A cultural renaissance is taking place in Saudi Arabia, as the art, fashion, and film scenes are booming with emerging talents but the discovery of music talents is not picking up at the same rate.
IDEA:
To uncover music talents in Saudi Arabia, through digitally led-talent auditions on TikTok, "Sound of Saudi", the biggest open-mic competition was launched in collaboration with Tiktok and X-Element.
EXECUTION:
Over five months, the competition was launched into 3 phases: qualifiers, finals, and winners. Famous musicians promoted the hashtag challenge #Sound_of_Saudi.
Participants used branded filters for their TikTok video entries, and viewers voted on a special TikTok H5 page to decide on the 60 shortlisted participants. Following that, 10 well-known content creators used the TikTok-Duet tool to remark on the 60 shortlists. Finally, 10 winners were declared and celebrated online and offline during Saudi Arabia's largest music conference.
The winners had TikTok duets with renowned musicians, and original solo music productions released exclusively on Anghami.
