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.

The partnership unites WMG with Giraffe's co-founders: Xulfi (Zulfiqar Jabbar Khan), a former guitarist for Entity Paradigm and Call, and Muhammad Ibrahim, an entrepreneur with PricewaterhouseCoopers background. Giraffe, founded seven years ago, has produced successful music programs including Drummers of Pakistan, Red Bull Music Sound Clash, and Nescafé Basement.

A key focus of this collaboration will be Coke Studio, Pakistan's leading music platform that has amassed nearly 4.4 billion YouTube views. WMG and Giraffe will work together on Season 15, with Spotify serving as the official streaming partner.

The partnership aims to:

• Develop Pakistani talent for the global stage
• Strengthen Warner Music's presence in the region
• Support local artists and enhance Pakistan's music ecosystem
• Create opportunities for international exposure

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

"This is a landmark moment that combines Giraffe's local A&R experience with our global network," said Simon Robson, WMG's president of international for recorded music, emphasizing the goal of helping Pakistani artists reach international audiences.

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