Billboard Magazine, the global benchmark in music, faced a significant challenge in entering the Arabic market for the first time. Our priority was to ensure that our expertise resonated with the local culture.

To achieve this, we tapped into the knowledge of local music experts, individuals who have seamlessly integrated music into their daily lives, becoming true connoisseurs. Our goal was to portray them in a way that was both intimate and relatable.

The aim was clear: to show that, despite being newcomers to the region, we grasp its cultural values. Thus, we are poised to seamlessly blend with the local realities, offering the finest music coverage that truly reflects the regional essence.

Our goal was to authentically represent traditional characters from daily life in the region, so choosing the right cast was crucial to capturing the cultural nuances. The search began deep in the streets of the region's most traditional areas. We looked for individuals who naturally blended into the daily life of local neighborhoods. Immersing ourselves in the heart of the streets, we uncovered unique stories and personalities. After thorough exploration, we found the perfect subjects: a Moroccan taxi driver, whose cab rides are a musical journey in themselves, and a cassette shop owner whose life revolves around music with fanatic fervor. These real-life characters perfectly embodied the genuine spirit we aimed to showcase.

These films struck a chord with local audiences, garnering over 33.4 million views across various platforms and achieving more than 100 million impacts in terms of reach. The engagement levels were exceptional. Viewers transformed the content into memes and began remixing them to create their own unique interpretations. This enthusiastic response vividly demonstrated the impact of our approach. After releasing these videos, it became unmistakably clear that Billboard Arabia had made its mark, with a distinct focus on local experts and music aficionados. The campaign not only showcased our deep understanding of the regional music scene but also highlighted our commitment to engaging with the community in a meaningful and culturally relevant way.