Warner Music Group has entered into 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. This collaboration aims to capitalize on Pakistan’s rapidly growing recorded music market, with a population of approximately 250 million. Warner Music Group sees Pakistan as a key market with its musical richness, particularly resonating with the 90 million Punjabi and Urdu speakers globally.
The partnership with Giraffe extends to the upcoming season of Coke Studio Season 15, a cultural phenomenon and Pakistan’s major cultural export. Coke Studio is known for promoting multiculturalism and collaboration across genres, aligning with Giraffe’s commitment to using art as a means of building bridges and fostering global conversations.
The collaboration positions Warner Music to establish a new Artist and Repertoire (A&R) source in Pakistan, leveraging Giraffe’s expertise 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, known 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.
Expressing optimism about the collaboration, Xulfi stated, “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.”
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. He expressed, “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.”
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.
