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Alaina Castillo & Chosen People Ink Global Deal With AWAL: Exclusive

Alaina Castillo
Chris Shelley

Alaina Castillo

Kobalt's label services division, AWAL, announced a global deal with emerging artist Alaina Castillo via Chosen People on Monday (May 11), Billboard can exclusively reveal.

The AWAL Recordings deal offers the 19-year-old Mexican-American songstress and Chosen People a full range of services, including global marketing, promotion, campaign management, synchronization, and global distribution, to name a few. The label collaboration is poised to launch Castillo as the next global crossover star.

"Since the beginning, everyone we’ve shared Alaina’s music with has been taken aback - Alaina’s talent is undeniable," Lonny Olinick, AWAL CEO, said in an official statement. "Almost everyone in the industry is buzzing about her and that’s a testament to not only Castillo’s music but through RØMANS and Marc’s guidance. They are doing a great job setting her up for future success and we look forward to helping her reach new heights."

Castillo is a bilingual singer-songwriter who showcases her voice in R&B-meets-pop ballads. The Texas-born, Los Angeles-based artist made her debut in 2019 with her single "i don't think i love you anymore," included in her bilingual EP Antisocial Butterfly.

In early April, she nabbed the cover of Spotify’s coveted ¡Viva Latino! Playlist and at the end of the month, she released her most recent EP the voicenotes, bringing to the forefront her contemporary sound and emotive lyrics. Castillo was recently named one of Billboard’s 17 Latina Artists to Discover during Quarantine.

"RØMANS and I believe Alaina has all the ingredients of a once in a generation artist - we’re incredibly proud of her and the fact that we have been releasing her music right from the start via our label Chosen People," Marc Fineman of Chosen People, said.

He added: "We believe that the Chosen People deal model, combining long term planning, investment, and creative freedom is the best way to break artists. We knew we would have to work more intimately with a company to take things to the next level. It was an absolute no brainer to us that AWAL was the right company to provide the key infrastructure to help break Alaina internationally."

"The whole AWAL team has been incredible - we’ve never experienced anything like the commitment and passion they're bringing to the table and we know moving forward that is only set to get bigger and better whilst allowing us to keep our independence, ownership, and creative freedom," said Fineman. "Alaina couldn’t be happier with the decision and neither could we."

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