Sony Music Continental Europe and Africa and Avalon Music Announce Long-Term Strategic Partnership

Sony Music Continental Europe and Africa today announced a long-term strategic partnership with Avalon Music, one of the Netherlands’ leading independent music labels. The collaboration will span A&R, Marketing, International Marketing, and Strategic Investment, aligning both companies around shared growth and artist development goals. 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.

Headquartered in the Netherlands and active across the Benelux, France, Turkey, and Morocco, Avalon Music operates as a network of A&R hubs with teams on the ground in each market—serving as creative and cultural connectors between Europe, North Africa, and the Middle East. The partnership will further expand Avalon’s reach across North Africa, identifying emerging talent and supporting their careers with tailored creative and commercial strategies.

Avalon’s uniqueness lies in its fusion of influences from Asia, North Africa, and Europe—blending Arabic, Moroccan, and European sounds into a distinct and globally resonant identity. This approach has helped its artists transcend borders and genres, building meaningful connections across cultures.

“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.”

“From day one, our mission has been to bring people together through music,” added Redouan Taleb, Avalon 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’s roster includes DYSTINCT, whose album 'BABABA WORLD' has surpassed 400 million combined streams across major platforms and whose overall catalogue has now exceeded 1 billion total streams. His sold-out tours and collaborations with J Balvin, French Montana, GIMS, Faouzia, Jul, and Morad have cemented his international profile; he was recently named Artist of the Year at the inaugural Billboard Arabia Music Awards (2024). Other success stories from Avalon Music include Dopebwoy, whose hit 'Cartier' has exceeded 135 million Spotify streams, as well as rising talents Inez (Morocco), Dior (Netherlands), Emil Rosé (Turkey), and Qlas (Netherlands), whose debut album entered the Dutch Albums Chart at #9.

Founded in 2014 by brothers Jaouad (Jayh) and Redouan, later joined by Anouar Ait Taleb, Avalon Music grew from Jayh’s own artist journey into a label defined by family values, cultural connection, and global ambition. What began as a personal vision has evolved into an international success story—anchored in trust, creativity, and a shared belief in music’s power to unite.

This long-term alliance underscores both companies’ commitment to creativity, cultural exchange, and sustainable global artist development.