Zain Records is a creative enterprise & production house rooted in East African culture. A collective of multi-layered artists with contrasting talents & skill sets, our efforts are constantly harmonized by our mutual will to Create & integrate. We specialize in the conception of musical
identities, the production & marketing of audio-visual media, event management and cultural activism
Founded in 2017 by musician, producer and talent manager
Mr. Zain Ali, Zain Records was officially launched in October of 2017.
We began as an independent record label, connecting & promoting
young, local underground artists from diverse musical backgrounds,
with the purpose of bridging the stylistic & cultural gaps in Sudanese
music and elevating its standards to modern & global heights.
Since then, we have been playing a major role in redefining the concept
of Sudanese music both locally & internationally, becoming a leading
force in the music industry in Sudan, Africa and the MENA region.
FOUNDER AND CEO
El-Zain Ali is a Transnational Cultural Architect and Cultural Diplomat at the convergence of music, technology, and social transformation — Founder and CEO of Zain Records, bridging Sudanese sonic heritage with global markets spanning Afrobeats, Electronic, and World Music. In strategic partnership with Global organizations like UNICEF, UNDP, he architects media strategies and creative campaigns through the specialized lens of Social Behavior Change (SBC) design and multimedia production. A groundbreaking producer, director, and mentor to emerging artists across East Africa, his work provokes reflection on peace, youth identity, and justice — amplifying underrepresented voices across the Global North and South.
CO-FOUNDER-INTERNATIONAL COMMUNICATIONS MANAGER
Rowa El-Tohami is a co-founder of Zain Records. She holds an MBA from Wharton and a BA from Columbia University, and brings a background in global strategy and commercial operations to the label. At Zain Records, she leads partnerships and talent development, connecting artists with the institutions, brands, and opportunities that help their careers grow. Her work is what turns creative ambition into commercial reality.
