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‘‘Saudi youth are exploring new avenues of self-expression”

Zenith’s Rita Kteiche helps unravel Saudi Arabia’s audio revolution, and explores how the youth of Saudi Arabia are reinventing culture.

Image sourced from Unsplash.com

In the heart of Saudi Arabia’s cultural transformation, audio serves as the soundtrack to change, weaving itself seamlessly into the fabric of everyday life.

Whether through podcasts, audiobooks, or music streaming platforms, people consume audio seamlessly, integrating it into various aspects of their daily routines, from morning commutes to evening wind-downs. This is amplified now more than ever due to the abundant presence of smartphones, which provide instant access to unlimited audio content anytime, anywhere.

The phenomenon is most pronounced among the youth, who constitu


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.