Sandy Hanna
All work

Sound of Saudi

Saudi art, fashion and film were booming. Music discovery wasn't keeping up.

Client
Anghami × TikTok × X-Element
Year
2023
Where
Saudi Arabia
Regional celebrities who backed Sound of Saudi, framed in neon TikTok cards

The biggest open-mic competition in Saudi Arabia, auditioned entirely on TikTok. Five months, three phases, and ten winners with original songs released on Anghami.

Auditions where the talent already is

Famous musicians launched the #Sound_of_Saudi hashtag challenge. Participants recorded entries with branded filters, and viewers voted on a dedicated TikTok page to pick 60 shortlisted voices.

Ten well-known creators reacted to the shortlist with TikTok Duets. Ten winners were then celebrated online and on stage at Saudi Arabia's largest music conference, recorded duets with renowned artists, and released original solo tracks exclusively on Anghami.

Sound of Saudi key visual, with Anghami and the Saudi Ministry of Culture
Fig. 01Sound of Saudi key visual, with Anghami and the Saudi Ministry of Culture
A wall of TikTok audition entries
Fig. 02A wall of TikTok audition entries

Ten winners. Ten original songs. Released on Anghami.

Results

  • 26K participants, 60 shortlisted, 10 winners
  • 1.3M votes
  • 500M TikTok UGC views
  • 5.9M interactions · 700M+ page views
  • 10 original songs released on Anghami