SONY MUSIC CRAFTS A MIDDLE EAST DEAL

Sony Music’s Middle East division and the Egyptian music/event production company Craft Media have struck an exclusive partnership to sign, produce and promote Arabic artists and music in the Middle East.

Division personnel have worked with Craft Media and founder/producer Hamdy Badr since early 2021, the partnership turning out regional hits by Hamaki (pictured), Wael Kfoury, Karim Mahmoud Abdelaziz, Elissa and others. In October Hamaki became the first Arabic artist to perform in Fortnite as part of its Soundwave Series concert.

Said Sony Music Middle East GM Mike Fairburn, "The result of our partnership with Hamdy and Craft Media speaks for itself. Craft’s creative prowess, coupled with our years of experience in the music industry and international network of talent and collaborators, gives 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,” Badr said.