Glassnote signs global alliance with Kobalt’s AWAL, leaves behind major label system

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Big news: Glassnote, one of the most successful independent music companies in the world, is now in a global partnership with Kobalt’s AWAL.

The agreement sees the recorded music operation of Glassnote, which was founded by Daniel Glass in 2007, exit its prior worldwide distribution agreement with Universal Music Group.

Glassnote’s roster includes the likes of Mumford & Sons, Phoenix, CHVRCHES, Childish Gambino, The Strumbellas and Jade Bird.

Glassnote will now work in tandem with AWAL globally across marketing, radio promotion, and digital and physical distribution – and will also benefit from its new partner’s data analytics platform.

“It is truly a landmark day in the music industry and for the future of Glassnote as this progressive alliance and relationship with Kobalt becomes a reality,” said Glassnote President & Founder Daniel Glass.

“For our artists, it’s the same team and family they have always been a part of, with exciting new additions from a company on the cutting edge of music’s future.”

“It is truly a landmark day in the music industry and for the future of Glassnote.”
Daniel Glass, Glassnote (pictured)

“We’re writing an important new chapter in the history of the music industry – proving together that it’s possible to break global superstars outside the old system,” said Willard Ahdritz, Founder and CEO of Kobalt Music.

“When Lonny, Laurent and I looked at the current landscape of relevant independent labels, Glassnote stood out as an ideal partner, as we both put talent at the center of our business. I’m looking forward to working with Daniel, a real music man, and the Glassnote team.”
Willard Ahdritz, Kobalt

Glassnote, with a Grammy-winning artist roster, has been hailed as the “Best Indie Label” by Rolling Stone, “Label of the Year” at the A2IM Libera Awards and the “#1 Independent Label” by Billboard.

It appears likely that the campaign for Mumford & Sons’ new album Delta, which was released today (November 16) will remain in the UMG system for now.

AWAL CEO Lonny Olinick added, “After a highly successful year with four top 10 UK records, landing three artists on the U.S. top 50 radio chart, and pushing Lauv over a 1.5 billion streams globally, we couldn’t be more excited to build on that success with Glassnote.

“This partnership is a testament to our achievements and Glassnote recognizes our global approach and operational ability. With our commitment to breaking and growing artist careers, there’s no limit to what we can achieve together in the future.”
Lonny Olinick, AWAL

Kobalt Music President and Chief Revenue Officer, Laurent Hubert noted, “Daniel has created one of the greatest independent labels in the world.

“This strategic partnership pairs two artist-first companies that will open a door for a whole new wave of global artists.”

MBW published an exclusive and in-depth look at AWAL – and its unique approach to A&R – back in July.

A month earlier, AWAL made a disruptive move in the States, buying well-respected radio promotions specialist In2une, which had previously worked with the likes of Major Lazer, Chance The Rapper and Lindsey Stirling.