DUBAI: Spotify this month introduced Fresh Finds Saudi: Class 2k24, the first iteration of a program dedicated to the promotion and development of the emerging music scene in the Kingdom.
“We’re incredibly thrilled to launch Fresh Finds Saudi: Class 2k24 and are eager to see the impact it will have on the career growth of the selected artists,” Akshat Harbola, managing director of Spotify in the Middle East and North Africa region, told Arab News.
The program, which ran from Nov. 6 to 11, represented “a long-term investment in nurturing up-and-coming talent, starting with a residency format this year,” he added.
It brought together four local talents who feature on Spotify’s Fresh Finds Arabia playlist, a showcase of the best new music by independent artists and labels from the region: BrownMusic, known for merging Arabic and English lyrics with contemporary experimental electronic beats; hip-hop artist Grzzlee; Kali-B, a singer, songwriter and producer; and Seera, an all-female Arabic psychedelic rock band.
They were chosen by Spotify’s local editorial team as “standout talent” that had “already made an impression on our Fresh Finds Arabia playlist,” Harbola said.
Spotify seeks to showcase different musical genres through the program, he added, and so “we took special care to prioritize a diverse range of styles that highlight the new generation of creators” from Saudi Arabia. The selected artists “have proven they can connect with listeners and are ready to elevate their careers.”
The residency program provided them with support, mentorship and a host of resources aimed at accelerating their growth as artists and expanding their presence in the Saudi music industry, Spotify said.
The program’s curriculum focused on four topics: songwriting and music production; music marketing; music rights and industry knowledge; and touring and performing.
Experts such as lyricist, writer and creative director Menna El-Kiey, and musicians and producers Ntitled, El Waili, Soufiane Az and Ismail Nosrat, offered guidance to the participants on songwriting, beat-making, mixing and mastering.
Amin Kabbani, vice president of Arabic talent at entertainment company Live Nation Middle East, provided insights into planning and executing a successful tour, managing logistics and engaging with fans.
Sony Publishing MENA led the session on music rights and industry knowledge, during which the participants learned about intellectual property, and how to protect their work and navigate the business side of their art.
Spotify also worked with the artists to record new tracks at creative hub Merwas in Riyadh, and the results will be released by the end of the year. Nada Al-Tuwaijri, the CEO of Merwas, said the studio is “committed to nurturing talent and providing artists with the tools and environment they need to unlock their creative potential.”
She added: “The Fresh Finds Saudi: Class 2k24 initiative aligns perfectly with our vision of supporting emerging talent in the Kingdom, the region and beyond.”
Harbola said that the Kingdom is “an incredibly exciting market” for Spotify and although he was “unable to share specific listenership rankings, the level of engagement in Saudi Arabia is truly remarkable.”
The company is seeing a “strong surge” in the popularity of pop music, especially Egyptian pop, and Khaleeji music, “which remains central to Saudi listeners,” he added.
The platform’s focus on the Kingdom has grown in recent months through initiatives such as “Tarab,” a campaign that celebrated Khaleeji music and spotlighted Saudi-based RADAR Arabia artist Sultan Al-Murshed in New York’s Times Square.
Harbola said that the burgeoning local music scene and audience engagement on Spotify is driving the company’s efforts to introduce initiatives such as Fresh Finds Saudi: Class 2k24 and commit to them on a long-term basis
“While we don’t have set dates for future iterations (of the residency), our focus remains on curating unique experiences tailored to artists’ needs in different markets, whether through this initiative or other Spotify Music Programs across MENA,” he added.
