural connection.”
“Avalon Music has proven itself to be one of the most dynamic and culturally significant independent labels in Europe.”
Daniel Lieberberg, Sony Music
Avalon’s roster includes DYSTINCT, whose album BABABA WORLD has surpassed 400 million combined streams across major platforms and whose overall catalog has now exceeded 1 billion total streams.
The artist’s collaborations with J Balvin, French Montana, GIMS, Faouzia, Jul, and Morad have helped cement his global profile. DYSTINCT was recently named Artist of the Year at the inaugural Billboard Arabia Music Awards (2024).
Other Avalon signings include Dopebwoy, whose track Cartier has over 135 million Spotify streams, alongside rising talents Inez (Morocco), Dior (Netherlands), Emil Rosé (Turkey), and Qlas (Netherlands).
Founded in 2014 by brothers Jaouad (Jayh) and Redouan Taleb, later joined by Anouar Ait Taleb, Avalon Music evolved from Jayh’s own artist journey into a label rooted in family values and cultural connection.Music Business Worldwide
