Spotify’s Melouk El Scene took the celebration of hip-hop culture in Egypt to another level. The two-month campaign to recognize hip-hop for its cultural significance and its rapid growth ended with a grand finale of an event at none other than The Factory in Downtown Cairo. The campaign was launched to acknowledge the impact and influence hip-hop recently had on Egyptian culture.
The venue was chosen for its abandoned warehouse aesthetic, bare brick walls and columns and its strategic location in Downtown Cairo, a cultural hub known for inspiring Egyptian creatives in all fields.
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With an industrial feel and interactive activations that kept the guests engaged throughout the event, the Melouk El Scene spirit was brought to life in true Spotify fashion. The event could not have been executed without the transformation that turned the bare space into a hip-hop haven with neon lights, barrels, graffiti and street energy paying homage to the genre’s early origins.
The event witnessed turnout of 200 guests, including Melouk El Scene themselves: Lege-cy, Perrie, Dareen and RADAR Arabia artist Ali Loka as well as music producers, Egypt’s hottest influencers and the most relevant lifestyle media to experience a night dedicated to the industry’s movers and shakers. Achieving over 67 million in reach and 391 social media clippings, the event was received positively on social media.
Prior to the event, Spotify unveiled Melouk El Scene playlist’s new look through the launch of a phased campaign that encompassed everything from press opportunities, social campaigns and marketing efforts to the first Spotify event in Egypt since 2018.
Since its inception, the campaign focused on connecting with the multilayered hip-hop community in Egypt. Teaming up with Egyptian hip-hop pages like Hip Hop Scene and Rap Scene, Spotify kickstarted the campaign’s teaser phase by establishing a relationship with Egypt’s hip-hop fans.
Recognising the power of lifestyle influencers, the playlist was further promoted on social media with the help of influencer testimonials. Amira Adeeb, Rana Raeis, Mohamed Tarek and Malak Zaher were amongst many others who took to their stories and shared the playlist with their followers who could later click the link and enjoy the playlist for themselves.
Spotify’s Melouk El Scene campaign aims to set an example for music industry leaders everywhere in its focused approach to the nuances of hip-hop culture and its community, allowing it to bring this one-of-a-kind campaign and event to life.
Credits
Client: Spotify
Agency: Publicist Inc
Event: Event House Egypt
