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

Giraffe, co-founded by musician Xulfi and former PwC executive Muhammad Ibrahim, has established itself as a cultural force in Pakistan's music industry over its seven-year history. The company has produced 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 views on YouTube. The show features studio performances from emerging Pakistani artists, with Spotify serving as the official streaming partner.

The partnership will begin with collaboration on Coke Studio season 15. WMG aims to leverage Giraffe's local expertise and talent development capabilities while providing Pakistani artists access to global audiences through Warner's international network.

Key partnership objectives include:

• Developing local Pakistani talent
• Expanding Warner Music's presence in South Asia
• Creating opportunities for Pakistani artists on the global stage
• Strengthening the regional music ecosystem

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

Both companies expressed optimism about the partnership's potential. Xulfi emphasized using art to build cultural bridges, while WMG's President of International Recorded Music, Simon Robson, highlighted the deal's significance in establishing Warner's presence in Pakistan and providing international exposure for Pakistani talent.

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