The rise of the MENA music scene

For decades, the global music industry has focused on dominant markets like the American, European and more recently, the K-Pop explosion from South Korea. But a new wave is emerging from an often-overlooked region: the Middle East and North Africa. Artists from the MENA music scene are blending rich cultural influences with global sounds, gaining traction on international platforms, and attracting audiences far beyond their home countries.

Streaming revenue is now the primary driver of the music industry in the MENA region, with an impressive 22.8% growth in 2024, according to the International Federation of the Phonographic Industry (IFPI)’s Global Music Report. While that figure positions MENA as a standout, a closer look reveals that sub-Saharan Africa and Latin America two similarly emerging markets weren’t far behind, with growth rates of 22.6% and 22.5% respectively.

Regardless, this surge highlights the region’s accelerating digital transformation, where music consumption is largely driven by on-demand streaming platforms opening up greater global opportunities for local artists.

It’s time for the world to pay attention—because the next wave of global music icons could very well come from this region.

A Region on the Rise

The music industry in the MENA region has undergone a rapid transformation in recent years. Streaming platforms like Anghami, Spotify, and YouTube have become powerful tools for regional artists, offering them massive exposure and the ability to connect with audiences worldwide—without being entirely dependent on traditional record labels. In fact, a recent survey revealed that 78% of respondents consider Anghami to have the best Arabic music library among streaming platforms, closely followed by Spotify at 76%. This highlights the increasing role of digital platforms in shaping the region’s music landscape and amplifying the voices of local artists.

Beyond streaming, independent labels are also paving the way for artists to thrive. Ghazi Shami, the founder of Empire, has been a key figure in this movement. Over the last 15 years, Empire has revolutionized the independent music scene, providing artists with more control over their careers. Recognizing the potential in the region, the label expanded into WANA (West Asia & North Africa) four years ago, covering the Arab world and offering artists new opportunities to break into international markets.

Alongside Empire, homegrown labels such as MDLBEAST Records and Noise Records are redefining what it means to succeed in the industry. These labels are not just nurturing new and emerging talent; they are actively pushing boundaries, fostering global collaborations, and equipping artists with the resources to showcase their music on a worldwide stage.

Asem, Co – Founder and CEO of Raad Records sees the Egyptian and broader regional music scene moving toward a cultural renaissance, one that values authenticity over imitation and embraces the richness of local heritage. With a clear departure from Western genres and influences, he believes artists are increasingly rediscovering and honoring their roots, unlocking a “latent cultural vault” that has long been overlooked. Through Raad Music, Aseem aims to redefine Arabic pop by amplifying voices that reflect the region’s diversity, complexity, and emotion. The label stands out by deeply investing in artist development crafting unique sonic and visual identities and offering a collaborative creative space where expression thrives. With a roster that spans soulful trap, Bedouin rap, genre-defying productions, and more, Raad is positioning itself as a catalyst for a more rooted, yet forward-facing music movement in the Arab world.

With a growing digital ecosystem and industry leaders investing in the region, MENA is no longer just an emerging market—it’s a powerhouse in the making.

Social media has also played a critical role, with TikTok and Instagram helping MENA artists build massive followings beyond their borders. Take, for example, Elyanna, a Palestinian-Chilean singer who became the first Arabic-language artist to perform at Coachella, showcasing a sound that merges Middle Eastern rhythms with contemporary pop and R&B and now has paved the way for different artists like. Mohammed Ramadan, Saint Levant and Bayou.

Then there’s Wegz, an Egyptian rapper whose fusion of trap and Arabic melodies has attracted millions of listeners across Africa and the Middle East. And let’s not forget Balti, the Tunisian hip-hop sensation whose music resonates with fans across Francophone countries and the Arab world. What was once a largely localized industry is now gaining momentum on the world stage. With more investment, strategic partnerships, and a growing global fanbase, MENA artists are no longer just regional stars they are becoming the next wave of global music pioneers. The world is starting to listen, and this is only the beginning.

Key Markets Paying Attention

The American music industry, in particular, has begun to recognize the potential of Arab and MENA artists. With a growing diaspora and increasing cultural curiosity, labels and streaming services are starting to push MENA talent into the mainstream. Artists like Issam Alnajjar, who went viral with “Hadal Ahbek” on TikTok, are proof that MENA music can resonate with a global audience when given the right exposure.

Similarly, Europe—home to millions of Arab expats—is an ideal launchpad for these artists. France, in particular, has seen a surge in North African influence in its music scene, with artists like L’Algérino and Soolking dominating charts. The UK, with its diverse cultural landscape, has also been a crucial market for MENA musicians blending rap, drill, and alternative music styles.

Makki, founder of Mackie Entertainment, says “the Sudanese music scene is a rapidly gaining momentum on the global stage. By opening doors for artists like Marsimba in the Middle East, he helped lay the groundwork for others to follow paving the way for rising stars like Soulja and Haleem to take it to the next level and showcase the richness and power of Sudan’s sound to the world”. Through Mackie Entertainment’s role as a cultural bridge particularly with Afrobeats and Amapiano, Makki continues to shape a more interconnected musical landscape across the Middle East and Africa, blending global influences while elevating Sudan’s unique voice.

Southeast Asia is another untapped market for MENA musicians. The region has a long history of embracing diverse music styles, from Bollywood to K-Pop, and has a growing appetite for new genres. Given the rising influence of digital streaming, Arabic music could gain a foothold in these regions, especially through viral challenges and collaborations.

A Bridge to Global Fame

While Arabic-language music is making its mark on international charts, there is an even greater opportunity for MENA artists who create music in English. These artists serve as cultural bridges, blending Middle Eastern influences with a language that dominates the global music industry, making their sound more accessible to a worldwide audience.

Faouzia, the Moroccan-Canadian singer-songwriter, is a prime example of this. With powerhouse vocals reminiscent of Adele and a unique ability to infuse Arabic melodies into her music, she has gained international acclaim, collaborating with global stars like John Legend and David Guetta. Other artists like Abir (Moroccan-American) and Tamino (Belgian-Egyptian) have also leveraged their multicultural backgrounds to craft music that resonates across both Western and Middle Eastern audiences.

Another rising star pushing boundaries is EZOW, an Emirati hip-hop artist breaking new ground in the UAE. As one of the first Emirati artist to make hip-hop music in English, EZOW has positioned himself as a pioneer in the GCC music scene. His success extends beyond streaming numbers—he has shared the stage with international icons like Tyga, Sean Kingston, and Chris Brown, performing in front of a 15,000 crowd at the Coca-Cola Arena. His impact has also been recognized outside of music, earning him a spot on the prestigious Forbes 30 Under 30 list, a first for an artist in the GCC region.

By creating music in English while incorporating MENA influences, these artists help break cultural barriers and introduce global audiences to the richness of Arabic music. This approach not only makes their music more accessible but also paves the way for mainstream collaborations with Western artists.

The Industry Must Take Action

For MENA’s rising stars to reach their full potential, the global music industry must step up. Record labels should invest in regional talent, streaming platforms should create more curated playlists featuring MENA artists, and international festivals should provide more performance slots for MENA musicians.

Albert Carter, founder of Audio Swim and Wave Studio, believes “the MENA region is on the brink of something big. With raw talent, real stories, and a cultural shift toward building locally-rooted, globally-relevant art, the momentum is undeniable”. As infrastructure catches up, he sees the real power in the growing creative community from studios like his to direct-to-consumer distribution laying a new blueprint for success in and beyond the region.

Furthermore, collaborations between Western and MENA artists should be encouraged. Just as Latin and Afrobeat artists have skyrocketed through strategic partnerships, MENA musicians can follow a similar path. Imagine a global superstar like The Weeknd featuring an Arabic singer on a track or a UAE artist collaborating with a major U.S. hip-hop artist—these are the kinds of moves that will accelerate MENA’s global music breakthrough.

The demand is already there. It’s just a matter of when—not if—the industry fully embraces it.

Written By: Sydney Miranda

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