Warner Music Group (WMG) has partnered with Pakistan's Giraffe, a prominent producer of regional music shows, in a strategic move to expand its presence in 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. Most notably, they produced season 14 of Coke Studio, a studio performance series featuring emerging Pakistani artists that has accumulated nearly 4.4 billion YouTube views.

The partnership will involve collaboration on Coke Studio's upcoming season 15, with Spotify serving as the official music streaming partner. This alliance aims to strengthen Warner Music's A&R capabilities in the region while providing Pakistani artists with opportunities for international exposure.

Key aspects of the partnership include:

• Joint development of Pakistani musical talent
• Access to Warner Music's global distribution network
• Enhanced support for local artists and their creative work
• Expansion of Pakistan's music ecosystem

"This is a landmark moment for Warner Music," stated Simon Robson, WMG's president of international for recorded music. "The combination of Giraffe's local A&R experience and our global network will mean we can offer talented artists from Pakistan a chance to shine on an international stage."

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.

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