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Warner Music Group (WMG) is partnering with Pakistani music and audio production company Giraffe, which was co-founded by Xulfi and CEO Muhammad Ibrahim, to establish a new artists and repertoire (A&R) source in Pakistan. The companies will also be teaming up to produce Coke Studio Season 15.

The deal will help Warner Music establish a new A&R source in Pakistan through the experts behind some of South Asia’s most compelling music platforms and global hits, such as ‘Pasoori’.

Giraffe, which was established in 2017, has a history of producing some of South Asia’s most coveted music shows, including Drummers of Pakistan, Nescafé Basement and Red Bull Music Sound Clash. More recently, it spearheaded the production of Coke Studio Season 14 — touted as one of the best the show has seen.

“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,” said Xulfi. “Together with Warner Music, we will endeavour to scout stories that can catalyse 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.”

“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,” said Ibrahim.

Warner Music’s president of emerging markets, Alfonso Perez Soto, was enthusiastic 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.”