Warner Music Group teams up with Xulfi's Giraffe for Pakistani Music venture

Warner Music Group (WMG) to join forces with Giraffe, a Pakistani music and audio production company co-founded by Xulfi and CEO Muhammad Ibrahim. 

This collaboration aims to create a new artists and repertoire (A&R) source in Pakistan. 

Giraffe,  which was established in 2017, is known for producing acclaimed music shows like Drummers of Pakistan, Nescafé Basement, and Red Bull Music Sound Clash, has played a pivotal role in the success of global hits, including 'Pasoori'.

The partnership will also be teaming up to produce Coke Studio Season 15. 

Following this, Xulfi said “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. 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.” he continued.

Furthermore, the CEO Mohammad Ibrahim stated that “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.”

Warner Music’s president, Alfonso Perez Soto, expressed his enthusiasm about Pakistan’s “rich music scene that offers huge opportunities for a global music company”. “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.”

The company’s president of recorded music, international, Simon Robson, called it a landmark moment for Warner Music as they work with Giraffe to establish a presence in Pakistan. “The combination of its 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.”