Just over a month ago, MBW noted how the sound of opportunity for the record business across the Middle East and North Africa (MENA) is getting louder and suggested that the race is on for the majors to build market power in the region.
That commentary arrived in reaction to the news of Universal Music Group‘s acquisition of Chabaka Music, a prominent company based in the United Arab Emirates.
Today (October 4) brings more evidence of the MENA region’s growing importance in the global music business with the news that Warner Music Group has made a strategic investment in HuManagement, a GCC (Gulf Cooperation Council) based talent agency.
The company, described by Warner as a “trailblazer” in the MENA region, operates across music, film, television, sports, digital media, and marketing, with a portfolio of over 300 creators.
According to Warner, this new deal establishes a long-term A&R scouting agreement, in addition to marketing and branding opportunities.
Warner Music also says that it will “identify and amplify artists with the potential to integrate them into its expansive global network”.
Furthermore, HuManagement’s marketing, PR, social media strategies, and branding will be made available to Warner Music’s roster.
The companies have already collaborated on two artists: Saudi artist Dalia Mubarak and the Lebanese singer and TV personality, Maya Diab.
Both artists were initially identified through HuManagement’s curation process, before, according to the press release, “flourishing under Warner Music’s banner”.
Other investments made by Warner in the MENA region in recent years include, in 2021, its acquisition of a minority stake in Rotana Music, which is claimed to be the largest record label in the Middle East.
And last year, Warner Music completed its acquisition of Qanawat Music, which operates as a music distributor across the Middle East and North Africa.
The commercial potential of MENA for music rightsholders is plain to see from recent stats published by IFPI, which show that the Middle East and North Africa was the world’s fastest-growing market in 2021, and its third-fastest-growing in 2022.
Last year, MENA’s recorded music market grew 23.8% YoY, and represented the highest share for streaming of any region globally, at 95.5%.
“By partnering with HuManagement, we are further enhancing the value we can provide to our roster and can guarantee them rounded end-to-end support, for the likes of live shows, sponsorships and brand developments.”
Alfonso Perez-Soto, Warner Music
Alfonso Perez-Soto, President, Emerging Markets, Warner Music, said: “As we continue to grow our operations in the Middle East and establish ourselves as market leaders, it’s imperative that we offer our artists an unrivalled service.
“By partnering with HuManagement, we are further enhancing the value we can provide to our roster and can guarantee them rounded end-to-end support, for the likes of live shows, sponsorships and brand developments.”
“We believe this collaboration will usher in a new wave of innovation, creativity, and unprecedented opportunities for the music and talent industry in the MENA region”.
Hady Hajjar, Humanagement
Humanagement Co-founder Hady Hajjar, said: “We believe this collaboration will usher in a new wave of innovation, creativity, and unprecedented opportunities for the music and talent industry in the MENA region”.
“Together with Warner Music, we are poised to amplify the voices of our region’s exceptional artists and creators, setting the stage for a transformative era of cultural exchange and artistic excellence.”
Tarek Abou Jaoude, Humanagement
Co-founder Tarek Abou Jaoude added: “Together with Warner Music, we are poised to amplify the voices of our region’s exceptional artists and creators, setting the stage for a transformative era of cultural exchange and artistic excellence.”
“We’ve already enjoyed success with Dalia and Maya, and we believe there are many more potential superstars we can identify through this collaboration.”
Ahmed Nureni, Warner Music Middle East
Ahmed Nureni, General Manager, Warner Music Middle East, added: “HuManagement has an incredible relationship with the Middle East’s most exciting artists and through this partnership we will have access to them early on in their careers.
“We’ve already enjoyed success with Dalia and Maya, and we believe there are many more potential superstars we can identify through this collaboration.”Music Business Worldwide
