Habiba ElSayed

Summit Session: Evolution of the MENA Music Industry

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Habiba is the Marketing Manager at Takwene, where her deep love for music fuels her passion  for connecting audiences with the unique voices and sounds emerging from the MENA region. In  her role, she has been instrumental in developing and executing marketing strategies across  major digital streaming platforms (DSPs), blogs, social media, newsletters, and radio stations. 

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Her overarching goal is to elevate MENA music on the global stage, ensuring that artists thrive  on digital platforms worldwide. As the Project Marketing Manager for the "Attraction Arabic  Remix" by Ukrainian artist ETOLUBOV featuring Egyptian mega star Ramy Sabry, Habiba oversaw  all aspects of the campaign. She aligned the creative vision with the artists, leading a stunning  photoshoot at the Pyramids that became central to the marketing strategy across major DSPs.  Additionally, she managed media coverage, securing interviews, press features, and digital  visibility to promote the project globally, which resulted in widespread recognition in the MENA  region and beyond. 

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Her portfolio also includes promoting Lege-Cy's "Placebo" album and L5VAV ft. Shahyn's  "Almazat" album, among other notable projects. 

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Beyond her marketing efforts, Habiba is actively involved in Takwene’s live events, collaborating  with major artists and championing rising talents. Her commitment to music, coupled with her  innovative approach to marketing, continues to shape her journey in the industry. 

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Takwene was founded with a clear vision to support emerging talents, offering them the same  level of resources and backing traditionally reserved for artists represented by global music  labels and distributors. the company has become a vital platform for nurturing talent without  limitations. 

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Takwene stands as the first purely MENA entity to represent the region in prestigious global  music industry communities such as DDEX, ISNI, and the Music Business Association. It has  forged strong partnerships with all leading digital streaming platforms (DSPs), ensuring MENA  artists receive the exposure and opportunities they deserve.

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