Spotify has launched its latest campaign in the region. Built with a strong focus on Saudi Arabia, the campaign takes inspiration from the Arabic word, “Tarab” (طرب).
According to Spotify’s KSA marketing manager Nicole Aoun, the word “Tarab” captures the unique state of being deeply immersed in music which resonates strongly within the culture.
“Tarab” is one of those words that is impossible to translate directly into English as it not only describes the feeling someone has when they hear a track they feel particularly connected to but how their body reacts to the beat.
Loosely translated, “Tarab” is most closely related to the word “enchantment”. The word i
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