Warner Music Group has forged a partnership with Giraffe, a prominent music and audio production company in South Asia co-founded by Xulfi (Zulfiqar Jabbar Khan) and CEO Muhammad Ibrahim. Pakistan's rapidly growing recorded music market, with a population of approximately 250 million, has become a focal point for Warner Music Group, aiming to capitalize on its musical richness, particularly resonating with the 90 million Punjabi and Urdu speakers globally.
The partnership between Warner Music and Giraffe will extend to the upcoming season of Coke Studio Season 15, a cultural phenomenon and Pakistan's major cultural export. Coke Studio, known for promoting multiculturalism and collaboration across genres, aligns with Giraffe's commitment to using art as a means of building bridges and fostering global conversations.
The collaboration with Giraffe positions Warner Music to establish a new Artist and Repertoire (A&R) source in Pakistan, leveraging the expertise of Giraffe, which has played a pivotal role in shaping South Asia's music landscape. Giraffe, founded in 2017, has been instrumental in producing acclaimed music shows like 'Drummers of Pakistan,' 'Nescafé Basement,' and 'Red Bull Music Sound Clash,' along with significant contributions to non-music content.
Xulfi, renowned for his role as the composer, guitarist, and producer for bands like Entity Paradigm and Call, brings a wealth of experience to the collaboration. Muhammad Ibrahim, with a background in accountancy and a notable shift to the media industry in 2012, has been a driving force behind projects like Nescafé Basement.
Muhammad Ibrahim initially ventured into the field of accountancy after completing his education at the University of Bristol. In 2012, he transitioned into the media industry and has since been involved in various projects. One notable accomplishment was his contribution to Nescafé Basement, where he played a key role in establishing the first-ever all-girl band in Pakistan.
Xulfi expressed optimism about the collaboration. He shared, "I believe it’s going to be a beautiful and adventurous journey. Our aim has always been to use art to build bridges for conversing with the world. Warner Music, while leveraging its immense global influence, will also help support the artists and their artistry in Pakistan."
He furthered on, "Artists in Pakistan are diverse and talented with an innate ability to surprise. Together with Warner Music, we will endeavor to scout stories that can catalyze transformative change, in the pursuit of nurturing a vibrant music ecosystem for the future, and present a greater narrative of love from Pakistan to the world."
Muhammad Ibrahim added, “For us at Giraffe, this partnership is exciting on many levels and is, in a way, a testament to Giraffe's long-standing commitment to fostering a conducive environment, ultimately benefiting both existing performers and a new wave of Pakistani artists. We look forward to signing and developing our talent by delivering the best-in-class service, as well as continuing to produce innovative content.”
Alfonso Perez Soto, President, Emerging Markets, Warner Music, acknowledged Pakistan's rich music scene and cited Giraffe's success with Coke Studio as evidence of their exceptional A&R capabilities. “Pakistan has a rich music scene that offers huge opportunities for a global music company," he said. "Through the powerhouse that is Coke Studio, Xulfi and Ibrahim have proven to be phenomenal A&Rs that will be invaluable in Warner Music’s growth in the region. Together, we will discover and develop artists that have the potential to connect with fans all around the world.”
Simon Robson, President, International, Recorded Music, Warner Music Group, characterized the collaboration as a landmark moment for Warner Music, leveraging Giraffe's local A&R experience to provide Pakistani artists with international exposure. The partnership aims to spotlight Pakistan's musical talent on the global stage.
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