Warner Music Group Unveils Warner Music South Asia Under Jay Mehta's Leadership

By Loudest Team
April 15, 2024
Warner Music Group Unveils Warner Music South Asia Under Jay Mehta's Leadership

Warner Music Group (WMG) is making waves with the launch of Warner Music South Asia, a dynamic new entity dedicated to overseeing its recorded music operations across key markets such as Bangladesh, Nepal, Pakistan, and Sri Lanka.

Based in Dubai, Warner Music South Asia will be spearheaded by Jay Mehta, alongside the guidance of Alfonso Perez Soto, Warner Music's President of Emerging Markets.

The journey began in January when WMG announced a groundbreaking partnership with Giraffe, a leading Pakistani music and audio production company renowned for its work on the cultural phenomenon, Coke Studio Pakistan. According to WMG, Coke Studio Pakistan has emerged as the country's foremost cultural export, boasting an impressive nearly 15 million subscribers on YouTube.

In a strategic move in 2023, WMG secured a majority stake in Divo, a digital media and music company deeply rooted in the Tamil-language market, with significant operations in Sri Lanka.

Now, Warner Music, in collaboration with Giraffe, proudly presents Season 15 of Coke Studio Pakistan, featuring 11 captivating songs recorded in English, Punjabi, and Urdu, set to premiere this Sunday (April 14).

Recognizing the immense potential of the South Asian music market, Warner emphasizes Pakistan's rapid growth as a recorded music hub with a population of approximately 250 million. The company highlights the appeal of Pakistani repertoire to the 90 million Punjabi and Urdu speakers globally. Meanwhile, Bangladesh, with a population exceeding 167 million, represents a market ripe for development, alongside Nepal and Sri Lanka, with populations of approximately 30 million and 20 million respectively, currently lacking a formalized music industry.

Expressing his excitement, Jay Mehta, Managing Director of Warner Music South Asia, shared, "I'm thrilled to launch Warner Music in Bangladesh, Nepal, Pakistan, Sri Lanka, and other SAARC territories. These are vibrant markets with exceptional artists who have yet to fully tap into the global music industry. That's all about to change."

Echoing Mehta's sentiment, Alfonso Perez Soto, President of Emerging Markets at Warner Music, stated, "I am immensely thrilled to unveil Warner Music South Asia, a pivotal new venture aimed at connecting with artists and communities across Bangladesh, Nepal, Pakistan, and Sri Lanka. I eagerly anticipate our upcoming releases from Coke Studio and other new music projects, which will showcase these rich cultures to the world and provide local artists with our global services."

Simon Robson, President of International Recorded Music at Warner Music Group, hailed the launch of Warner Music South Asia as a monumental milestone. He remarked, "This marks a significant moment for Warner Music as we embark on a journey into countries with vibrant musical traditions and extensive global connections through their diasporas. We're already underway with exciting projects in Pakistan and beyond, with much more on the horizon."

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