Warner Music Joins Forces With Giraffe For Major Impact In Pakistan's Music Scene

In a significant development for Warner Music Group (WMG), the company has entered into a strategic partnership with Giraffe, a leading music and audio production company based in Pakistan. The collaboration is poised to open up new avenues for WMG in Pakistan's dynamic music industry, leveraging the expertise of Giraffe, known for its involvement in creating some of South Asia's most impactful music platforms and global hits, such as "Pasoori" by Shae Gill and Ali Sethi.

Simon Robson, President, International, Recorded Music, Warner Music Group, expressed the groundbreaking nature of the deal, stating that it marks a pivotal moment for Warner Music as they join forces with Giraffe to establish a substantial presence in Pakistan.

WMG recognizes Pakistan as a rapidly growing recorded music market, boasting a population of around 250 million people. The country serves as a rich source of musical repertoire, particularly resonating with the 90 million Punjabi and Urdu speakers worldwide. This strategic move aligns with WMG's broader initiatives in South Asia, including the launch of Warner Music India in 2020 and collaborations with key Indian firms such as Sky Digital, JetSynthesys, Tips Music, Ziiki Media, and Jjust Music.

The acquisition of Giraffe follows a series of strategic moves by WMG in the South Asian region, including the majority stake acquisition in digital media and music company Divo by Warner Music India in February 2023, and the purchase of India-based management and live events company E-Positive in October of the same year.

Giraffe, founded in 2017 by Xulfi (stage name of Zulfiqar Jabbar Khan) and CEO Muhammad Ibrahim, has played a pivotal role in producing some of South Asia's most sought-after music shows. Xulfi, renowned as the composer, guitarist, and producer for successful bands like Entity Paradigm and Call, brings his extensive experience as a producer and songwriter in Bollywood projects. CEO Muhammad Ibrahim, who transitioned from accountancy to the media industry in 2012, has notable achievements, including the formation of the first all-girl band in Pakistan as part of the Nescafé Basement project.

Alfonso Perez Soto, President, Emerging Markets, Warner Music, highlighted the immense opportunities in Pakistan's vibrant music scene and praised Xulfi and Ibrahim as exceptional A&R professionals. The collaboration aims to discover and nurture talent that can resonate with a global audience.

The partnership between Warner Music Group and Giraffe signifies a strategic move into the burgeoning music market of Pakistan, combining local A&R expertise with a global network to provide talented artists from the region with an international platform to shine.