The American music label which belongs to the French group Vivendi has opened an office in Casablanca to further develop partnerships with North African artists.
The music label Universal Music Group has opened an office in Casablanca, Morocco. According to the Executive Director of Universal Music Middle East and North Africa, Patrick Boulos, the team in Morocco will discover new talent and develop business opportunities for artists and partners. He also pointed out that Morocco and neighboring countries have a lot of new artistic talent that has yet to be discovered. Universal Music Morocco is excited to present, under the leadership of Serena Safieddine, the region’s exceptional voices to the public, platforms and international partners.
The music entertainment company will focus on artists and artistic creations, as well as creative and commercial partnerships. It has strong interests in North Africa, a region that has produced many artistic talents across different musical genres and languages. The Moroccan office will work closely with Universal Music Group’s offices around the world to offer North African artists a global audience. The local team will also develop key projects with Universal Music France, considering the success achieved by French-speaking artists from the region.
The American music label’s great ambitions make it the first major company to establish a stand-alone office in Morocco, thus reinforcing its existing network in more than 60 countries around the world. Serena Safieddine, head of local business development, will work alongside Universal Music Group’s headquarters in Dubai, reporting to Universal Music Middle East and North Africa Managing Director Patrick Boulos. “I am delighted to officially launch Universal Music Morocco. We will work together with all local partners and platforms within the artist community to help showcase the region’s great talent”. Jihane Bougrine is the first Moroccan artist to sign with Universal Music Mena for her single “Madabya” (If Only).
The Universal Music Group works closely with the head company Vivendi and several of its divisions, including CanalOlympia, Olympia Production, Vivendi and Canal+. the aim is to support and develop the live music industry across Africa. Since 2018, Olympia Production has been managing executive production and artist booking for Mawazine in Morocco. Over the past two years, Universal Music Group (UMG) has created new divisions in English and French-speaking Africa, with regional hubs in Nigeria and Ivory Coast. In September 2019, UMG became the first global music company to launch a regional headquarters for Southeast Asia in Singapore, while Universal Music Vietnam is expected to open its offices in the summer of 2020. Through these strategic investments, initiatives and executive appointments, UMG is accelerating its focus on growing the entire regional music ecosystem, including recorded music, music publishing, production, live events, brand partnerships and merchandising efforts.
Be the first to comment