Sony's AWAL Partners With Milan Label Artist First to Expand Italian Reach

AWAL, the distribution and artist services division owned by Sony Music, has formalized a partnership with Artist First, a Milan-based independent label and services company. The deal grants Artist First's roster access to worldwide distribution infrastructure while positioning AWAL to deepen its footprint in Italy's rapidly growing streaming market.

Founded in 2009, Artist First operates as a full-service operation: it runs its own record label, handles digital and physical distribution, manages artists, books concerts, and sells merchandise. Current roster members include Alex Wyse, Le Vibrazioni, Alfa, and Lamante. Under the new arrangement, these acts gain promotional support and global distribution capabilities through Sony Music's The Orchard, which already distributes several Artist First releases.

The partnership marks another strategic move in the ongoing consolidation of music industry infrastructure. Universal, Warner, and Sony have all pursued acquisitions and stake purchases recently—Big Yellow Dog Music, Fame Recordings, and Excel Entertainment among them. Artist First, however, will retain its independent status.

"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's founder and CEO, said in a statement. He expanded on the arrangement's scope: "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."

Italy's music streaming revenue climbed nearly 10% year-over-year during the first half of 2025, according to FIMI data. Homegrown talent dominated the market as well—local artists accounted for 85% of the nation's top-100 albums in 2025. Warner Records Italy and Atlantic Records Italy both launched operations in the country last October.

Lonny Olinick, AWAL's CEO, highlighted the commercial potential driving the partnership. "Since our first meeting with Claudio and his team we have felt a strong alignment of principles between our two companies," he said. "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."