DUBAI: Sony Music Entertainment Middle East and Egypt-based music and event production company Craft Media have announced an exclusive partnership to sign, produce and promote Arabic artists and music across the region.
The deal marks the solidification of a long-standing relationship between the two companies, which have worked together since 2021.
Among their joint production hits are “Kelna Mnenjar” by Wael Kfoury, “Elghazala Ra2ya” by Karim Mahmoud Abdelaziz, “Sayrena Ya Donia” by Ahmed Saad, “Damayer” by Elissa and “Ya Fatenny,” one of the biggest global Arabic albums by Hamaki.
“At Sony Music, we have always believed in the power of collaboration in spurring innovation and creating new opportunities for our artists,” said Mike Fairburn, general manager of Sony Music Middle East.
Last year, the company partnered with streaming platform Anghami to launch record label Vibe Music Arabia, which will support independent Arab artists.
Craft Media was founded by Arabic producer Hamdy Badr, manager of Egyptian star Hamaki.
“We have had a phenomenal year and our commitment to each other validates our confidence in what we can achieve for artists, their music, and the regional industry by working together as a team,” said Badr.
The Middle East and North Africa was the world’s fastest-growing region in 2021, with streaming accounting for 95.3 percent of the music market share, according to the Global Music Report 2021 by the International Federation of the Phonographic Industry.
Demand for music streaming from listeners and music creation by Arab artists are both growing in the region.
The partnership between Sony Music and Craft Media “sets in motion a long-term strategy to expand the influence of Arabic music and artists across the region and beyond,” said Fairburn.
