Several major developments are unfolding in the Middle East music industry as AWAL, the global independent music company, has officially established its regional headquarters in Dubai. The strategic move represents AWAL’s first formal presence in the Middle East, with the company selecting Dubai for its position as a regional business hub that offers connectivity to markets throughout the MENA region.
The expansion comes with significant leadership appointments, especially Issa Outa who will head AWAL’s Middle East operations. Outa brings substantial regional music industry experience, having previously served as VP at Anghami Productions. In his new role, Outa will report to both Sony Music Middle East‘s Managing Director Rami Mohsen and AWAL’s Head of Growth Ben Akinbola, creating a dual reporting structure designed to balance global strategy with local market expertise. Outa will be responsible for defining and executing AWAL’s strategy in the Middle East region.
AWAL has wasted no time in making its presence known, announcing multi-platinum Egyptian artist Wegz as its first exclusive signing in the region. The partnership, which coincides with Wegz’s release of a 12-track album featuring both regional and international collaborations, also involves Raad Records, the label co-founded by Wegz and prominent Egyptian music executives. This strategic partnership will enable artists to diversify their revenue streams while maintaining creative control over their work.
AWAL immediately demonstrated its regional commitment by signing Egyptian superstar Wegz, coinciding with his new album release and partnership with his co-founded Raad Records.
The Dubai headquarters operates through a strategic partnership with Sony Music Middle East, allowing AWAL to leverage existing infrastructure while contributing its specialized digital services and artist-centric business model. This collaboration enables resource sharing and access to established distribution networks, creating a framework for independent artist support throughout the region. The company plans to help regional artists navigate streaming platforms with specialized distribution strategies tailored for Middle Eastern audiences.
AWAL’s business model, which allows artists to maintain ownership of their master recordings while accessing marketing, distribution, and analytics services, appears well-positioned for the growing independent music scene in the Middle East. This expansion follows AWAL’s successful moves into other emerging markets, including their acquisition of OKListen in India in 2023. This approach aligns with increasing artist demand for creative control and ownership rights across the MENA region.
The expansion represents a significant investment in the Middle Eastern music ecosystem, with AWAL clearly signaling its intention to replicate its artist empowerment model beyond Western markets while adapting to regional nuances under Outa’s guidance.
