Elie Chammas, Head of Advertising & Brand Studios. Anghami. Anghami has picked Elie Chammas for the role of Head of Advertising & Brand Studios at the Arab-first audio media platform. Chammas brings more than 16 years of experience to the role, with a career spanning leadership roles at prominent media publishers, platforms and ad tech agencies.
At Anghami, he will focus on helping brands move beyond advertising around music and towards genuinely investing in the music economy as a long-term growth platform. His career gives him the key expertise needed to lead brands towards meaningful commercial return with opportunity for growth.
“Nine years at DMS taught me how the region’s biggest brands and agencies think, how trust is built, and how a media business earns the right to be a long-term partner. TikTok taught me something different: how to shift what people believe is possible, at a time when there was no playbook to follow. And three years consulting across ad tech platforms gave me a complete view of every challenge, from the brand side, the agency side, and the platform side,” said Chammas.
“From all three seats, the same opportunity kept showing up: the music economy is already a proven global force. Brands worldwide are investing in it as a serious, measurable growth channel. In MENA, we’re still at the beginning of that curve and the opportunity is enormous. That’s what brought me to Anghami. That’s what I’m here to help amplify,” he added.
Furthermore, Chammas’ experience as a professional musician gives him an understanding of the medium that will allow partner brands to maximise returns on the platform.
“Most people in commercial roles see music as a channel with reach metrics attached. I see it as human behaviour. And that changes the conversation entirely,” said Chammas. “When you create and perform music, you understand why a listener chooses a particular song at a particular moment – what they’re looking for, what they want to feel.”
“No other platform in MENA brings together the cultural credibility, the artist relationships, the production capability, and the media reach to make that real,” added Chammas. “The brands that understand this now will build something that lasts.”
Additionally, Chammas explained that the region has yet to achieve the full potential of tapping the music economy as a long-term growth platform. As part of this role, he aims to help brands in building long-term infrastructure within the music economy in the region.
“Anghami already has what most platforms spend years trying to earn- cultural trust, an Arab-first identity, and artist relationships that no global player can replicate. The opportunity ahead is to make sure that value is fully felt in the market,” he said.
Commenting on the significance of this appointment, Choucri Khairallah, Chief Business Officer, Anghami & OSN+ said: “As brands across the region look for more meaningful ways to connect with audiences, music, entertainment, and culture will play an increasingly strategic role in marketing. Elie brings a rare combination of commercial leadership, deep understanding of the MENA media landscape, and authentic creative credibility as a musician.”
“His appointment reflects our ambition to position Anghami and our Studios division at the centre of how brands engage with culture in the region,” Khairallah concluded.
