Tag: Amr Diab

Akshat Harbola, Spotify’s MENA Managing Director, on the Creative Vibrancy of the Region

November 14, 2023

Akshat Harbola, Spotify’s Managing Director of Middle East, North Africa (MENA), and South Asia is a massive rock music fan. Egyptian indie-rock band Cairokee, Abdul Hannan from Pakistan, and Jadal from Jordan top his playlists—showcasing a captivating blend of talents from the markets he oversees. The Middle East and North Africa is a vast, rapidly changing region that is categorized in particular by its young demographics, increasing digital landscape, and fast-growing music market. And all that was set to hyperspeed when Spotify first entered the region five years ago. 

Akshat Harbola

“At the heart of MENA’s digital landscape is its youthful, tech-savvy demographic, who hold a profound appreciation for both global and local content,” Akshat told For the Record. “Platforms like Spotify act as catalysts for this cultural exchange, enabling users to discover and share new music genres and podcasts. Countries like Egypt, Saudi, UAE, Morocco, Iraq, and Algeria are at the forefront of content sharing on Spotify, showcasing a community-driven digital culture.”

In honor of Spotify’s five-year anniversary in the region, For the Record chatted with Akshat about his auditory observations. 

What are some notable similarities and differences around music listening across MENA? 

The musical preferences across the region are as diverse as they are interconnected, especially when venturing beyond local genres. While Khaleeji music finds a strong foothold in Saudi, Egyptian pop, local indie, and local rap are favored in Egypt. This local appreciation also meets a growing affinity for global genres like K-Pop, U.S. rap, and Afrobeats, painting an eclectic musical canvas.

Having high rates of internet penetration have been pivotal in catalyzing this engagement. Saudi Arabia is at 99% and Egypt is nearing 80%. Consumers’ preference for mobile Spotify streaming really illustrates this digital savvy and hyper-connected MENA demographic. The popularity of streaming Spotify on gaming consoles in Saudi Arabia, a market where 80-90% of the population identifies as gamers, also indicates the hyper digital culture in the region.

MENA’s music market is on an upward trajectory, with IFPI statistics spotlighting it as the world’s fastest-growing music market in 2021, and ranking third in 2022, with 23.8% year-on-year growth. Streaming dominates the market, holding a 95.5% share, the highest globally. 

The region’s incredible music and artists are streamed in huge numbers abroad. What does this tell you about MENA’s global impact? 

On Spotify, music genres from MENA have grown by over 170% between 2019 and 2022. Some of the most exported genres we are seeing include Egyptian pop from Egypt, Amazigh from Morocco, and Khaleeji from Saudi Arabia, thus reflecting the rich diversity of the sounds emanating from the region. The rising international streaming of MENA music reflects the region’s creative vibrancy and the evolving tastes of today’s young Arab listeners. 

There’s also been a surge of new creators and a rising popularity of local hip-hop and indie music, driven largely by Gen-Z listeners and young artists. They blend local and global sounds, moving towards a more fluid musical narrative that doesn’t box them into a singular identity. This shift towards experimentation in musical expression is gaining traction in the wider music scene, with increased cross-border collaborations among artists. More artists are embracing multilingualism in their music, and diaspora artists like Saint Levant and Elyanna are reconnecting with their home cultures. Artists like Issam Al Najjar and kouz1 are also finding audiences beyond MENA, with tracks like “Hadal Ahbek” resonating in Indonesia and kouz1 gaining fans in the Netherlands. 

The growing global interest in MENA music, as seen by the nearly 40% yearly increase in MENA artists streaming outside the region from 2019 to 2023 on Spotify, signals a promising outlook for the Arabic music scene on the global stage.

What streaming trends are you noticing? 

We are really pleased with the evolution of local consumption that has been taking place on Spotify. Earlier this year, we welcomed Saudi Arabia’s music production label Rotana with its full catalog on our platform, encompassing over 10,000 songs by a variety of over 100 legendary Arab artists from across the region. With that, we are seeing more Khaleej music being consumed in Saudi. And when we look at our Spotify Charts and our annual Wrapped results in markets like Egypt and Morocco, we see predominantly local songs and artists being streamed the most. 

How about podcasting? 

Podcasting in MENA is witnessing an exciting momentum, with a notable surge of 223% in average daily podcast listening hours from November 1, 2021 to September 10, 2023. A particular highlight is the popularity of long-form interviews in Saudi Arabia. According to a recent YouGov study, MENA markets boast the highest percentage of heavy podcast listeners, with Saudi Arabia leading, as an impressive 67% of adults tune into podcasts for an hour or more weekly.

This burgeoning interest is further fueled by the creativity of independent creators, who bring unique shows like the Karohat comedy podcast in Egypt and Al Salfa in Saudi. Additionally, mainstream media entities like The National and CNN Business Arabic are embracing this trend by incorporating podcasts into their content strategies, thereby expanding the podcasting realm.

The podcast genres resonating most with listeners include society and culture, comedy, and mental health and self improvement, as seen in popular shows Kanbet El Sabit in Saudi and Eshtrey Menny in Egypt. The diversity in content is exemplified by top shows like Finjan with Abdul Rahman Abu Maleh, Jinaya, #ABtalks, and Droos Podcast, each offering a unique narrative, contributing to a rich and evolving podcast culture in the region.

Looking forward, what are some of the continued opportunities for creators? 

It’s exciting. Our RADAR and EQUAL Arabia programs are close to our hearts, and the impact they’re having is pretty incredible. Artists in these programs are not just seeing their streams skyrocket—which is awesome—but they’re also getting some amazing opportunities that go way beyond our platform. Our Saudi EQUAL Arabia Ambassador, Zena Emad, has recently collaborated with Alan Walker on a new version of his single “Land Of The Heroes,” featuring Sophie Stray. Having Zena on the record was like a nod to Saudi’s influential gaming culture and a celebration of the Arabic music scene. Another movement we are particularly excited about is the growing scene of women artists in indie music, and we are excited to see this continue to grow into 2024.

Catch the biggest hits from the Arab world on Yalla.

From Egyptian Pop to Indian Bollywood, R3HAB Tastes the World’s Many Sonic Flavors

April 7, 2020

These days, Dutch house producer R3HAB is looking past borders and across the seas for inspiration.

His songs usually fit along nicely with those of fellow Dutch DJs like Afrojack and Hardwell, delivering pulsing beats with a pop flourish. But recently he teamed up with a force from farther south—Egyptian superstar Amr Diab, whose warm, lively croon sails over sparkly synths and a syncopated Dutch thump on a remix of Diab’s 2019 hit “Youm Talat.”

Mixing music of different cultures is often easier said than done, but for R3HAB, this and other recent globe-trotting collaborations came about naturally. “I love the Middle East. I love Southeast Asia. I love India. I love the food, I love the culture, I love the people,” the 34-year-old DJ and producer tells For the Record. “I always listen to all types of music, so it doesn’t matter where it’s from. Spotify stimulates this with their playlists from music all around the world. I just turn those on, and I don’t try to put what I hear in a box.” R3HAB’s appetite for music from all around the world is on full display in his new track—a collaborative cover of the Radiohead song “Creep” featuring DJ/producer/remixer GATTÜSO. Their creative take on the rock classic is the first-ever “mint Singles,” a spin-off of the popular Spotify Singles series and companion to our flagship dance playlist, mint.

Born Fadil El Ghoul, R3HAB grew up in the southern Netherlands city of Breda, where Hardwell also grew up. Dutch house has long had an eclectic streak—Afrojack’s “Moombah” remix was the source code for the freaky fusions of moombahton, after all. And R3HAB takes his own free-flowing approach to dance music, borrowing and reinventing at will.

But he hit a whole new level of cultural engagement when he performed last year at MDL Beast, a massive music festival in Riyadh where R3HAB delivered show-stopping performances. Tens of thousands of fans sang along as he laid down remixes and pumping beats for the likes of Egyptian star Mohamed Hamaki and Saudi legend Rabeh Saqer.

Diab also appeared onstage at MDL Beast, where he and R3HAB unveiled the remix of “Youm Talat.” R3HAB loved the idea of working with the Egyptian great; his mom is a huge fan, and he’s made an indelible mark on pop music from Cairo to Times Square. Diab reached out to R3HAB before the Riyadh festival, sending him the studio recordings of the track and other songs so the younger artist could rebuild them as remixes.

The original “Youm Talat” bursts with Diab’s trademark Mediterranean rhythms and lovestruck lyrics sung in the Egyptian dialect. On the remix, R3HAB keeps Diab’s vocals—instantly recognizable to any fan of Arab pop—but swaps out the Andalusian accordion and Cairo party beat for a silky-smooth sound fit for the peak hours of a late-night dance party. “We made a totally new version with a totally different feel, and he loved it so much,” R3HAB says. “We’re actually working on more music now.”

In addition to reworking Diab’s music, R3HAB teamed up recently with Indian songwriter Qaran Mehta to record “Ki Kehna,” a nightclub ballad that combines Dutch house with swooning Bollywood pop. It’s projects like these that distinguish R3HAB as a global-minded innovator. 

“R3HAB is a really talented DJ and producer, building his career very well over the last years,” says Wilbert Mutsaers, Spotify Head of Music Benelux. “He’s in our perspective one of the most hardworking, friendly, and motivated Dutch DJs we know, and also very actively involved in promoting his own music and collabs.”

Indeed, wherever R3HAB is, he’s always hungry for new sounds and collaborators. “It’s actually similar to my food,” he says. “I like to taste all kitchens all around the world.”

Hit play on Spotify’s flagship dance playlist, mint, to hear R3HAB’s and GATTÜSO’s new remix of the Radiohead classic “Creep.”

Egyptian Star Amr Diab Sings for the Whole World

November 12, 2019

Amr Diab is perpetually falling in love. His easy smile and sing-along melodies carry a deep yearning, his lyrics full of heartfelt sighs and eloquent entreaties. It’s no wonder the term habibi—Arabic for “my dear” or “my darling”—figures so prominently in his greatest hits. “Yalla, let’s go! Come my darling, come!” Diab cries in the title track of his forthcoming album, Ana Gheir. “How many times will we live?” 

Born in the coastal city of Port Said, Diab came of age when the country was going through a major transition in pop. The golden age of the 1950s and ’60s was a time for greats like Umm Kulthum and Abdel Halim Hafez. Their music was steeped in Arabic classical traditions, prizing orchestral formalism, powerful crooning, and displays of musical rapture. 

But by the time Diab began his career in the early ’80s, studios were more high tech and the rise of “world music” had generated a greater international interest in Arabic sounds. Soon, artists like Diab, Syria’s George Wassouf and Algerian raï maestro Khaled were reinventing pop across the region, championing eclectic new styles. While Kulthum was celebrated for singing poetry in classical Arabic, Diab’s lyrics were usually written in the Egyptian colloquial dialect, which helped him connect to a younger audience. On the radio, hits like “Nour El Ain” (“Light of the Eye”) and “Tamally Ma‘ak” (“Always with You”) combined the syncopated beats and vocal refrains of Cairo street music with swooning Andalusian guitar licks and galloping flamenco rhythms.

Famed for his lovestruck lyrics, steamy Mediterranean grooves, and techno ballads, Diab has since vaulted from his place as one of Egypt’s biggest stars in the ’80s to a position on the global stage—on Spotify, most of his streams come from the United States, Sweden, and Germany. “Music is a language that speaks emotions and not only words. I am blessed to have touched people around the world with my music,” Diab tells For the Record. “Spotify has allowed so many artists to connect with fans beyond borders and I am glad for that.”

“What Amr Diab was doing, from the beginning, really, was look [sic] to the Mediterranean for his sound,” explains Saeed Saeed, a prominent music and culture journalist who covers Arabic arts and entertainment for United Arab Emirates-based newspaper the National. According to Saeed’s research, one of Diab’s biggest influences was the Gipsy Kings, the world music stars from the south of France whose love for flamenco, salsa, and Andalusian folk comes through in many of Diab’s ballads. “From what I was told, he absolutely loved the Gipsy Kings. He devoured their records, and he really wanted that sound,” Saeed says. 

The latest singles from his newest effort, Ana Gheir, reflect Diab’s admiration for Mediterranean sounds and romantic lyrics. For instance, the album’s aforementioned title track translates to  “I Am Different,” and over plucks of nylon-stringed Spanish guitar, the song tells the story of a man promising his new love that he’s not like the rest of the guys. Meanwhile, “Youm Talat” (“A Tuesday”) unfolds with an Egyptian maqsoom rhythm and Mediterranean accordion and Diab’s reveling in delightful wordplay as he swoons over three ladies. 

Diab’s continent-crossing sounds and relatable lyrics are what’s helped the singer win over audiences not just in the Arab world, but across the globe. “He took Arabic pop music into a new direction, so for that he’s deeply important,” Saeed says. “His music is quite universal.” A 2013 tour celebrating Diab’s nearly four-decades-long career saw him playing sold-out concerts as far off as Australia, Romania, and Greece. He was even recognized by the Guinness World Records in 2016 for the record-breaking number of trophies he’s taken home in the annual World Music Awards. Now, to celebrate his legacy and global impact, Diab will be appearing November 12 on a billboard in Times Square. 

No matter where he is in the world, the swooning singer shines like the moon in the night, always encouraging sweet thoughts of habibi. 

Take a listen to This Is Amr Diab for all things lovely.