Warner Music Group is set to play a significant role in the upcoming Coke Studio Season 15 as part of its growing focus on Pakistan’s recorded music market.

Targeting the global audience of around 90 million Punjabi and Urdu speakers, Warner Music is entering a collaborative venture with Giraffe, a music and audio production company in South Asia founded by Xulfi (Zulfiqar Jabbar Khan) and CEO Muhammad Ibrahim.

Giraffe, established in 2017, made a mark in the industry through the production of acclaimed music shows such as ‘Drummers of Pakistan,’ ‘Nescafé Basement,’ and ‘Red Bull Music Sound Clash,’ along with significant contributions to non-music content.

This partnership between Warner Music and Giraffe is poised to bring a unique touch to the upcoming season of Coke Studio Season 15.

Xulfi, a renowned figure for his roles as a composer, guitarist, and producer for bands like Entity Paradigm and Call, brings a wealth of experience to this collaboration. Muhammad Ibrahim has been a driving force behind successful projects like Nescafé Basement after transitioning from accountancy to the media industry in 2012.

Expressing optimism about the collaboration, Xulfi stated, “Artists in Pakistan are diverse and talented with an innate ability to surprise. Together with Warner Music, we will strive to discover stories that can spark transformative change, nurturing a vibrant music ecosystem for the future. Our goal is to present a compelling narrative of love from Pakistan to the world.”

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