Warner Music has announced its strategic investment in HuManagement, a talent management agency based in the Middle East and North Africa (MENA) region.
The new deal establishes a long-term A&R scouting agreement, along with marketing and branding opportunities.
It allows Warner Music to identify and amplify artists with the potential to integrate them into its expansive global network.
HuManagement’s cutting-edge expertise in marketing, PR, bespoke social media strategies and branding will be made available to Warner Music’s roster, ensuring a holistic approach to artist development and amplification.
HuManagement encompasses a spectrum of creative disciplines including music, film, television, sports, digital media and marketing.
The agency’s portfolio boasts more than 300 creators and it is home to the region’s most sought-after artists, it says.
Iconic artists
The companies have already successfully collaborated on two artists: Saudi sensation Dalia Mubarak and the iconic Lebanese singer and TV personality, Maya Diab.
Both artists were initially identified through HuManagement’s curation process, before joining Warner Music’s banner.
Alfonso Perez-Soto, President, Emerging Markets, Warner Music, said: “As we continue to grow our operations in the Middle East and establish ourselves as market leaders, it’s imperative that we offer our artists an unrivalled service.
“By partnering with HuManagement, we are further enhancing the value we can provide to our roster and can guarantee them rounded end-to-end support, for the likes of live shows, sponsorships and brand developments.”
Co-founder of Humanagement, Hady Hajjar said: “We believe this collaboration will usher in a new wave of innovation, creativity, and unprecedented opportunities for the music and talent industry in the MENA region”.
Fellow co-founder Tarek Abou Jaoude added: “Together with Warner Music, we are poised to amplify the voices of our region’s exceptional artists and creators, setting the stage for a transformative era of cultural exchange and artistic excellence.”
Ahmed Nureni, General Manager, Warner Music Middle East, added: “HuManagement has an incredible relationship with the Middle East’s most exciting artists and through this partnership we will have access to them early on in their careers.”
HuManagement said the announcement “heralds a new era of cultural exchange and artistic innovation, poised to break down boundaries and amplify the voices of MENA’s most promising talents on the global stage.”
