In a milestone for global content creators representation, the 71st Cannes Lions festival has featured Arab digital content creators in its official programme since adding the content creators track. This milestone resulted from a strategic partnership between Cannes Lions and Creator North; the consultancy agency helping to facilitate the Arab creator economy’s global ascent.
This regional recognition; strategically facilitated by regional consultancy Creator North; showcases creators whose platforms, voices, and communities are authentically rooted in the Arab world, signaling a fundamental shift in recognising the region’s narrative influence.
During the festival, three pioneering voices claimed the spotlight in an independent capacity and featured, Ahmed El Ghandour (Egypt), the science communicator who engages 7.8 million YouTube followers; Ahmed Al Basheer (Iraq), the political satirist behind The Albasheer Show with 22.5 million followers globally; and Haifa Bsessio (Palestine), the empowerment-focused storyteller featured at the Forbes 30/50 Summit and Nobel Peace Prize concert.
Their presence reflects the strategic rise of the creator economy, which now encompasses over 1.5 million creators generating $300 million annually in the GCC alone.
Creator North champions Arab content creator representation
As the region’s first agency dedicated exclusively to creator strategy and brand partnerships, Creator North designs culturally intelligent opportunities where authentic voices drive measurable impact and regional sectoral growth.
Commenting on the occasion, Waleed Laham, Founder and CEO of Creator North stated, “What we witnessed at Cannes Lions was not a symbolic presence, but a defining moment that confirms Arab content creators are now partners in shaping the global creative economy – not just because of their wide reach, but through the intellectual and creative value they bring to the global stage.”
During the Festival, the creators hosted two defining sessions with Ahmed El Ghandour engaging the ‘Terrace Stage’ audience with “The Future of Friendship,” a timely exploration of human connection in our digital age. Simultaneously, Haifa Bsessio and Ahmed Al Basheer commanded the ‘Creator Roof’ stage with “Stories That Survive: Creating Amid Crisis”; a resonant dialogue on transforming perspective into power through content born in challenging contexts.
This landmark participation mirrors the Arab creator economy’s impressive trajectory. Well established channels across the UAE, Saudi Arabia, and Egypt now deliver consistent 15 per cent+ annual growth according to YouTube/Redseer, fueling a sector that is generating both GDP input and opportunity for creators and associated industries.
This growth also reflects a fundamental shift in creators’ role; once viewed primarily as cultural connectors, they’ve quickly become essential components of the macro-economy. Global audiences and brands no longer treat them as intermediaries but as primary partners and destinations for insight.
Anchored by the UAE’s advanced digital infrastructure, strategic investments, and progressive regulation, the country has cemented its status as a creative and global hub.
