First-ever fully digital talent show takes TikTok by storm with strong support from regional celebrities

Anghami’s “Sound of Saudi” has been endorsed by the Saudi Arabia Music Commission after the TikTok challenge went viral in its global search for new music talents.

Receiving huge success from the moment it was launched in mid-October, “Sound of Saudi” has had over 327 million views on TikTok, and more than 22,000 Saudis across the Kingdom and beyond have taken part. Judged on creativity and imagination in all musical forms - whether singing, composing, producing, mixing, or playing musical instruments - the best performers have been shortlisted and followers have started voting for their favourite performance.

The hunt has also attracted the attention of top regional celebrities, who have since unleashed their talents on the platform to build buzz and encourage people to participate. These include Saudi singers Zena Emad and Ayed Yousef, multi-talented Iraqi singer and composer Saif Nabeel, Emirati singer and actress Balqees Fathi, Saudi hip hop rapper, DJ and Hip Hop artist Big Hass, and Lebanese singer, actress and TV star Maya Diab. Saudi TikTok creators have also taken up the challenge, with the likes of Amy Roko, Mosab Malki and comedians Abdulaziz Bakr and Abdullah Bakr getting involved.

Mr. Sultan Al Albazie, Acting Chief Executive Officer of the Saudi Arabia Music Commission, commented: “Saudi’s Music Commission is always proactively creating opportunities for all Saudi’s talent to be discovered and have their art flourish. We collaborated with Anghami and TikTok on Sound of Saudi because this unique challenge is different from any other in terms of its broad reach and easier access. In a way, we have created the first-ever fully digital talent show in a collaboration with the digital platforms Anghami and TikTok.”

Eddy Maroun, Co-Founder and CEO of Anghami, adds: “Endorsement from the Saudi Arabia Music Commission really gives the whole initiative a lot of weight and showcases the council's commitment to support and empower rising Saudi talent. Via our platform, we are encouraging Saudis globally to show us what they can do. We believe in the power of music to bring people together, and to bring harmony – but mostly, we want to help give this deep pool of untapped talent an outlet.”

“The final winners will have their original creations professionally produced, then made available for all to listen to, via Anghami. They will also be invited to perform in key regional concerts,” he added.

Joanne Chehab, TikTok's Head of Business Partnerships for Managed Services, Global Business Solutions, MENA, says: "We are very excited that Saudi Arabia Music Commission has chosen TikTok as the platform to launch “Sound of Saudi” which represents a global-first, fully digital talent hunt. Through our close collaboration with Anghami, there has been significant engagement and submissions. Thus, far reinforcing the musical skills and talent in the Kingdom, with TikTok as the stage that brought to life many talents regionally and internationally.”

Maroun further praised everyone involved in the contest – suggesting it couldn’t have happened without close collaboration between Anghami, TikTok, the participating celebrities, the endorsement of the Saudi Arabia Music Commission, and of course, the millions of TikTok users around the world who have chosen to engage with the talent hunt initiative each and every day. 

Voting started on November 9, where users can choose their favorite shortlisted performer. Winners will be selected across multiple genres, with their original tracks subsequently produced by Anghami.

As part of the campaign, Anghami has created an in-app experience carefully curated to guide participants and support them throughout the competition. The “Sound of Saudi” page includes Live Radio Studio Analysis to shed light on the competition progress and the different talents, a podcast section providing tips on how to create on TikTok, and a feature to consult with a music expert to guide them through the process.

Anghami continues to evolve its offering as part of its commitment to providing an unparalleled user experience, driven by technology, to maintain and bolster its position as the leading music and entertainment streaming platform in the region.

Download the app here: www.anghami.com.