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Fusing Culture, Activism and Creativity: NOORstudios’ Mission to Globalize Arab Talent

December 3, 2024
Rebecca Hanna (Bex) and Yasmeen Afifi. Courtesy of NOORstudios.

  There is a popular metaphor that goes, “the eyes are the window to the soul,” a reminder that what we see on the surface is just a glimpse of something deeper. For artists, their studio is that soul — the heart of their creative process. Yet, too often, it is the visible work — the artworks, magazine covers, videos — that get all the attention, while the behind-the-scenes contributions of those who make it happen remain uncredited. In recent months, there has been a surge of articles highlighting the rise of Arab talent on the global stage, from the Financial Times declaring that “Arabic pop is having its breakout moment” to Pitchfork noting that “Arabic music is on the brink of a global breakthrough.” There’s a noticeable cultural shift towards embracing more diverse music styles, with a particular focus on Arabic sounds. However, this shift is also the result of years of collective effort from creatives working behind the scenes to build a homegrown movement that celebrates and elevates Arab and African artists. Arab voices have long been underrepresented in prominent global creative agencies and studios, and it is…


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