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Sony Music Entertainment Middle East and Craft Media, a leading Egyptian music and events production company, have announced an exclusive partnership to sign, produce and promote Arabic artists and music across the Middle East.
The new agreement cements the relationship between the two companies, which have created some of the biggest successes in the Middle East since the beginning of 2021.
Working with Craft Media and its founder Hamdy Badr, one of the Arab world’s leading producers, the partnership has launched a series of hits on the regional charts, including songs from pan-Arab superstars such as: “Kelna Mnenjar’ Wael Kfoury, Karim Mahmoud Abdelaziz’s ‘Elghazala Ra2ya’, Ahmed Saad’s ‘Sayrena Ya Donia’, iconic Elissa’s ‘Damayer’ and Hamaki’s one of the world’s largest Arabic-language albums ‘Ya Fatenny’, which includes charts Champions “Law Hatsib”, “Tak”, “Zayaha Meen” and “La Malama”. Together, these songs have enjoyed over 70 weeks of cumulative chart time since May 2021.
IFPI identified the MENA region as the fastest growing recorded music region in this year’s Global Music Report, with increased social media consumption, greater use of short video platforms and streaming music accounting for 95.3% of the region’s total revenue. Through this agreement, the two companies will remain focused on supporting this growth, continuing to invest in hits and stars in the Arab world.
“At Sony Music, we have always believed that collaborations inspire innovation and create new opportunities for our artists. The results of our partnership with Hamdy and Craft Media speak for themselves. Craft Media’s creative strength, combined with our years of experience in the music industry And an international network of talent and collaborators, giving our artists an edge in a competitive market,” said Mike Fairburn, general manager of Sony Music Entertainment Middle East.
“Today’s partnership launches a long-term strategy to expand the reach of Arabic music and artists in the region and beyond.”
“I am very pleased to strengthen our partnership with Sony Music through today’s agreement,” added Hamdy Badr, founder of Craft Media.
“We’ve had an extraordinary year and our commitment to each other is a testament to our confidence in what we can achieve for artists, their music and the regional industry through teamwork. I couldn’t find more trust and passion than Sony Music We are very excited about the development in the coming months and years.”
Sony Music Middle East’s first collaboration with Craft Media begins with Badr-managed Egyptian superstar Hamaki becoming the first Arab artist to perform in the popular online game Fortnite as part of the October 2021 Soundwave concert series. arab trade news agency
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