Reservoir and PopArabia have also acquired several of Mashrex’s previous releases, which will be integrated into their catalogues.
Independent music company Reservoir Media and PopArabia, the music publisher and independent music company in the Middle East and North Africa (MENA), have announced a joint venture with Saudi Arabian hip-hop label Mashrex.
The companies will jointly release new music under the Mashrex brand. Additionally, the deal includes the acquisition of several previous releases, which will be integrated into Reservoir’s and PopArabia’s respective catalogues.
As part of the acquisition, PopArabia will now manage Mashrex’s YouTube channel, which houses the label’s previous releases and boasts over 385K subscribers. Upcoming releases under the deal are planned for this summer with a full release schedule to follow throughout the year.
Founded by writer, producer, and rapper Ameer Mashhour, Mashrex has been influential on Saudi Arabia’s growing local hip-hop scene as one of the few labels specialising in Khaleeji rap (Khaleeji refers to the “Gulf Arabic” dialect). Mashhour first began releasing music videos in 2016 on YouTube and grew a regional fanbase. The label works with a team of local collaborators and is a creative hub for recording and production in Jeddah.
Speaking about the new deal, Spek, PopArabia Founder and Chief Executive Officer/Reservoir Executive Vice President of International and Emerging Markets, said: “Due to its population and outsize influence, the rapid development of entertainment in Saudi Arabia has a major impact on the regional music ecosystem. Working with Ameer and Mashrex is an exciting opportunity for us to capitalise on their existing brand and build on the growth and influence of hip-hop across the Gulf and MENA. We’ve already landed a synch for the catalogue in a regional film, which I see as an indicator of what the future holds.”
Reservoir Founder and Chief Executive Officer Golnar Khosrowshahi added: “Our deal with Mashrex bolsters Reservoir’s robust emerging markets strategy, and as Saudi Arabia continues to make investments in music and as hip-hop’s popularity continues to surge, we expect to see strong growth from this market. We deeply appreciate the chance to demonstrate the cultural importance of sharing diverse regional music on a global scale.”
Mashhour commented: “Mashrex is one of the pioneers of hip-hop in the Arabian Gulf and in Saudi Arabia, in particular. We come from humble beginnings in Jeddah City with a story to tell, and through this partnership with Reservoir and PopArabia, our goal is to take Saudi hip-hop to a global audience.”
