Warner Music Group (WMG) is entering into a strategic partnership with Pakistani music and audio production company Giraffe, co-founded by Xulfi and CEO Muhammad Ibrahim.
Together, Warner Music & Giraffe aims to establish a new artists and repertoire (A&R) source in Pakistan and collaborate on the production of Coke Studio Season 15.
Giraffe, known for producing popular South Asian music shows, will contribute its expertise to help Warner Music tap into Pakistan’s diverse and talented artist pool.
Xulfi expressed excitement about the collaboration, emphasizing the goal of using art to build bridges and showcase Pakistani narratives globally.
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Warner Music sees this as an opportunity to connect with Pakistan’s rich music scene and develop artists with international appeal.
The partnership is viewed as a landmark moment, combining Giraffe’s local A&R experience with Warner Music’s global network to provide Pakistani artists a platform on the international stage.
Warner Music Group Corp. is an American multinational entertainment and record label conglomerate headquartered in New York City. It is one of the “big three” recording companies and the third-largest in the global music industry, after Universal Music Group and Sony Music Entertainment.
Giraffe is all about creating experiences and content never seen before! We are an idea space driven by culture. Think of us as Artists building exciting cross-cultural experiences through art and music. Content is the expression that we convey through every medium. Our love for creating art ensures that we strive to be light years away from the run-of-the-mill. Our love of heart includes Coke Studio Season 14, Nescafe Basement 5, PSL 6 Groove Mera, and many more.