Chicago rapper Lil Durk is refocusing on his entrepreneurial endeavors, announcing a new partnership with record company AWAL to relaunch his independent label, OTF Entertainment.
The partnership, announced Wednesday (May 8), will see OTF benefit from AWAL’s infrastructure, artist development expertise, and creative experience to identify and support talent.
Durk, as CEO of the label, will be joined by longtime collaborator Cedrick “SB” Earsery as COO. Together, they will collaborate with AWAL’s leadership team, particularly CEO Lonny Olinick and SVP/Head of Urban Music Norva Denton.
AWAL offers a unique model for independent artists. It provides the resources and reach of a major label while allowing artists to retain ownership and creative control over their music. AWAL’s roster includes Little Simz, JVKE, Laufey, deadmau5/kx5, Disclosure, Djo, Lil Peep, JPEGMAFIA, Maddie Zahm, Lauv, Young the Giant, SBTRKT, Jungle, mxmtoon, Tom Misch, and more.
It also supported the careers of Steve Lacy, Rex Orange County, FINNEAS, Nick Cave & The Bad Seeds, girl in red, Lizzy McAlpine, and Kim Petras, among others.
“Durk has long established himself as a cultural leader in the A&R space. We couldn’t be more excited to partner with him and OTF during his evolution as an executive.”
Lonny Olinick, AWAL
Commenting on the deal with Lil Durk, AWAL CEO Lonny Olinick said, “Durk has long established himself as a cultural leader in the A&R space. We couldn’t be more excited to partner with him and OTF during his evolution as an executive.”
Denton, who began his career alongside Lil Durk at Def Jam before becoming his West Coast Regional Director in 2012, said, “Providing a venture home for OTF and my brother Durk after starting our careers together in Chicago is truly a full circle moment for the ages.”
Durk added, “This move was about winning as a family, never business. I’m excited to flood the streets with music!”
“This move was about winning as a family, never business. I’m excited to flood the streets with music!”
Lil Durk
Founded in 2012 by Lil Durk and his associates, OTF has deep roots in Chicago’s music scene. The label rose to prominence following the success of Lil Durk’s breakout hit Dis Aint What You Want, now certified Platinum.
Over the years, OTF has served as a launchpad for other artists, including the late King Von. Beyond music, Lil Durk and OTF have launched the Neighborhood Heroes Foundation, which seeks to establish change in underpriviledged neighborhoods.
The relaunch of OTF comes as the label and Lil Durk face a lawsuit filed by Exceed Talent Capital in December 2023. The company accused Lil Durk, his manager, and OTF of “manifest fraud” related to a deal for the rights to his song Bedtime.
“Providing a venture home for OTF and my brother Durk after starting our careers together in Chicago is truly a full circle moment for the ages.”
Norva Denton, AWAL
According to the lawsuit, Exceed Talent Capital paid $600,000 for the track, only to discover later that Lil Durk already had an exclusive recording contract with Sony Music Entertainment’s Alamo Records. Exceed Talent Capital is seeking $12 million in damages.
Exceed and Lil Durk partnered in October 2022 to offer fans a “Trenches All-Access Pass,” a kind of NFT that gives fans exclusive access to a private Grand Theft Auto roleplay server custom-built by Lil Durk and his OTF Gaming company.
To mark the relaunch of OTF, GTA, the first single under the OTF/AWAL partnership will drop on Friday (May 10). The track, produced by DJ Bandz (Lil Durk’s personal DJ), features guest appearances from Rob 49, Skilla Baby, and Fivio Foreign.
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