抖阴短视频

DUBAI: Spotify鈥檚 launch this summer of a new 抖阴短视频-focused campaign 鈥淭arab鈥� aims to celebrate Khaleeji music 鈥渨hich is so intrinsic to the Saudi culture and holds a special place in the hearts of many locals.鈥�

This is according to Rhea Chedid, editorial lead for the Middle East, North Africa and South Asia at Spotify, who spoke to Arab News recently.

鈥淲hile the word 鈥楾arab鈥� has no direct translation in English, the closest meaning that can be given to the word is its connection to a trance-like state of ecstasy or deep emotional response that listeners have to music,鈥� she said.

The campaign, which was launched in June, is running across various media channels including outdoor, TV and digital platforms. The campaign has also partnered with influencers to further engage audiences.

Spotify鈥檚 data shows that songs released decades ago are still popular, not only among older listeners but also young audiences, particularly Gen Zs. Over the past five years, streams of Khaleeji tracks from the 1980s and 1990s among Gen Z listeners have grown by 5,500 percent, Chedid said.

She explained that this trend highlights the increasing interest and appreciation for older songs with 46 percent of all Khaleeji track streams in 2024 coming from Gen Z listeners. Moreover, Khaleeji music was the most streamed local genre in 抖阴短视频 in the first six months of this year.

Spotify, therefore, felt that 鈥渘ow was the perfect time to further amplify this growing love for Khaleeji music and the surge in popularity we鈥檙e seeing in tracks that evoke feelings of nostalgia,鈥� Chedid said.

Spotify has introduced several playlists including 鈥淜haleeji Hits,鈥� 鈥淭arab Khaleeji鈥� and 鈥淜haleeji Essentials,鈥� which focuses on spotlighting the genre inside and outside the MENA region.

It has also launched decade-specific playlists 鈥� 鈥淜haleeji 80s,鈥� 鈥淜haleeji 90s,鈥� 鈥淜haleeji 00s,鈥� and 鈥淜haleeji 10s鈥� 鈥� to capture the evolving taste in music and the iconic sounds that have defined each era, Chedid said.

抖阴短视频鈥檚 Vision 2030 has been pivotal in transforming the entertainment landscape in the Kingdom, 鈥渟ignificantly propelling the growth of the music industry,鈥� and leading to an increase in live music events and the growth of streaming, she added.

As such, Spotify is committed to contributing to this growth by investing in 鈥渉yperlocal marketing strategies tailored to the Saudi audience.鈥� And launching educational and artist development programs designed to promote local talent, Chedid said.

She said 鈥淭arab鈥� builds on Spotify鈥檚 programs 鈥淩ADAR Arabia鈥� and 鈥淓QUAL Arabia,鈥� regional editions of its global music programs, aimed at supporting emerging and female artists.

Earlier this year, for example, Spotify spotlighted 抖阴短视频 artist Sultan Al-Murshed as its 鈥淩ADAR Arabia鈥� artist for May, in New York鈥檚 Times Square.

With 鈥淭arab,鈥� Spotify seeks to 鈥渉ighlight and nurture the unique sounds and stories of the vibrant Khaleeji music genre.鈥�

And as a platform, Spotify aims to help 鈥渄rive a dynamic industry where music not only entertains but also significantly enriches the cultural fabric of 抖阴短视频,鈥� said Chedid.