CAIRO — Soon after the latest Marvel series "Moon Knight" aired featuring an Egyptian musical style called mahraganat, the American music company Reservoir Media, along with UAE-based PopArabia, acquired 100Copies, an Egyptian music studio that specializes in the genre.

Reservoir announced on May 10 that it also formed a joint venture with 100Copies to sign and develop Egyptian talent. One of its first deals, made in partnership with PopArabia, was with Egyptian rapper and singer Mohamed Ramadan, whose YouTube videos have received over 4.65 billion views.

Hussain "Spek" Yoosuf, the firm's vice president for international and emerging markets and also the founder of PopArabia, said in the statement, “Egyptian artists have long been a driving force in Arabic popular music,” adding that the company plans to become a major player in Arabic music, investing in talent and catalogues and spreading the music worldwide.

Founder of 100Copies Mahmoud Refaat told Al-Monitor over the phone that Reservoir will acquire part of his label's catalogue in addition to developing young artists. His studio is also in talks with other international music producers about producing mahraganat or "festival" music.