The Middle East and North Africa region is made up of such diverse peoples and cultures that can’t be painted with one brush. To think of it as a singular region would be to dilute its rich complexity to its lowest common denominator.
This diversity is a strength, but it also results in social attitudes, cultural tendencies and traits that differ significantly from East to West, thus shaping how countries approach and view creativity and innovation. For example, many societies in the MENA region, as well as in Eastern societies, generally tend to be more conservative and conformist, while Western societies tend to be more individualistic and nonconformist.
Innovation and creative thinking require a nonconformist, curious and irreverent mindset that questions everything all the time, continually challenging the status quo. That’s how we as humans have evolved and progressed. All the luxuries we take for granted today were once revolutionary ideas from unconventional minds for whom ‘good enough’ was not good enough.
The biggest challenge to tackle across our region is shifting from a conformist to a free-thinking mindset across all sectors of society. This shift is crucial because, with the global economy becoming less reliant on fossil fuel resources, countries are increasingly aware of the need to diversify their economies to embrace this new reality.
The visionary leadership in countries such as Saudi Arabia and the UAE has embraced the change to become active players in the global economy. Knowledge and innovation are the real fuels for the economy of the brave new world. And innovation only emerges from creativity. So, for this vision to be realised, a fundamental shift in society’s mindset is required, so people are able to embrace their role.
In our field of media production, as in all other industries, the obstacles to creativity and innovation are rooted in a fear of parting from the safety of the familiar conventions and of making mistakes. In MENA, and indeed in many parts of Asia, mistakes and failures are regarded as taboos rather than essential parts of learning and progress.
Creative industries thrive on bold ideas, and when failure is feared, boldness is stifled. Decision-makers in these fields must understand that ideas cannot be made great by democratic decision-making and ticking boxes. Opinions should not be treated as facts or rules to steer creative ideas. Great ideas break the rules. They’re unexpected, different and daring, so they should make decision-makers a little nervous and uncomfortable. It takes a brave client to see the potential and take the plunge.
Unfortunately, for most, the safety of the comfort zone is more alluring than taking a chance on something different.
Nothing great was ever achieved by pleasing everybody, which may explain why we don’t see statues raised to celebrate committees.
This unwillingness to break from the norm extends beyond marketing and media to other creative industries, such as filmmaking, but the same principle applies.
Filmmaking has the potential to be a powerful platform for cultural expression. Now, more than ever, a creative mindset is a valuable commodity, particularly as the region seeks to diversify its economy.
Egyptian, Iranian, Turkish, Indian, Korean, Chinese and Japanese films have already developed their own distinct identities and international appeal. Other countries in the region, particularly in the GCC, face the challenge of developing their own uniqueness if they wish to follow suit.
This is not to say that filmmakers should conform to a certain style that defines their local industry. However, unfiltered freedom of expression does not necessarily result in greater creativity. All artistic movements are shaped by a set of rules and parameters that define them. Islamic art is a great example of this. Creativity emerges from working with restrictions, not from viewing them as obstacles.
The future of the film industry relies on those who enter the field, drawing from their unique insights and cultural heritage to create their own cinematic language. But, like creatives worldwide, these individuals will naturally be nonconformists. Their unconventional mindset is what helps bring untold stories to life in innovative ways.
Stories that are inspired by the region’s rich poetic tradition and flavoured by its incredible pace of social and economic change. The result will be a legacy that not only leaves a huge mark on the global arena but also inspires future generations of filmmakers. For true representation, it’s essential that more local voices drive the creative process and take on active roles in the industry as creatives and agency leaders, whether in filmmaking, commercial media production, or advertising. This is particularly important in the GCC, where local citizens are still underrepresented, and much of the communication is orchestrated and executed by foreigners with relatively limited understanding of the local culture.
Ultimately, the region’s ability to build a thriving creative industry depends on bold, innovative thinking, led by local voices who shape their own narratives and cultural expressions. By embracing this courageous mindset, the region can foster a stronger identity on the global stage while ensuring that the stories told are both authentic and truly reflective of its rich diversity.
By Ali Azarmi, Managing Partner, Joy Films
