Sony-owned AWAL has announced its U.K. executive leadership team, with Matt Riley as MD. Victoria Needs and Sam Potts have been promoted to senior vice president.

“AWAL’s mission is to be the world’s best artist-development company, and by creating a new leadership team for the U.K. that spans A&R, marketing and promotion, we have all the skills and focus to deliver on that aim for U.K. artists,” said AWAL President Paul Hitchman. "Matt, Victoria and Sam have all proven themselves as market leaders in their respective fields and have highly complementary skills. The combination will be an unstoppable force as we look to take the AWAL business to the next level in the U.K.”

In his new role, Riley will expand his current oversight as head of A&R, working closely with Hitchman and CEO Lonny Olinick to sign new artists and develop the global roster. Based in London, he will report to Hitchman.

Since joining AWAL in 2014, Riley has been responsible for signing acts that have amassed more than 1b streams, including Rex Orange County, Bruno Major and Tom Misch. He’s also supported the development of global artists Eloise, Lovejoy, MorMor, Shay Lia and The Wombats.

As SVP, Needs will add the U.K. to her existing international marketing remit for AWAL. She has served as VP of international marketing since 2020, supporting campaign launches for artists like JVKE, Jungle, girl in red and Lizzy McAlpine.

Potts will continue to maximize audience development and growth strategies for AWAL artists in digital and traditional media. He joined AWAL in 2019 as VP of promotion, overseeing the company’s digital-accounts team, driving DSP strategy and overseeing U.K. radio and TV promotion of AWAL artists.