New Levels Expands Launching Distribution and Marketing Services

New Levels has announced the expansion of its distribution and marketing ecosystem.

New Levels, a next-generation music company challenging the traditional industry model, was founded by Jelal Edmonds "on the belief that traditional industry models no longer reflect how music is discovered, consumed, or scaled," according to a press release.

New Levels expands in partnership with industry veterans Petrina Convey and Mo Komba, who "bring distribution, global marketing, creative direction, A&R, brand building and audience development into one cohesive structure, operating not as a service provider, but as a long-term growth partner embedded in every stage of an artists' journey."

At the core of New Levels is AI technology that’s been built to stay in tune with how culture moves. It allows the team to "read audience behaviour in real time, respond faster, and build momentum in a way that feels natural and aligned with the artist’s vision."

It means independent artists can move with the  same power and precision as major label campaigns, while still staying true to who they are.

“New Levels was built out of frustration with an industry that wasn’t designed for  the communities I came from," Edmonds shares. "Too many artists with real cultural impact were being overlooked or forced to fit into systems that didn’t understand them.

"We built New Levels to create our own system, one that  reflects how culture actually moves and gives artists a real shot at building something impactful without  losing who they are."

New Levels launches its distribution arm with a globally diverse roster, including leading Filipino band Lola Amour, folk-pop singer-songwriter Jan Roberts, and rising Indian DJ/producer Kimeraa, "reflecting New Levels’ commitment to supporting and developing culturally distinct artists with global potential."

Alongside distribution, New Levels delivers a full-service marketing arm spanning content strategy, audience development, brand building, TikTok strategy, creative direction, DSP pitching, and paid amplification.

"Rather than chasing short-term metrics, the company prioritises sustained discovery, fan connection,  and meaningful growth, grounded in culture," the press release adds.

"By combining distribution infrastructure with marketing intelligence and cultural strategy, the company positions itself as a partner  for artists looking to scale globally without compromising their vision."