Ten new Moroccan musicians from various musical genres were signed by Universal Music Group (UMG) to launch its Moroccan operations.
On Wednesday, the UMG local team held a conference in Casablanca to announce the official start of UMG activities in the region.
Hamza EL Fadly, Iguidr, Kenza Blanka, Ljasos, Lord Mehdi, Raiss, and Smerxa are among the signed musicians. According to the DayFREuro media outlet, the musicians will receive support for at least two years in both the studio and during live performances.
The goal of the establishment of Universal Music Morocco is to find and nurture musical talent across North Africa and to bring Moroccan music to a larger worldwide audience.
The Universal Music Group opened a branch in Morocco, known as Universal Music Morocco & North Africa as of June 2020. It opened offices in Casablanca three years later.
The subsidiary serves as the regional center for business for all of North Africa and supports local and international talent in Morocco and the Maghreb.
UMG Morocco & North Africa also seeks to promote Moroccan music and provide new chances for Moroccan musicians and their culture.
According to UMG, its primary objective is to establish a distribution system, partnerships, and support in the industry.
In addition, Universal Music Morocco emphasizes business and creative alliances to develop projects in collaboration with UMG offices around the globe to ensure that regional North African artists can now reach audiences everywhere.
UMG Morocco will work under the direction of local business executive Serena Safieddine, and will report to Patrick Boulos, CEO of Universal Music MENA.
Sylvain Mahy, the new general manager of the Group in Morocco and North Africa, was announced by Universal Music Group on their website. Sylvain Mahy will supervise the creative direction of Universal Music, including the discovery of fresh talent and the signing of artists.
UMG is the first major music firm to open offices in Morocco, in addition to its existing network of UMG activities in more than 60 countries globally.
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