Sony Music’s AWAL Launches in Middle East, Signs Egyptian Star Wegz

Sony Music’s AWAL is heading to the Middle East.

On Thursday (Sept. 25), the full-service recorded music company announced the launch of AWAL Middle East along with its first signings: Egyptian artist Wegz and his Raad Records.

The new division will be headquartered in Dubai in partnership with Sony Music Middle East, with leadership by Sony Music Middle East A&R director Issa Outa, whose previous roles include managing partner and vp of business development at Chabka, vp of music at Anghami Productions, and GM of Vibe Records. Outa will continue reporting to Rami Mohsen, MD of Sony Music Middle East, with a second reporting line to Ben Akinbola, AWAL’s head of growth, “to define and execute” AWAL’s Middle East strategy.

Wegz recently eleased a new album, Aqareb, that features artists including French singer Tayc and Egyptian rapper Ziad Zaza. Wegz co-founded Raad Records with CEO Asem Tag and MG Malik Tag. In a press release, the label is described as being “committed to exploring the diversity of Arabic music on a global stage.”

“We couldn’t be more excited to break ground in the Middle East in partnership with Rami, Issa, and the Sony Music team,” said Akinbola in a statement. “Middle Eastern culture is undeniably diverse and rich, brimming with a generation of powerful storytellers that have fueled sustained growth in the MENA music market. Together with Sony Music, AWAL is establishing a home for independent artists that is built on trust, transparency, and full alignment as partners. Kicking off our venture with Wegz and Raad Records, a visionary artist and uncompromising team, is a powerful statement of what’s to come.”

Added Wegz, “I found an outlet where I can be creative beyond my own music, by working with a new wave of younger artists eager to find their identity and footing in an industry that can be unwelcoming and even hostile at times. We are excited to launch this chapter with the support of AWAL, who share much of our vision and values and have made bringing this to life an exciting and smooth process.”