Tag: North Africa

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.

Get To Know Dxrk ダーク, the Phonk Artist Taking Electronic Music by Storm

February 14, 2023

If there’s any artist who can say they had a big year, it’s Dxrk ダーク. Starting 2022 as an unknown entity, the Algerian phonk producer ended the year as the most-streamed artist from the Middle East and North Africa globally. 

Last year alone, his tracks were streamed more than 232 million times by more than 19 million listeners in 182 countries, with the U.S., Mexico, and Germany representing his top markets. In total, fans streamed nearly 9 million hours of Dxrk ダーク’s music in 2022.

With fans from nearly every corner of the world flocking to his sound, Dxrk ダーク saw his monthly streams increase by 1,200% last year, and 43,000% since he released his first track, in July 2021. He’s appeared on the viral charts in 93 different nations, reaching number one in 26 of those countries and number three on the Viral 50 – Global chart. 

Dxrk ダーク’s sharp rise to fame began with the release of his hit “RAVE,” which was featured on playlists like phonk, Top Gaming Tracks, Ultra Gaming, and Hits de Internet. Since that breakout moment, “RAVE” has eclipsed 200 million streams, and Dxrk ダーク was even tapped by global pop star Sam Smith for a remix.

For the Record had the opportunity to chat with Dxrk ダーク recently, and we took the time to find out more about his inspirations, his life as a newly minted star, and what fans can expect in 2023.

What makes phonk unique compared to other genres?

Phonk is more than a genre to me. It’s a movement encompassing many different genres. Many people look at it as aggressive house music, but that’s just the tip of the iceberg. Because it’s more tied to the use of cowbells and Memphis rap-inspired vocals, you can utilize all types of dance music. It doesn’t just have to have a house sound. It just has to be raw and emotional.

What was it about phonk that inspired you to embrace the genre when it comes to your own music?

I discovered phonk in early 2017 and it wasn’t the way it is now. There’s such a grim and dark atmosphere while listening to it. My first thought was, “How can you make this dancy?”

2022 was a massive year for you in terms of new fans all over the world discovering your music. What does it feel like to have this global fan base? Were you expecting to reach this level of stardom?

It’s surreal. I never could have imagined a moment like this. But it also comes with a lot of pressure. I have a lot of people depending on me now. Every step matters.

Are there any Spotify tools you like to use to learn more about listeners? Has there been any information that’s surprised you?

Spotify for Artists is my holy grail. I choose it over any other analytic device. I watch the Audience Engagement tab religiously. It blows my mind to see how many people have added me to their personal playlists and just how big that space is in general.

Was there a specific moment where you felt like you “made it”?

There are two specific moments that come to mind. When “RAVE” hit the Global Viral 50, that’s when I first knew my life was forever changed.

But I think it became very real when Sam Smith’s team reached out to me to remix “Unholy,” which features Kim Petras and was one of the biggest hits on the planet last year.

Did you do anything or buy anything special to celebrate your successes this year?

I bought a couple of cars. A SEAT Cupra and a VW Golf 7.

Are there any artists you’re inspired by? Are there any artists you’d like to work with?

My main inspiration is Daft Punk and I wish they were still active. They’re my dream collaboration.

What can fans expect from you in 2023?

I have more major remixes planned, but I also owe my fans an album. It’s way overdue. Very excited to show them what I’ve been working on. 

Take a deeper dive into the ominous phonk sounds of Dxrk ダーク with his playlist This Is Dxrk ダーク.

 

Meet Manal, the Moroccan Artist Changing the Game

April 20, 2020

Spend a half hour with Manal, and you get the impression of an artist far more experienced than her 26 years would suggest. The Moroccan singer—who speaks three languages and commands multiple music genres including Maghreb hip-hop, Afro pop, and Afro house—is making a splash in both the local and global music scenes.

Her debut single, “Denia,” earned her the title of Best Female Artist, North Africa, at the African Music Awards in 2015, but it was her first rap song, “Taj,” that put her on most people’s radars as she tackled the region’s historically male-dominated genre.

Manal’s already having a very busy year: she’s in the middle of recording her first album, 360, pursuing a PhD, and growing the record label that she launched with her husband in 2019. For the Record recently caught up with Manal over the phone from her home in Marrakech. Read on for the full interview.   

Mabrook! Spotify is Deepening Our Commitment to Arab Culture Around the Globe

November 14, 2018

From Arabic classical and pop to gritty folk, funk, and hip-hop sounds, Arabic music is alive, poetic, energetic, and complex. This is why we are excited to announce that today, Spotify is launching in 13 new markets across the Middle East and North Africa—and making these unique sounds available to music lovers around the Arab world and beyond.

The Arab region is richly diverse, with varied musical styles and genres. Now, all users in the Middle East and North Africa will have access to Spotify’s entire catalogue of over 40 million tracks and billions of playlists, including a library of brand new, fully curated playlists available exclusively for listeners in the MENA region. From Today’s Top Arabic Hits (أفضل الاغاني العربية)—the finest and freshest hits from the Arabic world—to Feel Good Arabic Hits (احساس جديد) and dance-floor favorites on Arabic EDM (بالعربي) music fans in MENA can enjoy artists, albums, and songs across every genre for every mood and moment, all in a fully localized Arabic Spotify service with right-to-left text alignment.

The 13 new market launches increase Spotify’s total footprint to 78 total markets globally.

“I am super excited to share with you that, from today, Spotify is now available across the Middle East and North Africa,” says Cecila Qvist, Spotify’s Global Head of Markets. “Spotify is launching in MENA with a full Arabic service, dozens of locally curated playlists for every mood and moment, and access to a full catalog of millions of songs, for both our free and premium users. Music fans will also enjoy Spotify’s personalized music recommendations from day one, which will help them easily enjoy, discover, and share new music from local and international artists.”

Of course, there are many millions of lovers of Arab music living outside the MENA region. So, in addition to these 13 new markets, we are also launching a globally accessible Arab hub as part of our Global Cultures initiative, which will connect the music and culture of the Middle East with listeners everywhere.

“As an artist who lived in the Middle East for 30 years, toured the world as a musician and now lives in the U.S., I’ve experienced the differences and similarities between Arabs around the world—and how close they are, even if they’re from different places,” says Suhel Nafar, Spotify’s Senior Arab Music & Culture Editor. “The Arab hub provides the unique platform that brings the full spectrum of Arab culture and creativity, past and present. Celebrating the different dialects, styles, flavors, and sounds.”

Listeners worldwide can explore the Arab hub to find playlists such as Yalla Araby (“Let’s go Arabic”—hits from the Middle East and North Africa); Women Wa Bas (Arab female artists); ’90s Arabic Hits (big at Arab wedding parties); and Arab Indie (emerging Arabic tracks and artists). More playlists highlight essential hits from various regions and cultures, like Egyptian, Lebanese, Palestinian, Moroccan, and Syrian.

“I wanted to focus on moods and moments that are important in Arab culture and history. Stargazer is dedicated to the Arabs who originally influenced astronomy. Many people don’t know that many stars have Arabic names. ‘Altair,’ shortened from ‘Nisr Al-Tair,’ means ‘the flying eagle’ in Arabic. People can sit back and relax to the instrumental playlist, which features various genres of classical music and maqamat (traditional melodies), and enjoy a piece of our culture.”

The Arab hub provides the unique platform that brings the full spectrum of Arab culture and creativity, past and present. Celebrating the different dialects, styles, flavors, and sounds.

— Suhel Nafar, Spotify’s Senior Arab Music & Culture Editor

From the Arab hub, listeners can also navigate to Arab X, which features crossovers of songs by artists and producers from the Arab diaspora, whether Lebanese-Colombian artist Shakira or Moroccan-American rapper FrenchMontana. Newcomers to Arabic music should start with Yalla Araby or Mahraganat, also known as electro-shaabi. (“When you walk in New York past the halal carts, those are the songs they will be playing,” Suhel says.)

Music is at the core of communities around the globe. Though the instruments used, rhythms created, and topics explored may change, the desire to express ourselves remains universal. That’s why we’re so proud to bring these sounds and stories to music lovers around the Arab world and beyond.

Listen to Yalla Araby and the rest of the Arab hub on Spotify.