Sony Music Middle East and Craft Media Partner to Sign and Promote Arabic Artists
The deal solidifies the relationship between the two companies, which previously signed a multi-year, multi-artist production agreement in March 2021.
Sony Music Entertainment Middle East and Hamdy Badr’s Egyptian music and event production company Craft Media have reached an exclusive partnership to sign, produce and promote Arabic artists and music in the Middle East, the companies announced Monday (July 18).
The new deal solidifies the relationship between the two companies, which previously signed a multi-year, multi-artist production agreement in March 2021.
According to a release, that initial partnership bore fruit in the form of several hits on regional charts, including tracks by Arab stars like Wael Kfoury (“Kelna Mnenjar”), Karim Mahmoud Abdelaziz (“Elghazala Ra2ya”), Ahmed Saad (“Sayrena Ya Donia”) and Elissa (“Damayer”) as well as the album Ya Fatenny by Egyptian superstar Hamaki, which spawned the hits “Law Hatsib”, “Tak, “Zayaha Meen” and “La Malama.” Managed by Badr, Hamaki also became the first Arabic artist to perform in the online game Fortnite under the banner of its Soundwave Series in October 2021.
According to the IFPI’s Global Music Report released in March, the Middle East and North Africa (MENA) region saw 35% growth in recorded music market revenues in 2021, making it the fastest-growing region in the world on that metric.
“Craft Media’s creative prowess, coupled with our years of experience in the music industry and international network of talent and collaborators, give our artists an edge in a competitive market,” said Sony Music Middle East general manager Mike Fairburn in a statement. “Today’s partnership sets in motion a long-term strategy to expand the influence of Arabic music and artists across the region and beyond.”
Badr added, “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. I could not ask for a more trusting, passionate group of people to partner with than Sony Music and we are very excited about what’s to come in the months and years ahead.”