Warner music teams up with Giraffe to amplify Pakistani music

06:19 PM | 26 Jan, 2024
Warner music teams up with Giraffe to amplify Pakistani music
Source: Instagram

In a landmark move, Warner Music Group (WMG) has joined forces with leading Pakistani music and audio production company Giraffe to establish a new A&R (artists and repertoire) source in Pakistan. This strategic partnership marks a significant step towards amplifying Pakistani music on a global platform and nurturing the country's vibrant music ecosystem.

Founded in 2017 by renowned artist Xulfi and CEO Muhammad Ibrahim, Giraffe boasts a stellar track record. They have been instrumental in producing some of South Asia's most popular music shows, including Drummers of Pakistan, Nescafé Basement, and Red Bull Music Sound Clash. Their recent success with Coke Studio Season 14, hailed as one of the show's best seasons, further cements their expertise in curating compelling musical experiences.

"I believe it's going to be a beautiful and adventurous journey," says Xulfi, reflecting on the partnership's potential. "Our aim has always been to use art to build bridges for conversing with the world." He highlights WMG's global reach and its commitment to supporting Pakistani artists, emphasizing the immense talent and diversity waiting to be discovered in the country. "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."

Echoing this sentiment, Giraffe CEO Muhammad Ibrahim expressed excitement about the partnership's potential to benefit both established and emerging artists.WMG executives share their enthusiasm for the collaboration. Alfonso Perez Soto, WMG's president of emerging markets, recognizes Pakistan's "rich music scene that offers huge opportunities for a global music company." He praised Xulfi and Ibrahim's A&R expertise, particularly their work with Coke Studio, and envisions the partnership as a catalyst for discovering and developing Pakistani artists with global appeal.

This collaboration marks a new era for Pakistani music. With WMG's global reach and Giraffe's deep understanding of the local music scene, Pakistani artists stand to gain access to unprecedented opportunities. This partnership has the potential to not only elevate Pakistani music on a global scale but also foster a thriving music ecosystem within the country. 

Daily Pakistan Global Web Desk


PKR exchange rate to US dollar, Euro, Pound, Dirham, and Riyal - 21 Feb 2024

Pakistani currency remains stable against US dollar and other currencies in the open market on February 21, 2024 (Wednesday).

US Dollar rate in Pakistan

In the open market, the US dollar was being quoted at 279.6 for buying and 282.4 for selling.

Euro comes down to 300 for buying and 303 for selling while British Pound rate stands at 350.5 for buying, and 354 for selling.

UAE Dirham AED hovers at 76.15 whereas the Saudi Riyal saw slight increase, with new rates at 74.35.

Today’s currency exchange rates in Pakistan - 21 Feb 2024

Source: Forex Association of Pakistan. (last update 09:00 AM)
Currency Symbol Buying Selling
US Dollar USD 279.6 282.4
Euro EUR 300 303
UK Pound Sterling GBP 350.5 354
U.A.E Dirham AED 76.15 76.9
Saudi Riyal SAR 74.35 75.1
Australian Dollar AUD 181 183
Bahrain Dinar BHD 743.32 751.32
Canadian Dollar CAD 207 209
China Yuan CNY 38.89 39.29
Danish Krone DKK 40.38 40.78
Hong Kong Dollar HKD 35.74 36.09
Indian Rupee INR 3.37 3.48
Japanese Yen JPY 2.10 2.18
Kuwaiti Dinar KWD 902.41 911.41
Malaysian Ringgit MYR 58.6 59.2
New Zealand Dollar NZD 171.68 173.68
Norwegians Krone NOK 26.43 26.73
Omani Riyal OMR 725.96 733.96
Qatari Riyal QAR 76.76 77.46
Singapore Dollar SGD 207 209
Swedish Korona SEK 26.53 26.83
Swiss Franc CHF 316.9 319.4
Thai Bhat THB 7.93 8.08


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