Warner Music Group (WMG) has established a strategic partnership with Pakistan's Giraffe, a prominent producer of popular music shows in the region. This collaboration marks a significant step in expanding WMG's presence in South Asia's growing music market.

Giraffe, co-founded by musician Xulfi and former PwC executive Muhammad Ibrahim, has been instrumental in producing successful music programs including Drummers of Pakistan, Red Bull Music Sound Clash, and Nescafé Basement. Their most notable production is Coke Studio, whose season 14 has accumulated nearly 4.4 billion views on YouTube.

The partnership will focus on:

• Collaboration on Coke Studio season 15
• Development of Pakistani musical talent
• International exposure for local artists
• Strengthening Warner Music's presence in South Asia

Xulfi emphasizes that this partnership aims to "build bridges for conversing with the world" while supporting Pakistani artists and their artistry. Muhammad Ibrahim confirms their commitment to talent development and industry-leading service.

Warner Music executives highlight the strategic importance of this deal:

• Alfonso Perez Soto (President of Emerging Markets) sees Giraffe as crucial for regional growth
• Simon Robson (President of International Recorded Music) views it as an opportunity to showcase Pakistani talent globally

This partnership follows WMG's recent strategic moves in emerging markets, including investments in Dubai's HuManagement, expanded collaboration with Sky Digital India, and a distribution deal with China's Lay Zhang.

The collaboration represents a significant step in connecting Pakistan's music industry with global audiences while maintaining its cultural authenticity and artistic integrity.

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