In a significant move to bolster the region’s creative landscape, Anghami, the leading music and entertainment streaming platform in the Middle East and North Africa, has partnered with Samsung Electronics MENA to launch ‘I Am the Scene’. This regional initiative is designed to support and empower emerging artists across the Middle East by merging cutting-edge mobile technology with musical artistry.
Bridging Tech Innovation and Musical Artistry
At the heart of the campaign are Samsung’s latest foldable devices, the Galaxy Z Fold7 and Galaxy Z Flip7, which are positioned as all-in-one creative studios. The initiative showcases how artists can leverage these smartphones to compose, record, film, and edit their musical projects with professional precision. Advanced features such as Nightography and Galaxy AI-powered editing tools, including Audio Eraser, are highlighted as key enablers for musicians to perfect their recordings and bring their creative visions to life.
Mentorship From Regional Music Icons
To guide and inspire the next generation of talent, ‘I Am the Scene’ features collaborations with two of MENA’s most influential artists, Sultan Al Murshed and Marilyne Naaman. The established musicians are leading hands-on workshops, sharing their industry expertise and demonstrating how the Galaxy devices can elevate every step of the creative process. As a testament to the technology’s capabilities, they produced their own collaborative track entirely on the Galaxy Z Fold7, demonstrating the potential of mobile-led music production.
A Commitment to Regional Creativity
The partnership underscores a shared commitment to fostering self-expression and providing young artists with the tools needed to gain visibility.
Omar Saheb, Regional Chief Marketing Officer and Vice President of Marketing and Online Business at Samsung Electronics MENA, said: “’I Am the Scene’ is more than just a collaboration. By merging Samsung’s groundbreaking foldable technology with Anghami’s powerful platform, we’re giving young artists the tools to step into the spotlight and share their stories with the world. This campaign is a testament to our unwavering commitment to unlocking creativity and self-expression across the region.”
Ramy Al-Kadhi, Head of Commercial at Anghami & OSN+, added: “Our partnership with Samsung continues to break barriers for emerging talent in MENA. ‘I Am the Scene’ is a celebration of the region’s vibrant music culture, and we’re thrilled to provide a platform where innovation meets artistry. Together, we’re shaping the future of music by giving creators the tools they need to succeed.”
About Anghami
Anghami is the leading multi-media technology streaming platform in the Middle East and North Africa (MENA), offering a comprehensive ecosystem of exclusive premium video, music, podcasts, and live entertainment. Launched in 2012, Anghami was the first music streaming platform to digitize MENA’s music catalog. Headquartered in Abu Dhabi, UAE, the company boasts over 120 million registered users and has established partnerships with 47 telecommunication companies across the region. In April 2024, Anghami joined forces with OSN+, creating a digital entertainment powerhouse with an extensive library of content.
Source: Zawya
