Warner Music Group (WMG) has established a strategic partnership with Pakistan's Giraffe, a prominent producer of regional music shows, marking a significant expansion into South Asia's growing music market.

Giraffe, co-founded by musician Xulfi (Zulfiqar Jabbar Khan) and former PwC executive Muhammad Ibrahim, has produced several successful music programs including Drummers of Pakistan, Red Bull Music Sound Clash, and Nescafé Basement. Their most notable production, Coke Studio season 14, has accumulated nearly 4.4 billion YouTube views.

The partnership will focus on:

• Collaboration on Coke Studio season 15
• Development of Pakistani musical talent
• International exposure for local artists
• Enhancement of Pakistan's music ecosystem

Through this alliance, WMG aims to leverage Giraffe's local A&R expertise while providing Pakistani artists access to global audiences. The collaboration represents WMG's continued expansion in emerging markets, following recent investments in Dubai's HuManagement, Sky Digital India, and China's Lay Zhang.

Key benefits of the partnership include:

• Access to Warner Music's global network
• Enhanced talent development services
• Support for Pakistani artists and artistry
• Strengthened presence in the South Asian market

This strategic move aligns with Warner Music's broader initiative to establish strong footholds in developing markets while providing local artists opportunities for international recognition and success.

The partnership has received enthusiastic support from both organizations' leadership, with Xulfi emphasizing the potential for "transformative change" and WMG's Simon Robson highlighting the deal's significance in offering Pakistani talent a global platform.

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