Samsung Electronics Middle East and North Africa, in collaboration with Anghami, the leading music platform in the region, launched the ‘I Am the Scene’ campaign, which focuses on supporting emerging artists throughout the Middle East by empowering them to create music using mobile technology.
The campaign centers around the latest Samsung foldable devices, ‘Galaxy Z Fold7’ and ‘Galaxy Z Flip7’, designed to be complete creative studios in a single device. These phones enable artists to compose, record, film, and edit with high precision and a distinctive creative touch. Features like ‘Nightography’ contribute to documenting live performances more clearly, along with editing tools powered by ‘Galaxy AI’ technologies that help musicians easily transform their ideas into completed works with greater control.
To inspire and guide the new generation of talents, the initiative includes collaboration with two of the leading influential artists in the Middle East and North Africa, Sultan Al Murshed and Marilyne Naaman, who lead practical workshops where they share their expertise and demonstrate how Galaxy devices can be used in composition, recording, filming, and editing. Their collaborative musical work, entirely produced using the ‘Galaxy Z Fold7’, highlights the possibilities that contemporary music production can achieve by relying on mobile phones.
The launch event, held in Dubai on December 17, was attended by participating artists, initiative partners, and media representatives. The event featured the newly released music video, along with discussion sessions covering the creative aspects of the campaign, which included a program full of interactive activities including designated photography areas, a photo booth, live art performances, and spaces for interaction and creativity.
Commenting on the matter, the Regional President of Marketing and Vice President of Digital Marketing and Business at Samsung Electronics Middle East and North Africa, Omar Sahib, said: “The ‘I Am the Scene’ initiative reflects Samsung’s focus on engaging with creative communities in the region, using mobile innovation in ways that reflect the working styles of artists today. The campaign relies on the spirit of collaboration and embodies the ongoing evolution of music, culture, and creativity in the Middle East and North Africa.”
On his part, the Head of Business Affairs at Anghami and OSN+, Rami Al-Qadi, added: "Our partnership with Samsung reflects Anghami's role in connecting artists with their audience across the region. We are pleased to provide a space for discovering new voices and engaging with them within the evolving music scene in the Middle East and North Africa."
The campaign highlights how young music creators rely on Galaxy devices in their daily work, where features like ‘Audio Eraser’ enhance the quality of recordings, along with AI-supported editing tools that support different production stages. By enabling aspiring musicians to produce high-quality work, Samsung and Anghami help to highlight new voices from various contexts of Arab youth. It’s their opportunity to emerge, make their mark, and establish their presence in the music scene.
Watch the full music video here, filmed using Galaxy Z Fold 7:
