Universal partners with Wassim Slaiby to launch Universal Arabic Music

The launch coincides with Arab American Heritage Month in the US. UAM will focus on promoting Arab music and musicians in the Middle East and North Africa (MENA) region to audiences around the world. It will also create opportunities to advance Arabic music and culture with global partners, platforms and brands.

The new label says it is building a team of experts who speak Arabic and have a deep understanding of Arabic music and culture. The team will work alongside UMG’s labels in the US, UK, Brazil, France, Germany, Australia and Mexico as well as UMG’s existing operations in the MENA region.

The label’s first signing is 17-year-old Jordanian singer-songwriter Issam Alnajjar whose debut single ‘Hadal Ahbek’ has amassed more than 3 billion views on TikTok.

“In today’s global music marketplace, we’ve demonstrated time and again that worldwide hits come from anywhere,” UMG chairperson and CEO Sir Lucian Grainge said. “There is so much talent in this part of the world that with Sal’s incredible experience and intimate knowledge of the MENA region, alongside his track record for helping to break global artists, he will bring a unique vision, strategy and power to UAM.”

Republic Records founder and CEO Monte Lipman said: “Sal’s clear vision and blueprint for Universal Arabic Music will become a catalyst for Arabic music in the marketplace. His ability to identify, curate and deliver talent globally remains a force of nature. The cultural importance of music from the MENA region crossing boundaries and reaching all corners of the world is long overdue.”

UAM CEO Slaiby, who also manages big acts like The Weeknd, French Montana and Nav, said: “It’s been my dream to highlight the talent and culture of Arabic music on a global level with partners that I trust and admire.”

The move follows rapid growth of Arabic music in the region, which soared 37.8% in 2020 year-on-year, according to the recently published International Federation of the Phonographic Industry’s Global Music Report. The region largely contributed to the 8.4% spike in recorded music revenues in the Africa and Middle East region.

Experts say that social media and the large Arabic diasporas around the world, including in the US, Brazil and Latin America, have been responsible for the growing consumption of Arabic music.