Two years back, Anghami launched its production unit that came as an answer to increased demand for branded content and to fill a market demand for ‘neo arabic music’ leveraging creativity, data, network and reach that Anghami can deliver.
Various experiments were conducted such as the collaboration between Amr Diab & Marshmello, French Montana, Maya Diab, Massari to others such as Nancy Ajram, Carole Samaha, Samira Said, Joseph Atiyeh, Adham Nabulsi etc. under Anghami Originals that occupied the charts.
Along with various Anghami Sessions that users enjoyed bringing artists they love into a casual setup to perform songs in a kind of unplugged mood. The success of Sessions attracted the likes of Ragheb Alama, Nassif Zeitoun, Adonis, Yasmine Hamdane, Massar Egbari and also was extended to international artists such as Ava Max.
Anghami Productions earned its mark providing a modern flavor while remaining musically arabic and local at the core.
For Ramadan 2020 and during the lockdown, Anghami came up with a project that features artists daily throughout the month of Ramadan, from various parts of the Arab world – the selection criteria is based on data, trends and appeal to youth – each to perform with a virtual band from home in an interactive manner.
We seized the opportunity and partnered up with MBC to give artists more exposure on a primetime show hence be discovered by a wider TV audience – complemented by Anghami’s reach as content is made available exclusively on the platform by the time it’s aired on TV.
Anghami’s collaboration with 8eArt – a group of virtuoze artists led by Aleph Abi Saab, came across as the best fit to this project and we took the challenge to fill the so called Anghami Segment in Sahranin Maakom Bel Beit show – hosted by Cyrine Abdelnour & Ahmad Fahmi live on MBC1 and MBC Iraq.
Our artist teams located between Dubai, Beirut, Riyadh, Morocco, Algeria and Cairo put together a list of relevant artists that match the project criteria based on their figures and trends in the last 12 months on the platform.
Of course under the lockdown, everything has to be performed and broadcasted from home by the artist himself – no crew, no cams, another challenge was to make sure the artist is well briefed and trained to use the right tools so that production is up to the required standards.
The lineup came diverse enough covering the likes of Eissa Elmarzoug (Kuwait), Mohamed Al Shehi (UAE), Mahmoud Esseily (Egypt), Joseph Attiyeh (Lebanon), Tarek Elharbi (Saudi Arabia), Mohamed Assaf (Palestine), Zakaria Ghafouli (Morocco), Amine Babylone (Algeria) among others from various regions performing different styles from Khaeeji to pop to Rai to spiritual even hip-hop with Saudi rapper LilEazy.
The combination of the above diverse artist backgrounds and the modern arrangement by 8eArt featuring arab musicians – but also others from France, Spain, US and Nigeria delivered great performances characterized with a western arabic fusion – that went viral and trending in Anghami charts.
Once again, Anghami levels up its capabilities to deliver on top-notch production and promote local music and talents – inline with its commitment as a local platform to deliver the best to users, artists and help evolving and promoting the arabic music scene with a western twist.
Here are some of the videos’ links: