![]() As marketing companies, it’s our job to communicate the new Saudi as well, because that is our direction.” “You have stories in Riyadh, Alkhobar you have Gen Z, older folks you have heritage. In a customs and culture-driven country, the key to a successful marketing strategy lies in highlighting its homegrown roots. It’s because they may not have lived there,” Jeed said. I find some agencies struggle when they first go (to Saudi Arabia). It was a lesson on the importance of local knowledge. The ad was turned into a meme, and mocked for its inaccurate representation. Last year, for example, Saudia Airlines was criticized for a commercial featuring Senegalese American singer Akon wearing an Emirati thobe on a Eid holiday ad campaign. As marketing companies, it’s our job to communicate the new Saudi as well, because that is our direction. You have stories in Riyadh, Alkhobar you have Gen Z, older folks you have heritage. The agency is gaining ground by knowing the Saudi audience. It’s this duality that we have going on which is the new Saudi in my opinion,” he said. Originally kicking off in Dubai with a focus on social media and music, their work has grown to reflect the nuances of an evolving region by blending corporate and pop culture. I said, if I get one more client in Saudi, I’m not leaving. “We opened an office in 2019, and we were there for a gig, actually. ![]() Hrmny + Lab offers a vast library of royalty free sounds for music production. We worked with small companies in the beginning, then we found our way to Saudi. Jeed explained the origins of the idea: “It was like a light-bulb moment. By managing their own social media, community engagement, and analytics, they realized their potential. Jeed, producer A’Y, and artist Moh Flow originally came together to collaborate as musicians, and eventually created their own content and event planning. The agency has acquired high-profile clients, including NEOM, Puma, Reebok and Albaik.įar from a typical agency, it includes Hrmny + Lab, which offers a library of royalty-free sounds for music production, and Hrmny Records, a label formed in partnership with Empire Inc.The ‘From the Sand’ rapper is on Apple Music’s ‘Rap Life’ playlist, alongside names such as Drake and Lil Baby.Saudi rapper Jeed is the founder of the marketing agency Hrmny Creative Co.In the past, the agency has acquired high-profile clients, including NEOM, Puma, Reebok and Albaik. Jeed has made a name for himself regionally as a rapper, but the Saudi creative has much more than sly hooks and fresh sounds under his belt.įor the first time, he talks about the “accidental” founding of the creative marketing agency Hrmny Creative Co., the new age of marketing, and shaping identity as an artist. Jeed, Saudi rapper and founder of Hrmny Creative Co. Today, technology and innovation have shifted marketing tactics to the digital realm.Īrtist and marketeer Jeed told Arab News that “the adverts and typical detergent ads where the little football player falls and they put in the detergent and split the screen … that’s not working anymore.”Ĭommenting on the sophistication of consumers, he added: “No one is only from Saudi, the Emirates or France. RIYADH: For years, flipping through magazines and passing by billboards guided people to products. He said youth and women were among the main pillars for achieving the Kingdom’s ambition.ĭuring the meeting, he briefed the students on updates on the digital economy, the research, development and innovation sector, the space sector, and the Kingdom’s ambitions in each sector, which requires preparing a generation capable of competing globally in the fields of science, engineering, mathematics and technology. He expressed pride in the country’s students studying on scholarships, explaining the importance of human capital in light of the Saudi Vision 2030 and the human capacity development program. The meeting came at the conclusion of a tour by a Saudi delegation of the digital economy, space and innovation system, which included several cities in China, the Saudi Press Agency reported on Saturday.Ībdullah Al-Swaha held talks with the scholarship students, in the presence of Deputy Minister of Communications and Information Technology Haitham Al-Ohali, and the Kingdom’s Ambassador to China Abdulrahman Al-Harbi. ![]() ![]() RIYADH: Saudi Arabia’s Minister of Communications and Information Technology met with a number of Saudi students on scholarships for training and education in the Chinese capital, Beijing. ![]()
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