Samsung Electronics MENA and music streaming platform Anghami have launched a regional initiative aimed at supporting emerging musicians across the Middle East, positioning mobile technology as a central tool in contemporary music creation.
The program, titled “I Am the Scene,” brings together Samsung’s latest foldable smartphones and Anghami’s digital music platform to give young artists access to production tools, mentorship and wider regional exposure. The initiative focuses on creators who are increasingly using smartphones as end-to-end studios for composing, recording and distributing music.
At the center of the campaign are Samsung’s newest foldable devices, the Galaxy Z Fold7 and Galaxy Z Flip7, which the company is promoting as portable creative workstations. The devices integrate camera, audio and editing features, including AI-powered tools such as Nightography and automated audio enhancement, designed to support mobile-led music production and video creation.
As part of the launch, Samsung and Anghami partnered with two established regional artists, Sultan Al Murshed and Marilyne Naaman, who led workshops for emerging talent. The sessions focused on practical use of mobile devices throughout the creative process, from songwriting and recording to filming and post-production. The two artists also released a collaborative track produced entirely on a Galaxy Z Fold7, which organizers said was intended to demonstrate the capabilities of smartphone-based music production.
Omar Saheb, regional chief marketing officer and vice president of marketing and online business at Samsung Electronics MENA, said the initiative was designed to lower barriers for young creators. “By combining our foldable technology with Anghami’s platform, we aim to give emerging artists the tools and visibility they need to share their stories and reach wider audiences,” he said.
Ramy Al-Kadhi, head of commercial at Anghami and OSN+, said the partnership reflects a broader shift in how music is created and consumed in the region. “The Middle East has a rapidly growing community of independent artists. This collaboration supports that ecosystem by connecting innovation with artistic expression,” he said.
The program also highlights features such as AI-assisted editing and audio cleanup tools, which Samsung says can help creators produce professional-quality content without traditional studio setups.
“I Am the Scene” will roll out across multiple Middle East markets in the coming months, with additional workshops and digital showcases planned on Anghami’s platform, as the companies seek to spotlight new voices from across the region.
