The deal includes a long-term scouting agreement, as well as marketing and branding opportunities for HuManagement’s artists.
Warner Music has announced a significant strategic investment in HuManagement, a talent agency based in the GCC (Gulf Cooperation Council) region. HuManagement represents artists from across the Middle East and North Africa (MENA) and boasts a diverse portfolio of more than 300 creators.
HuManagement has established itself as a trailblazer in the entertainment sector, encompassing a wide spectrum of creative disciplines including music, film, television, sports, digital media, marketing, and beyond. The agency is renowned for its role in shaping cultural narratives across the MENA region.
The newly formed partnership establishes a long-term A&R scouting agreement between the two entities, in addition to providing marketing and branding opportunities. Warner Music will leverage this partnership to identify and amplify emerging talents within the region and integrate them into its extensive global network.
Moreover, HuManagement’s expertise in marketing, public relations, tailored social media strategies, and branding will be made available to Warner Music’s roster. This holistic approach ensures comprehensive artist development and amplification.
The companies have already successfully collaborated on two artists: Dalia Mubarak, a sensation from Saudi Arabia, and the iconic Lebanese singer and TV personality, Maya Diab. Both talents were initially discovered through HuManagement’s curation process before flourishing under the Warner Music banner.
Commenting on the deal, Alfonso Perez-Soto, President of 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.”
The co-founders of HuManagement, Hady Hajjar and Tarek Abou Jaoude, are highly optimistic about this partnership with Warner Music. Hady Hajjar added: “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.”
Tarek Abou Jaoude stated: “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, commented: “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. We’ve already enjoyed success with Dalia and Maya, and we believe there are many more potential superstars we can identify through this collaboration.”