Influences
Imane Fassah: “Moroccan Rap Knows No Boundaries”
Warner Music MENA bolsters its play by signing three heavyweights of Moroccan rap and aims to propel local beats onto the global stage. The North Africa General Manager of this record label unveils the behind-the-scenes of this sonic push.
Warner Music MENA, the operational arm of Warner Music Group in the Middle East and North Africa, ramps up its crusade to amplify Moroccan music beyond borders.
By enlisting three flagship figures of rap and urban music, the label bets on singular artistic universes to conquer international playlists. Imane Fassah, at the helm of the North African branch, sheds light on this strategy that blends local roots with global ambition.
How does Warner Music MENA plan to position local artists on the international market?
Exporting talent is now a critical challenge for Morocco’s music industry. There is growing interest from artists and audiences—particularly in Europe and often within the diaspora—for musical productions from North Africa. Numerous opportunities exist to strengthen this bridge between the two shores of the Mediterranean.
As a regional subsidiary of Warner Music Group, which has operated globally for decades, Warner Music MENA leverages the resources needed to develop our artists beyond the borders of the Kingdom.
Our strength also lies in our presence across the MENA region (Casablanca, Cairo, Dubai). This allows us to work closely with artists, opening a window to the entire region and, more broadly, to the world.
What truly changes for these artists now?
Dizzy Dros, Kouz1, and Snor are artists with distinct identities, each boasting a strong artistic universe. Our role will be to help them push the boundaries of creativity and success by providing resources and an expanded network beyond Morocco’s borders.
Do you assign local teams to them in Morocco, or is everything done remotely?
We have had a subsidiary in Casablanca for years, with a local team deeply versed in Morocco’s musical and cultural specificities, the MENA region, and international markets. We are present to address artists’ on-the-ground needs and support them daily in strategic planning.
How does collaborating with local labels like Mimesis Prod strengthen your approach to developing rap and urban music talent in Morocco?
Local and independent players, such as Mimesis Prod, have long shaped Morocco’s musical landscape across multiple industry layers. By joining forces, we multiply our ability to elevate talents to greater exposure.
