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Simon Fuller’s Global Pop Group Now United Signs Worldwide Deal With AWAL

AWAL, music publisher Kobalt's recording company, has signed an exclusive worldwide deal with Simon Fuller's global pop group Now United, it was announced Tuesday (September 24). The deal will…

AWAL, music publisher Kobalt’s recording company, has signed an exclusive worldwide deal with Simon Fuller’s global pop group Now United, it was announced Tuesday (Sept. 24). The deal will provide the group with a range of services, including global distribution, marketing strategy and playlist pitching.

“It’s an honor to be working with Simon on Now United and a testament to our capabilities in supporting visionary industry leaders,” said AWAL CEO Lonny Olinick in a statement. “Now United has built an incredible foundation as a video-first project and is the realization of Simon’s unique vision for a truly global pop and dance group. We look forward to the international launch of Now United and taking this project to the next level.”


Launched in 2018 by Spice Girls manager and American Idol creator Fuller following a global talent search on social media platforms, Now United is composed of 14 singers and dancers from 14 different countries: Japan, Korea, Philippines, Russia, UK, Senegal, Germany, Canada, Brazil, USA, Mexico, China, India and Finland.

“I am delighted to be working with Lonny and everyone at AWAL,” added Fuller. “With Now United I am exploring a whole new approach to launching a music act and am loving the freedom to experiment.  After a year of development and almost a billion views of our video content, I believe the time is right for us to begin streaming our music to the world. AWAL are at the cutting edge of delivering digital content and have been perfect partners. Together, we will look to innovate at every opportunity and explore new ideas that compliment Now United’s very Global approach to building a highly engaged audience.”


With the AWAL deal, Now United’s music is streaming on all major platforms for the first time. Having previously taken a video-first approach, the band has already racked up nearly 150 million views over 11 music videos on YouTube over the past two years. The group is slated to release a new single, “Legends,” on Friday.