Sony Music enters exclusive partnership with Egypt’s Craft Media to ‘sign Arabic superstars’ – Music Business Worldwide

Sony Music Entertainment Middle East and Egypt-based Craft Media have entered into an exclusive partnership to sign, produce and promote Arabic artists and music across the Middle East.

Craft Media, a Cairo-headquartered music and event production company, was founded by prominent Arabic producer Hamdy Badr, manager of Egyptian superstar Hamaki.

According to a press release, via the new partnership, SME and Craft Media will aim to “sign Arabic superstars”.

Badr and Craft Media first partnered with Sony Music Middle East in March 2021.

Sony Music Middle East also signed an exclusive recording, licensing and distribution agreement with Hamaki last year, marking the first time the artist ever signed to an international record label.

SME says its partnership with Craft Media has resulted in a series of hits in the regional charts, including songs by pan-Arab superstars such as: 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 features hits like Law Hatsib, Tak, Zayaha Meen and La Malama.

In addition to Hamaki, Craft Media is behind stars like Maya Diab, Pousi and Mahmoud Al Lethy.

The company has also helped deliver numerous TV programs in the Middle East, including The Voice, Carpool and The Masked Singer shows.

Elsewhere at Sony Music Entertainment Middle East (SME), the company recently launched a joint venture record label with MENA focused music streaming service Anghami.

According to SME, the new label, Vibe Music Arabia, will “support the independent Arabic artist community” in Saudi Arabia, wider GCC and Levant.

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

Mike Fairburn, Sony Music Middle East

Mike Fairburn, General Manager, Sony Music Middle East, said: “At Sony Music, we have always believed in the power of collaboration in spurring innovation and creating new opportunities 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.”

“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.”

Hamdy Badr, Craft Media

Hamdy Badr, Founder, Craft Media, added: “I am extremely delighted to strengthen our partnership with Sony Music through the agreement today.

“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.”Music Business Worldwide