Kamal Wilson, the songwriter and producer behind Kehlani’s breakout hit “Folded,” has joined Avex Music Group’s publishing division. The deal extends the company’s recent signing streak under CEO Brandon Silverstein, who took the helm in March after Avex acquired his S10 Publishing catalog.

“Folded” dominated urban and rhythmic radio, claiming the top spot on both formats while climbing to No. 3 on Apple Music. Wilson crafted the track with Kehlani through an ongoing creative relationship that helped establish his reputation among R&B’s current hitmakers.

The song’s reach expanded beyond traditional radio metrics. A viral vocal challenge on social media drew participation from established artists including Grammy winners Brandy and Eric Bellinger, amplifying the track’s cultural footprint.

Wilson Brings R&B Expertise to Pop-Heavy Roster

Avex Music Group’s publishing operation has concentrated on pop and hip-hop production since Silverstein launched S10 Publishing as an Avex joint venture in 2020. Wilson’s R&B background diversifies a writer roster that includes Grant Boutin, who contributed to three Tate McRae singles this year, and producers Elyas and Elkan, both of whom worked on Drake tracks that reached No. 2 on the Hot 100.

“His ability to craft timeless records while connecting deeply with artists is exactly the type of energy we want to champion,” Silverstein said of Wilson, who began writing songs at 11 years old in Orange County, California.

Nevin Sanitsky, Director of A&R, spearheaded Wilson’s signing with assistance from Senior Director of A&R Brennen Bryant. Wilson works across R&B, hip-hop and pop, giving him flexibility within Avex’s expanding project pipeline.

Japanese Giant Bets on American Publishing Talent

Avex’s path to full ownership of S10 Publishing began with a 2020 partnership that yielded hits for Justin Bieber (“Peaches”), Doja Cat (“Agora Hills”) and Jack Harlow (“First Class”). The Tokyo-based company, which generated approximately $1 billion in 2024 revenue, completed its acquisition of the catalog earlier this year while also increasing its stake in S10 Management.

The deal positioned Silverstein as CEO of Avex Music Group, the newly rebranded U.S. division that handles international operations for a company employing 1,500 people across more than 50 cities. Avex holds the largest ownership position in S10 Management, sharing control with Silverstein and Roc Nation.

Silverstein’s publishing team has placed songs on major 2025 releases. Boutin co-wrote “Lose My Mind” for the F1 soundtrack, performed by Don Toliver and Doja Cat. Elkan produced Rihanna’s “Friend of Mine” and contributed to Travis Scott’s JACKBOYS 2, which debuted atop the Billboard 200. Harv, a member of Justin Bieber’s backing band We The Band, co-wrote and co-produced Bieber’s “Swag,” which entered the charts at No. 2.

Building Infrastructure for Cross-Pacific Collaboration

Avex Music Group has pursued joint ventures with producers who bring their own rosters. Elkan launched Toibox by Elkan in May, signing two writers through the partnership. We The Band, Bieber’s longtime collaborators, joined as the company’s first artist signing and are recording a debut album at Avex Studios in Los Angeles.

Management clients under the S10 umbrella include Myke Towers, Big Sean and Madison Bailey. Japanese acts represent another focus: boy band One or Eight broke into the U.S. Mediabase Top 40 with “DSTM,” making them the first J-pop group to achieve that milestone. Atlantic Records partnered with Avex on future One or Eight releases after S10 began co-managing the group.

XG, a seven-member girl group under Avex subsidiary XGALX, performed at Coachella in April before completing an 18-country tour that sold 400,000 tickets. The act debuted in 2022 and trains in South Korea while maintaining ties to Avex’s Japanese development programs.

Avex operates training facilities that audition more than 10,000 candidates annually through Avex Youth Studio and Avex Artist Academy. The infrastructure supports the company’s dual strategy of developing Japanese talent for global markets while signing established Western creators like Wilson.

“I’m thrilled to have the global team at Avex behind me as I continue to grow as a songwriter and artist,” Wilson said.

The Wilson deal reflects Avex Music Group’s approach of identifying writers with close artist relationships rather than chasing one-off placements. Wilson’s partnership with Kehlani mirrors Boutin’s work with McRae and Harv’s history with Bieber — collaborations that have produced multiple releases rather than single tracks.