Warner Music expands its partnership and investment in Serbian label Mascom Records.
Warner Music announces the acquisition of a stake in Serbian record label Mascom Records. The two entities have enjoyed a successful relationship for over two decades, with Mascom acting as Warner Music’s local distributor. This new partnership sees the two companies working together to build a roster of local artists, with the opportunity for artists to integrate into Warner Music’s global network.
Through their partnership, the two companies have been working with Serbian TikTok star Sergej Pajić on his latest releases, “Kabul,” and “Mia Bella.” Pajić is widely considered one of the most influential TikTokers in the region. His videos have accrued more than 12 million views on YouTube with over 350,000 followers, more than a million on TikTok, and 36,000 monthly listeners on Spotify.
“This is a landmark development within the South East Europe region, says Izabela Ciszek-Podziemska (pictured), General Manager of Warner Music South East Europe. “By investing in Mascom, we’ll have the infrastructure and a team of local experts on the ground to discover great new talent while we can tap into Warner Music’s fantastic global network to give artists the opportunity to become global superstars. Sergej is a great example of someone we hope to see on the global stage soon.”
“We’re delighted that Warner Music has made this investment into our company,” says Mascom CEO Slobodan Nesovic. “We’ve enjoyed a great relationship over the years and this next stage of our partnership will allow local Serbian artists to join a major record label and enjoy worldwide success. It’s an exciting time for our company and the Serbian music industry.”
Mascom Records has built a presence in Serbia for over 20 years, representing artists in genres ranging from classical to pop and jazz to electronic music. It has also acquired an extensive catalog of Yugoslav-era music.
Some of the artists Mascom has worked with include Disciplin A Kitschme, Električni orgazam, Struka, Prti Bee Gee, Bad Copy, Sergej Pajić, Marko Louis, Kanda Kodža i Nebojša, Eyesburn, Ritam Nereda, Isidora Žebeljan, Mladabeba, Ivan Jegdić, Keni nije mrtav. Mascom Records is part of the Mascom group of companies, which in addition to music, operates in book publishing, artist representation, and entertainment retail.