Releases across music properties developed and operated by Afterpeak.
Independent music company · Dubai · Est. 2020
Music, with its own infrastructure.
Afterpeak develops music, catalogues and cultural properties. We build the systems that help them travel. Creative judgment in front. Technology underneath.
Why Afterpeak · 01
Ideas need structure to grow.
We built Afterpeak around a simple belief: independence works better when creative instinct is backed by serious operating infrastructure.
That means staying close to the music while treating catalogue, metadata, distribution, rights, creative and audience information as one connected system, rather than six separate jobs.
The result is a company that can move quickly without becoming careless, and grow work without sanding away what made it distinctive in the first place.
01Creative judgment stays human.
02Infrastructure should create freedom, not bureaucracy.
03Catalogue value is built over years, not release week.
Spotify streams generated across the catalogue to date.
Recorded music · 02
What we actually do.
Afterpeak sits between a traditional label, a catalogue company and a modern operating studio. The music is the centre; everything else is built to make it stronger.
01 / Development↘
Build artist and music properties.
We develop distinct creative identities, release directions and catalogues around how audiences actually listen.
02 / Recorded music↘
Release music with a long view.
Originals, covers, reworks and artist-led projects, developed with producers and vocalists around the world.
03 / Rights↘
Acquire and license catalogue.
We look for music with durable audience demand, then support it through better creative, distribution and operations.
04 / Growth↘
Connect every release decision.
Audience signals, campaign performance, metadata and release planning feed the same operating loop.
Catalogue practice · 03
Built to compound.
A catalogue is not a stack of uploads. It is a living asset that becomes more useful when every release teaches the company something.
The Afterpeak loop01
Research
Study audience behaviour, repertoire history and market movement before making the next decision.
02
Develop
Shape the music, creative direction, rights position and release plan around a clear opportunity.
03
Release
Connect assets, metadata, delivery and campaigns so the release moves as one coordinated project.
04
Learn
Bring performance and audience signals back into the system instead of leaving them inside separate platforms.
05
Compound
Use what the catalogue teaches us to improve the next release and strengthen the work already in market.
Tools and systems · 04
Technology is part of the company.
Afterpeak was an early adopter of AI because we saw the operational advantage before it became a marketing line. We build around real work, real data and real bottlenecks.
Our ambition is to connect the full life of a release, from the first research question to creative production, release operations and long-term catalogue decisions.
Data foundation
We collect and structure information across catalogue, campaigns, platforms and audience behaviour so it can be queried as one operating dataset.
Research and opportunity intelligence
Our research systems can investigate targeted questions, scan large information sets and surface opportunities that would be difficult to find manually.
Creative automation
Internal production workflows automate repeatable creative output and versioned release assets while the creative direction stays human.
Campaign production
We build tools that create and organize advertising variations at scale, making structured testing possible across a high-volume release operation.
Distribution operations
We are building toward one internal layer for delivery, release status and catalogue oversight. The goal is less fragmentation and clearer decision-making.
Experiences · 05
Culture, in the room.
experiences by afterpeak. translates the same eye for audience and atmosphere into selective, high-touch cultural moments.
Abu Dhabi · 2025
F1 Superyacht
A private 164-foot superyacht experience during the Abu Dhabi Grand Prix.
Explore experiences ↗
Stockholm · Abu Dhabi
Lussoirée
An invite-only series bringing culture, business and creativity into the same room.
Explore experiences ↗Our story · 06
Online first. Independent always.
Founder Avery Chauhan started building audiences online at fourteen. Afterpeak grew from that same direct understanding of internet culture: watch closely, move early and stay close to the people a project is for.
Founded in 2020 and headquartered in Dubai, the company now works across recorded music, internal technology and culture-led experiences. The structure has expanded; the instinct remains hands-on.
Age 14Avery begins building audiences and projects online.
2020Afterpeak is founded as an independent music company.
TodayMusic remains the core, supported by systems and selective experiences.
Dubai, UAE
Operating worldwide
Operating worldwide