Fujifilm Instax Is Getting Female Middle Eastern Artists on Your Radar – Here’s Why
An ongoing initiative sees the brand spotlight the emerging talent in a series of interviews, BTS content, and more.
In the music industry, it’s no secret that female artists continue to face more challenges than their male counterparts, however, Fujifilm Instax is committed to leading the change across the Middle East by championing a new wave of emerging talent.
Launched in partnership with Female Talent Agency, its latest creatively led initiative is giving female artists in the region a platform to share their sounds with global audiences as well as opportunities to create new content that amplifies storytelling. Honing in on its overarching mantra “Don’t Just Take, Give,” the brand’s array of products – including the Instax Mini 99, SQ40, and LiPlay instant cameras – have also played a key part in the project, leveraging them as tools for expression.
So, why the focus on artists from the Middle East, and why now? While unique sounds and genres keep hitting the charts from across the globe, Fujifilm Instax has embraced the creative renaissance happening in the Middle East. Musicians, designers, and artists from the UAE, Saudi Arabia, and beyond are shaking up the industry and have carved a new creative landscape in contemporary culture, and naturally, the region’s female talent are also entering the conversation too.
Blending traditional sounds with thought-provoking lyricism, their songs are both authentic and meaningful, telling personal stories in a forward-thinking way. To give music fans a taste, Fujifilm Instax kickstarted its first phase of activity by spotlighting Talia Lahoud. Known for raw, acoustic clips on Instagram, the Lebanese artist has grown a following with her no-frills approach to making music. Wanting to share a closer look at the process, Lahoud captured behind-the-scenes content of making her music video for “Gharibi” on the Instax SQ40, which was later published on the brand’s social channels.
The intimate video capture was soon followed by a spotlight series with six other artists such as Riyadh-born soul singer TamTam and Saudi Arabian pop artist Nurzy. Using a mixed-media format, they each caught moments of their music creation on the Mini 99 Instant Camera and shared the snapshots alongside intimate interviews. Another content burst included a creative writing tutorial with producer and songwriter Ghalia, which was released in January this year.
Now, as the brand wraps up the 12-month campaign, it hopes to continue supporting female artists in Middle East with more tailored content that not only nurtures talent but opens the doors to new opportunities in the wider music industry.
To find out more about Fujifilm Instax and FTA’s music initiative, head to the brand’s regional Instagram account or FTA’s social channels.
