Giraffe's Xulfi (Zulfiqar Jabbar Khan) and Muhammad Ibrahim
Warner Music Group (WMG) has entered into partnership with Pakistan-based Giraffe, described as “one of South Asia’s leading music and audio production companies”.
According to WMG, the deal will help it to 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 by Shae Gill and Ali Sethi”.
Simon Robson, President, International, Recorded Music, Warner Music Group, said in a statement on Wednesday (January 24), that the deal is “a landmark moment for Warner Music as we work with Giraffe to establish a presence in Pakistan”.
WMG notes that Pakistan is a fast-growing recorded music market of some 250 million people, and a source of repertoire that “particularly resonates with the 90 million Punjabi and Urdu speakers outside the country”.
Elsewhere in South Asia, WMG launched Warner Music India in 2020 and has since partnered with Indian firms including Sky Digital, entertainment firm JetSynthesys, Bollywood specialist Tips Music, Punjabi music specialist Ziiki Media, and Bollywood company Jjust Music.
In February 2023, Warner Music India (WMI) announced the acquisition of a majority stake in digital media and music company Divo, and in October, Warner bought India-based management and live events company E-Positive, home to superstar Darshan Raval.
Giraffe was co-founded by Xulfi, the stage name of artist Zulfiqar Jabbar Khan, and CEO Muhammad Ibrahim.
Xulfi was the composer, guitarist and producer for the bands Entity Paradigm and Call, which both enjoyed commercial success. He has also been a producer and songwriter on a number of Bollywood projects.
CEO Muhammad Ibrahim started his career in accountancy and moved into the media industry in 2012. WMG notes that he since has worked on projects such as Nescafé Basement, where his achievements included the formation of what is claimed to be the first all-girl band in Pakistan.
Established in 2017, Giraffe, according to WMG, “has a rich history producing some of South Asia’s most coveted music shows”.
Amongst those shows are Drummers of Pakistan, Nescafé Basement and Red Bull Music Sound Clash, as well as non-music content such as Dhak Dhak Goal and Shan Kitchen.
“This is a landmark moment for Warner Music as we work with Giraffe to establish a presence in Pakistan.”
Simon Robson, Warner Music Group
More recently, Giraffe has spearheaded the production of Coke Studio – described as “Pakistan’s biggest cultural export”.
Warner Music and Giraffe now will come together for the next season of Coke Studio Season 15.
“Together with Warner Music, we will endeavor to scout stories that can catalyze transformative change.”
Xulfi
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.”
“We look forward to signing and developing our talent by delivering the best-in-class service, as well as continuing to produce innovative content.”
Muhammad Ibrahim
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.”
“Together, we will discover and develop artists that have the potential to connect with fans all around the world.”
Alfonso Perez Soto, Warner Music
Alfonso Perez Soto, President, Emerging Markets, Warner Music, said: “Pakistan has a 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.”
Simon Robson, President, International, Recorded Music, Warner Music Group, said: “This is a landmark moment for Warner Music as we 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.”Music Business Worldwide
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