Baku:Whynow Holdings Limited, a UK-based media, entertainment, and merchandise group, has announced the completion of its acquisition of E.M.P. Merchandising (EMP) from Warner Music Group. This announcement was made on the sidelines of Gateway Gulf 2026.
According to Bahrain News Agency, EMP operates as a European merchandise and fan commerce platform that caters to music, film, and gaming audiences across 18 countries, generating annual revenue exceeding £150 million. This acquisition enhances Whynow's presence in continental Europe by integrating EMP's ecommerce platform, customer base, and technology capabilities with Whynow's artist relationships, merchandise expertise, and media content capabilities.
Bahrain Mumtalakat Holding Company, the Kingdom of Bahrain's sovereign wealth fund and an existing investor in Whynow, played a pivotal role in facilitating the transaction. Mumtalakat assisted Whynow in structuring the acquisition and utilized its international network and relationships with Aquarian Holdings and Bleckmann to assemble financial and operating partners. Additionally, Mumtalakat committed capital to support the acquisition and Whynow's future growth.
Post-acquisition, Whynow aims to bolster EMP's focus on music merchandise, cultivate direct relationships with artists and rights holders, and expand its range of premium and exclusive products. The company also intends to leverage data and technology to enhance customer engagement and operational performance.
The collaboration presents a platform to explore opportunities in Bahrain and the broader Gulf region, potentially connecting Whynow and EMP's international artist network, content, and fan commerce with the region's burgeoning creative economy. This transaction aligns with Mumtalakat's strategy of supporting portfolio companies through investment and international partnerships, while exploring avenues to link global businesses with Bahrain and the wider region.