As the Middle East and North Africa (MENA)'s music market continues to grow, Warner Music Group has made a "strategic investment" in Dubai-based talent agency HuManagement.

Invested: WMG did not disclose any financial or ownership details of the investment but noted HuManagement's regional reach with a "distinguished" roster of over 300 clients across music, film, television, sports, digital media, and marketing. The deal includes a longterm A&R scouting agreement as well as marketing and branding opportunities while HuManagement’s marketing, PR, social media strategies, and branding will benefit WMG's roster.

The companies have already worked together on two artists, Saudi artist Dalia Mubarak and Lebanese singer and TV personality Maya Diab, both of whom were scouted by HuManagement and subsequently signed by Warner Music.

What they're saying: "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," said Alfonso Perez-Soto, President, Emerging Markets, Warner Music. "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."

HuManagement Co-founder 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."

More MENA: The MENA region has gotten noticed as an area of opportunity for the music industry, with notable acquisitions and investments including Universal Music Group‘s acquisition of Chabaka Music this summer. In 2021, Warner acquired a minority stake in Middle Eastern record label Rotana Music and last year acquired MENA music distributor Qanawat Music.

The MENA region posted the world’s third highest growth rate in 2022, with revenues from recorded music increasing 23.8% to $94 million. Streaming accounted for the majority of the market, accounting for a 95.5% share of total revenues.