EdTech platform Maharat, widely regarded as the Arab world’s answer to MasterClass, has launched a new feature designed for on-the-go learning. The company introduced “Playlists,” offering condensed, bite-sized versions of its courses from leading regional experts in business, music, and fashion.
A Regional Answer to Doom-Scrolling
The new Playlists feature delivers key insights from Maharat’s extensive courses in short, two-to-three-minute clips. This format is strategically designed to capture the attention of users accustomed to short-form content, providing a productive alternative to passive social media consumption.
“Playlists are our answer to doom-scrolling, offering Arab audiences something refreshing, positive and valuable,” said Arman Khederlarian, CEO and co-founder of Maharat.
Launched in February, the subscription-based platform debuted with classes from prominent figures such as Toufic Kreidieh, Executive Chairman of Brands for Less Group; celebrity make-up artist Bassam Fattouh; and Lebanese singer Ragheb Alama.
Curated Content for the Arab World
A core element of Maharat’s strategy is its deep focus on creating content that is culturally and professionally relevant to the MENA region. The platform collaborates closely with instructors from across the Gulf and the Levant to ensure lessons resonate with a diverse Arabic-speaking audience.
“We collaborate with instructors to ensure their masterclasses are delivered in a dialect that feels authentic to them while also being widely understood throughout the Arab world,” Khederlarian explained.
He added, “Whether it’s music, acting, business, beauty or cooking, we are curating content that is native to the dynamics and nuances of the Arab world and we then extract learnings that can be generalised to as wide of an audience base as possible.”
Empowering a New Generation of Entrepreneurs
For instructors like Toufic Kreidieh, the platform is an opportunity to share hard-earned, practical advice with aspiring founders and professionals. His masterclass aims to provide tangible strategies for building and scaling a business in today’s competitive landscape.
“My goal with this masterclass is to provide a practical, step-by-step guide to building and growing a successful business,” Kreidieh stated. “I want students to walk away with real-world strategies they can apply immediately – whether they’re launching a start-up, scaling an existing business or simply looking to develop an entrepreneurial mindset.”
Kreidieh emphasized that success stems from a commitment to continuous learning and adaptation, a mindset Maharat aims to foster among its users.
Democratizing Access to Expertise
Khederlarian positions Maharat not as a replacement for traditional education but as a vital tool for democratizing knowledge. The platform seeks to eliminate the financial, geographic, and societal barriers that can prevent individuals from accessing world-class expertise.
“While in-person education will always be valuable, online learning allows us to eliminate financial, geographic and societal barriers, giving more individuals access to previously unattainable expertise,” he said. “In today’s digital age, platforms like Maharat are critical to the future of education in the Arab world.”
About Maharat
Maharat is a subscription-based online learning platform that provides professional masterclasses taught by leading experts and celebrities from across the Arab world. Available online and via a mobile app, it offers a wide range of courses in fields such as business, music, fashion, and cooking, with content specifically curated for the MENA region.
Source: The National
