Warner Music Group (WMG) has joined forces with Giraffe, a prominent Pakistani music and audio production company co-founded by Xulfi (Zulfiqar Jabbar Khan) and CEO Muhammad Ibrahim. This collaboration aims to tap into Pakistan’s growing recorded music market of around 250 million people and leverage the rich repertoire that resonates with Punjabi and Urdu speakers globally.
The partnership establishes Warner Music’s new A&R source in Pakistan, leveraging Giraffe’s expertise in producing influential music platforms and hits like ‘Pasoori’ by Shae Gill and Ali Sethi. The collaboration extends to the upcoming season of Coke Studio Season 15.
Founded in 2017, Giraffe has been instrumental in producing acclaimed music shows such as Drummers of Pakistan, Nescafé Basement, and Red Bull Music Sound Clash, along with non-music content like Dhak Dhak Goal and Shan Kitchen. Xulfi, known for his roles in bands Entity Paradigm and Call, brings his experience as a composer, guitarist, and producer to the partnership.
Xulfi expresses excitement about the journey, emphasizing the goal to use art to build bridges and showcase diverse Pakistani talent globally. Muhammad Ibrahim sees the partnership as a testament to Giraffe’s commitment to fostering a conducive environment for both existing and emerging Pakistani artists.
This collaboration signifies a promising alliance to support and nurture the vibrant music ecosystem in Pakistan while presenting a broader narrative of Pakistani love to the world.