What If Tumblr Was Built on Mashrou' Leila, Not Arctic Monkeys?
So I grew up on Tumblr.
It shaped the way I write. It shaped my music taste. And both of those things ended up shaping me into a music journalist, a career that started somewhere between obsessively reblogging The 1975 edits and being a hardcore Arctic Monkeys fan. I went to their concerts more times than I can count (still waiting to see Lana live… one day).
Back then, my phone background was a grainy black-and-white picture of shirtless Matty Healy that I had to hide inside a folder on my Samsung Corby so my mom wouldn't find it. I had entire pages filled with 'aesthetic' gifs, lyrics in Courier font, and that eternal search for curated melancholy.
So I had this random idea one day at work, and I sent out a quick survey, just asking my friends and coworkers if they remembered the Tumblr era. And they did. Deeply. Not just the photos and the filters, but the feelings. The obsessing. The quiet heartbreak we all romanticized at 2AM. Everyone had their version of it, but somehow the memories all rhymed. It felt like we were remembering something sacred we'd all built together. And maybe that's what we miss the most, this collective act of reimagining. So I decided to take it one step further: to imagine what Tumblr might've looked like if it had been built here. Around us. Around our music. Our lyrics. Our dramas.
Because let's be real: we didn't just have the aesthetic, the makeup, the fashion, the deep stares out of taxi windows. We had the language. Arabic poetry can make you want to isolate yourself from the world and cry on the bathroom floor. We didn't need to scream 'Lovin' you is hard, bein' here's harder', we had 'Inta Eh' by Nancy Ajram in a goddamn nightgown. Why did Lana get the monopoly on sad-girl seaside rage in 'High by the Beach' when Nancy literally did it first?
That's what this is, Tumblr-core reimagined. A world where the Middle East and North Africa shaped the internet's soft grunge aesthetic instead of watching from the sidelines. Where we didn't just reblog, we created the canon.
What If Our Nostalgia Didn't Need Translation?
Let's talk about it. The feel of Arab Tumblr would've been split into two parallel universes - one revolutionary, one romantic. But at their core, both were built on the same thing: feeling everything all at once. And for many of us, this wasn't an aesthetic we curated, it was just life.
On one end, you've got revolutionary-core: the gritty grayscale of resistance. Protest footage reblogged with Arabic graffiti across the walls. Photos from the streets of Syria, Egypt, and Tunisia during the Arab Spring, tear gas clouds, raised fists, cracked asphalt and hope. Martyr dedications in bold white text on black backgrounds. Smoke curling in slow motion over lyrics like 'صوت الحرية بينادي'. Sadness, yes, but with purpose. Melancholy layered over memory, over movement, over mourning.
And the soundtrack? Bands like Cairokee with 'Yal Midan' and 'Matloob Zaeem', whose rise was directly carved out by the revolution. The kind of music that made you feel like history wasn't something that happened, it was something you could scream into existence. Jadal playing in your headphones on the bus ride to a school that might be closed tomorrow because of political unrest. 'Akher Oghneya' lyrics scribbled in your notebook like a secret prayer.
You'd scroll past rainy street photos of downtown Cairo captioning 'Kenna Netlaka' by Fayrouz. Or find an old radio playing protest songs in the background of a grainy kitchen snapshot. A Darwish quote pasted over a photo of a scribble 'قف علي ناصية الحلم وقاتل' The vibe was grief, but it was alive.
Then there's fluffy-core - soft revolution. Glitter in tea glasses. Pomegranate seeds on Persian rugs. Cats stretching in window sills as the call to prayer echoed in the distance. Henna tattoos, evil eye bracelets, Tarot decks next to Nagat cassettes. The kind of mornings where you wake up on your teta's balcony to the smell of coffee and the soft hum of Fayrouz from a neighbor's radio, a memory so shared it feels collective. Girls in fake Doc Martens & skinny cigarettes (or shisha) typing lowercase captions like 'normal people scare me'. Books stacked on a nightstand, Gibran, Qabbani, and a half-read English translation of Rumi.
The nostalgia wasn't performative. It was rooted in something tangible. Something that smelled like jasmine and sounded like hope in the background of a childhood memory.
And the architecture? Already Tumblr-coded. Cracked walls with vines growing through them in Palestinian cities. Hand-painted ceramic tiles from Morocco. Yellowed photos of old balconies from Lebanon. Mashrabiya shadows in Old Cairo filtering sunlight like God himself applied a sepia preset. It was all there, the melancholy, the romance, the rebellion, long before hashtags or aesthetics told us it was cool.
Arab Tumblr wouldn't have been an aesthetic we borrowed, it would've been one we invented without knowing.
What If Our Fangirls Looked Like Us?
Let's be honest: if you were on Tumblr, you had a secret fanbase. Whether you were writing moody poetry in the tags, or just reblogging edits at midnight, you were definitely hiding something. One Direction fanfics, Alex Turner thirst edits, maybe even a Lana Del Rey shrine.
But imagine if our fanbases looked like us. Instead of The Neighborhood or 5 Seconds of Summer, we'd be posting Mashrou' Leila lyrics like they were gospel. Zooming in on 'Lil Watan' w 'Raasuk' and setting it in bold white Arial on a low-res photo of a protest in Beirut. We'd be crying over 'Shim El Yasmine' the way we cried over 'Robbers.'
There'd be Jadal song lyrics in the captions of selfies taken on Retrica app with tangled headphones. Elmorabba3 edits floating around with glitchy VHS filters. Teen girls would be wearing their band t-shirts with denim skirts, fishnets, and that signature chipped black nail polish that says i overthink everything and romanticize heartbreak.
And don't even get me started on the Arab girlie pop icons. There would've been a whole soft pink Tumblr niche dedicated to Sherine, Ruby, Nancy, Haifa, Elissa—dark hair, blonde highlights, lip liner, spaghetti straps. CD covers scanned and shared around like holy relics. Posters taped to every bedroom wall. Let's be real: Arab girls started all the aesthetics that are trending now (specially Y2K core). We just didn't get the credit.
What If We Typed in Arabic?
If you were on Tumblr between 2012 and 2017, you know that lyrics weren't just lyrics, they were personality traits. Black text on a white or pink background, no punctuation, always lowercase. Halsey said 'I found god / I found him in a lover' and suddenly everyone had a flower crown and a god complex. Lana Del Rey breathed 'we were born to die' and it felt like heartbreak had a soundtrack. Melanie Martinez had us romanticizing our trauma and crying in pastel, baby-doll fonts.
Now imagine that energy, but in Arabic.
Imagine posting the lyrics of 'Yumain O Leila' from Jadal, قلت نام وقوم تنساها ، او عد عيوبها تكرها، بس حتي العيوب بتحليها after a late-night argument with your highschool boyfriend. Arabic is already a poetic language, but when those lyrics hit just right, it's devastating in the best way. Heartbreak, nostalgia, identity crises, all already Tumblr, just waiting for the aesthetic treatment. If the Tumblr girls knew about Mashrou' Leila in 2014, their dashboards would've never recovered.
What If It Was Still Ours?
This piece started with a question, and a bunch of replies that said 'hey, I remember this too.'
Maybe we didn't have a Tumblr-core Arab world in real time. But maybe we didn't need to build it.
Maybe we already had it, in old Sakia concert flyers, in stolen lyrics in our Notes app, in blurry phone clips of someone covering an indie song in a bedroom somewhere.
One Mashrou' Leila reblog at a time.
One sad girl anthem.
One grainy gif of Cairo at night.
It's late. But it's here.
And it's always been ours.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Mid East Info
3 hours ago
- Mid East Info
Viu premieres Arabic Viu Original reality special, The Big Bang Birthday - Middle East Business News and Information
Five Arab influencers, one epic surprise – streaming 23 June only on Viu Viu, PCCW's leading pan regional OTT video-streaming platform, unveils its latest Arabic reality Viu Original, The Big Bang Birthday. Following the success of last year's We Wed (ليلة العمر), the special is set to premiere on 23 June exclusively on Viu. The show offers viewers a candid, culturally resonant portrait of friendship, self-expression and contemporary Arab identity in the UAE capital. It tracks four influential content creators as they plan a surprise birthday celebration for Hadeel Marei, an Egyptian digital creator known for her outspoken humour and expressive style which has helped her connect with audiences across the Arab world, including over two million Instagram followers. Hadeel's friends include Amy Roko, a Saudi content creator known for her anonymity and social commentary; Dana Halabi, a Syrian Dubai based lifestyle influencer whose warm presence and interpersonal insight ground the group dynamic; Jara, Saudi Arabia's first female rapper, navigating the intersection of music and representation; and Yussra Youssif, a Sudanese beauty and fashion creator celebrated for her striking style. The group reveals their authentic selves throughout the party-planning process, as what begins as a casual weekend transforms into a rich exploration of connections, set against Abu Dhabi's vibrant urban landscape. Filmed across key locations including Ferrari World, teamLab Phenomena Abu Dhabi, the Abu Dhabi Souk and Mangrove National Park, the programme weaves together moments of humour, tension and reflection. The narrative reaches its emotional peak when Hadeel receives her gift – an ultimate surprise that she did not see coming. 'The Big Bang Birthday exemplifies Viu's commitment to Arabic original productions and locally rooted storytelling that bridges entertainment and cultural insight,' said Samer Majzoub, General Manager of Viu MENA. 'The authentic emotion and relatable production style of this female-led production connect us to the cultural heartbeat of Saudi Arabia, UAE and the rest of the Arab region.' Directed by Farah Alameh, a Lebanese independent filmmaker and lecturer at Lebanese University, the special combines a clear visual identity with narrative sensitivity. Her approach balances cinematic polish with documentary realism, allowing the cast's personalities and relationships to unfold with authenticity. A private screening was held on 22 June at 7pm at VOX Cinemas, Yas Mall, Yas Island, Abu Dhabi. Tune in for the premiere of the episode on your mobile or connected TV, exclusively available on Viu on 23 June. For further updates and access to The Big Bang Birthday, follow Viu MENA on Instagram @Viumena or visit
CairoScene
20 hours ago
- CairoScene
Chinese Animated Blockbuster 'Ne Zha 2' to Screen in Saudi Cinemas
After breaking USD 2 billion globally, Chinese animation blockbuster 'Ne Zha 2' is landing in Saudi cinemas starting June 23rd — distributed by CineWaves Films in Chinese, English, and Arabic. Animated blockbuster 'Ne Zha 2' is hitting Saudi cinemas on June 23rd, bringing one of China's biggest box office phenomena to the region. The film smashed records earlier this year, crossing USD 2 billion globally to become the highest-grossing Chinese animation of all time - and the first non-Hollywood film to reach that milestone. Directed by Yu Yang, 'Ne Zha 2' continues the story of the rebellious demon child from Chinese mythology, this time following him on a quest to save a lightning-struck friend by seeking out a powerful elixir. The film is packed with martial arts action, humour, and mythological world-building - just make sure to control the kids when they do pretend-kung fu out of the theatres. The film will be released across the Middle East and North Africa in Mandarin Chinese, English, and Arabic. The Arabic dub was overseen by Saudi animator Malik Nejer, best known for his work on 'Masameer County'. 'This film reflects our commitment to meaningful cultural exchange,' Faisal Baltyuor, chairman of CineWaves Films, tells SceneNowSaudi. 'After bringing Saudi films to China through events like Saudi Film Nights, we're proud to now introduce one of China's most successful films to Arab audiences. 'Ne Zha 2' is a visually rich adventure that we believe will resonate across the region.' The film is being brought to cinemas by CineWaves Films, the Saudi distributor that opened the first Arab cultural office in China and holds the largest library of Saudi films.
Identity
a day ago
- Identity
Egyptian Artists on the Rise: Spotify's Loud & Clear Report Highlights Global Reach and Independent Artist Growth
Egyptian artists are reaching new heights in the streaming world, building international audiences and growing their earnings. On the heels of World Music Day, Spotify has released its Loud & Clear report — shared for the first time in Egypt — offering a transparent look at how artists are benefiting from streaming, and how local sounds are resonating far beyond national borders. Loud & Clear, Spotify's annual music economics report, was created to bring greater clarity to the music industry by breaking down where royalties come from, how they are distributed, and who is earning. The 2024 Egypt edition paints a picture of an independent-driven music scene with global momentum and a growing local fan base. Royalties for Egyptian Artists Up 5x Since 2022 According to the report, royalties earned by Egyptian artists on Spotify have increased more than fivefold since 2022, with a 100% rise between 2023 and 2024 alone. The sharp year-on-year increase highlights growing listener engagement with Egyptian music — both at home and abroad — and reflects the continued evolution of streaming into a key source of income for artists. 'This is a pivotal moment for Egyptian music. The growth we're seeing goes beyond numbers — it signals a real shift in how artists are building audiences, careers, and cultural impact. Streaming is playing a key role in that transformation, creating new ways for artists to be heard and discovered, both locally and globally. What we've shared in Loud & Clear reflects this momentum — and it's only the start,' said Mark Abou Jaoude, Spotify's Head of Music for the Middle East, North Africa and Pakistan. Independent Sounds Take the Spotlight Independent artists and labels are at the forefront of Egypt's music scene, accounting for the majority of royalties earned in 2024. In 2024, more than 90% of royalties earned by Egyptian artists came from independent creators or labels — one of the highest independent shares globally. Genres like Mahraganat and Egyptian Hip-Hop, once considered underground, now rank among the most streamed in the country. These sounds, rooted in local culture and led by artist-owned creativity, are shaping the sonic identity of Egypt and finding resonance with listeners around the world. Egyptian Music Travels Far The data shows that Egyptian artists are increasingly finding fans across borders. In 2024, more than 80% of royalties were generated by listeners outside Egypt, including in countries like the United States, Germany, the United Kingdom, Indonesia, India, and Brazil. Egyptian music was discovered over 480 million times by first-time listeners on Spotify that year, signaling a surge in global interest in local talent. Spotify data also reveals that the average year-on-year growth rate of global consumption of Egyptian music has reached nearly 60% since 2018 — the year Spotify launched in the Middle East and North Africa — highlighting the growing global reach of Egyptian music. Arabic-Language Music Gains Global Traction This international reach is part of a wider cultural trend. Arabic ranked among the fastest-growing languages on Spotify in 2024, joining Greek, Telugu, Turkish, and Polish. This growth reflects a rising appetite for regional sounds and supports the expanding influence of Arabic-language artists, with Egypt playing a central role in the narrative. Local Listening on the Rise While global discovery is accelerating, domestic streaming is also gaining momentum. Domestically, Egyptian music streams on Spotify grew by over 70% in E 2024, while local listening surged nearly 450% year-on-year since 2018. Notably, more than 80% of the tracks featured on Spotify Egypt's Daily Top 50 were by Egyptian artists, underscoring the strong connection between fans and homegrown music. Backing Artists Beyond the Stream Beyond global reach, a growing number of Spotify initiatives are helping Egyptian artists translate creative momentum into sustainable careers. Programs such as RADAR Arabia, EQUAL Arabia and playlists like Fresh Finds Arabia spotlight and elevate local talent, while tools like Spotify for Artists provide real-time insights, planning resources, and promotional support for artists and their teams. This combination of access, education, and targeted support reflects the heart of Spotify's mission: to give artists the opportunity to live off their art. Streaming Powers Regional Growth The launch of Loud & Clear in Egypt comes at a time of rapid transformation across the region. According to the IFPI Global Music Report, the Middle East and North Africa was the fastest-growing recorded music market in the world in 2024, with a 22.8% increase in revenue year-on-year. Streaming made up 99.5% of that growth, underscoring its role as the economic backbone of the modern music industry. As streaming continues to reshape the global music economy, Egyptian artists are turning opportunity into impact — reaching wider audiences and building lasting careers.
