Alternative Distribution Alliance (ADA) Partners With Avicii Manager Ash Pournouri's PRMD Music, Headed By Victor Lee
Alternative Distribution Alliance (ADA), the independent music distribution arm of Warner Music Group, today announced a partnership with newly launched, independent EDM label, PRMD Music. Based in Stockholm, Sweden, PRMD was founded this year by Avicii manager and At Night Management founder, Ash Pournouri. The label already counts CAZZETTE and MORTEN among its roster of artists, and will distribute all upcoming releases on Avicii's imprint LE7ELS. ADA will contribute its digital & physical distribution, and marketing services to releases from the label’s roster of artists.
“As an artist manager, Ash has already accomplished so much, and we’re thrilled about his new venture, PRMD,” said Kenny Weagly, SVP, A&R and Label Services, ADA. “Between Ash’s credentials and his roster’s incredible talent, this young label is well-poised for great success, and ADA is very happy to be providing early support to help PRMD and its artists achieve their goals.”
“ADA is the perfect partner to help PRMD make a big splash right out of the gate,” said Pournouri. “Our artists expect the highest level of service and we’re confident that this deal will reinforce our ability to do that.”
Pournouri was recently named one of “Dance Music's Most Influential Executives” by Billboard Magazine. PRMD’s Swedish headquarters is home to four recording studios, and the label also recently opened a New York office, at which COO Victor Lee (formerly General Manager of Tommy Boy) heads up the label’s North American operations.
MORTEN’s debut album Drop! went Platinum in Denmark. He has performed at many top festivals, including Sensation, Ushuaia Ibiza, Amnesia Ibiza, and Tomorrowland, and has also headlined clubs like XS Vegas, LIV Miami and Pacha New York in the US.
In June of 2012, ADA expanded its services to the independent music community by officially joining forces with Independent Label Group (ILG), adding the company’s resources and expertise in radio promotion, publicity and marketing to ADA’s current offering. Since that time, ADA has signed a range of new deals, including ones with hip-hop duo Macklemore & Ryan Lewis as well as labels such as Partisan Records, The End Records, Innovative Leisure, New West, and Sumerian Records.
Alternative Distribution Alliance was created in 1993 to focus on the independent music business, where some of the biggest music acts have built their initial followings. Today, Alternative Distribution Alliance is recognized as the leading distributor of independent record labels, handling labels such as Sub Pop, Matador, Epitaph, Domino, Comedy Central, Merge, Secretly Canadian, Rise, Nettwerk, Beggars Music Group, Side One/Dummy, New West, Sumerian, Dualtone and Surfdog.