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Sony Music builds exclusive partnership with Egypt-based Craft Media to promote Arabic artists

The two companies' long-standing relationship is strengthened by new partnerships

  • 22 July 2022
Sony Music builds exclusive partnership with Egypt-based Craft Media to promote Arabic artists

Sony Music Entertainment Middle East and Egypt-based Craft Media have partnered exclusively to discover, sign, develop, and promote Arabic musicians and artists in the region.

The Cairo-headquartered music and event production company Craft Media was established by Hamdy Badr, a well-known Arabic producer and the manager of the Egyptian superstar Hamaki.

As revealed by a newly-shared press release, SME and Craft Media intend to "sign Arabic superstars" with their new agreement.

In March 2021, Badr and Craft Media established their initial collaboration with Sony Music Middle East. A recording, licensing, and distribution contract with Hamaki was also inked last year with Sony Music Middle East. This was the artist's first time ever signing with a global record company, according to the label.

SME claims that their collaboration with Craft Media has led to a string of hits in the regional charts, including songs by pan-Arab superstars like: Kelna Mnenjar by Wael Kfoury, Elghazala Ra2ya by Karim Mahmoud Abdelaziz, Sayrena Ya Donia by Ahmed Saad, Damayer by Elissa, and Ya Fatenny, an album by Hamaki that has hits including Law Hatsib, Zayaha Meen, La Malama and Tak.

Along with Hamaki; Maya Diab, Pousi, and Mahmoud Al Lethy are also some well-known names who are supported by Craft Media. The Voice, Carpool, and The Masked Singer shows, among other TV series, have all been delivered by the company across the region.

A joint venture record label between Sony Music Entertainment Middle East and the MENA-focused music streaming service Anghami was recently launched. The new label Vibe Music Arabia will be aiming to shed light on the independent Arabic artist community, according to SME.

General Manager of Sony Music Middle East, Mike Fairburn, states: “At Sony Music, we have always believed in the power of collaboration to foster creativity and open up new doors for our artists.

“The result of our partnership with Hamdy and Craft Media speaks for itself. 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.

“Today’s partnership sets in motion a long-term strategy to expand the influence of Arabic music and artists across the region and beyond.”

Craft Media's founder, Hamdy Badr adds: “I am overjoyed to strengthen our relationship with Sony Music through the arrangement.

“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.”

[Via: MBW]

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