Latest news with #SRMG
Campaign ME
15 hours ago
- Entertainment
- Campaign ME
SRMG Labs win Gold and Silver at Cannes Lions
SRMG Labs has won Gold and Silver Lions at the Cannes Lions International Festival of Creativity 2025. The awards were given in the Audio & Radio category for The Second Release, a campaign developed by SRMG Labs for Billboard Arabia that honours the legacy of Saudi Arabia's first female musical icon, Etab. Fewer than 0.78 per cent of all entries receive a Gold Lion – underscoring the rarity of this achievement and positioning SRMG Labs among the world's creative elite. Jomana Alrashid, CEO of SRMG, said: 'This Gold at Cannes Lions is a monumental milestone for SRMG Labs and for the region's creative voice. In just two years, Labs has become one of Saudi Arabia's leading creative agencies. Earning such rare recognition speaks volumes about the caliber of our work, the talent behind it, and SRMG's commitment to reimagining the creative landscape globally.' The campaign used advanced AI technology to bring Etab's voice and image back to life, introducing her legacy to a new generation. Centered around a remastered version of her beloved track Ya Saudi, Ya Saudi, the campaign reintroduced Etab not only as a musical pioneer, but as a symbol of Saudi Arabia's cultural evolution and growing space for female artistic expression. From a stylised music video to urban fashion, outdoor creative, and digital amplification, the campaign blended heritage and innovation, sparking nationwide conversation. It was launched to coincide with Saudi National Day in 2024 and was also recognised with the Cultural Impact Award from the Saudi Ministry of Culture. Fadi Mroue, Chief Creative Officer at SRMG and Managing Director of SRMG Labs, added: 'With Etab, we weren't just telling a story – we were reframing the narrative. Bringing her legacy back to life using today's tools was about honoring the past, empowering the present, and inspiring the future. I'm proud of our team for delivering work that's bold, respectful, and culturally meaningful – and proud that one of the world's leading creative stages has recognised it.' The recognition arrives at a time when Saudi Arabia's creative and cultural industries are undergoing rapid transformation. The campaign tapped into this shift, blending innovation with authenticity to spark renewed national pride and bridge generational narratives through music. This dual win marks another creative milestone for SRMG Labs. Since its launch in 2022, SRMG Labs said it has consistently delivered impactful work that blends technology, storytelling, and cultural relevance. With accolades spanning Cannes Lions, Dubai Lynx, LIA, and national recognition from the Saudi Ministry of Culture, the agency continues to push creative boundaries while telling stories rooted in identity, purpose, and innovation. The campaign also aims to reflect Billboard Arabia's mission to revive and celebrate the region's musical heritage, spotlight underrepresented voices, and connect new generations with the cultural icons who shaped the sound of the Arab world.
Broadcast Pro
2 days ago
- Entertainment
- Broadcast Pro
SRMG Labs wins at Cannes Lions for AI-powered tribute to Saudi icon Etab
SRMG Labs has achieved major recognition at the Cannes Lions International Festival of Creativity, securing both Gold and Silver Lions in the Audio & Radio category for its campaign The Second Release. Created for Billboard Arabia, the campaign pays homage to Etab, Saudi Arabia's first female musical icon, by reviving her voice and image using advanced AI technologies. Fewer than 0.78% of all entries at Cannes Lions earn a Gold Lion, placing SRMG Labs among the world's top creative agencies. The campaign centred around a remastered version of Etab's patriotic anthem Ya Saudi, Ya Saudi, launching on Saudi National Day 2024. Blending cutting-edge tech with cultural storytelling, it reintroduced Etab not only as a musical legend but also as a symbol of Saudi Arabia's shifting landscape for women in the arts. Through a stylized music video, digital campaigns, urban fashion, and outdoor media, The Second Release sparked wide public engagement and earned the Cultural Impact Award from the Saudi Ministry of Culture. Jomana Alrashid, CEO of SRMG, said: 'This Gold at Cannes Lions is a monumental milestone not only for SRMG Labs but for the region's creative voice at such an important festival. In just two years, Labs has become one of the leading creative agencies in Saudi Arabia and the wider region. With only 0.78% of entries receiving a Gold Lion, this win speaks volumes about the caliber of our work and the talent driving it. It reflects SRMG's commitment to reimagining the creative landscape — pushing boundaries, celebrating local stories, and delivering work that resonates globally.' Fadi Mroue, Chief Creative Officer at SRMG and Managing Director of SRMG Labs, added: 'With Etab, we weren't just telling a story — we were reframing the narrative. Bringing her legacy back to life using today's tools was about honouring the past, empowering the present, and inspiring the future. I'm proud of our team for delivering work that's bold, respectful, and culturally meaningful — and proud that one of the world's leading creative stages has recognised it.' The recognition arrives at a time when Saudi Arabia's creative and cultural industries are undergoing rapid transformation. Once sidelined, music and the arts now sit at the heart of the Kingdom's evolving identity, driven by a new generation eager to celebrate its heritage while shaping its future. Etab's return to the spotlight speaks directly to this moment: a powerful reminder of the women who paved the way and the possibilities that now exist for those following in their footsteps. The campaign tapped into this shift, blending innovation with authenticity to spark renewed national pride and bridge generational narratives through music.
Argaam
6 days ago
- Business
- Argaam
Thmanyah wins Saudi football broadcast rights for five years
The Saudi Pro League, the First Division League, and the Saudi Football Federation announced today, June 14, the awarding of exclusive broadcasting rights for Saudi football tournaments in the Middle East and North Africa to Thmanyah Publishing and Distribution. The rights include coverage of the following competitions, King Cup, Saudi Pro League (Roshn League), Saudi Super Cup, and First Division League (Yelo League). Thmanyah will broadcast the matches from the 2025/2026 season through 2030/2031. The matches will be broadcasted freely via newly launched satellite channels and subscription-based packages that offer additional benefits, delivered through an integrated digital and television experience. The concerned parties confirmed that the selection of Thmanyah, a subsidiary of the Saudi Research and Media Group (SRMG), came after both local and international competition. This was based on criteria such as technical capability, content and distribution quality, and alignment with strategic goals to enhance media presence and financial sustainability for the tournaments.
Broadcast Pro
29-05-2025
- Business
- Broadcast Pro
SRMG partners with TikTok to empower content creators across KSA and MENA region
The partnership will accelerate the creator economy and drive commercial growth by integrating TikTok's platform with SRMG's media ecosystem, events and training initiatives. Saudi Research and Media Group (SRMG) has announced a strategic partnership with TikTok aimed at empowering emerging content creators in Saudi Arabia and the wider MENA region, while also driving commercial growth through a range of innovative initiatives. The collaboration seeks to capitalise on TikTok's strengths in expanding content reach, opening up monetisation opportunities, and deepening engagement with the region's highly connected and digitally savvy audience. By integrating TikTok into SRMG's major events and diverse media platforms, the partnership will significantly expand the platform's presence in key sectors such as entertainment, sports, and lifestyle. One of the central pillars of the partnership is the launch of #TikTokAcademy, a new initiative developed with SRMG Academy and tailored specifically for the Saudi market. This programme invites aspiring digital storytellers to submit original content across categories including lifestyle, fashion, film, news and sports. Selected participants will receive specialised training through SRMG's portfolio of media brands and will have the opportunity to work directly with industry professionals, including editors, journalists, and producers. The partnership will also see SRMG's prominent cultural and entertainment events, including the Billboard Arabia Music Awards and Hia Hub, serve as key platforms for showcasing TikTok creators. Additionally, SRMG will leverage its expansive media network — which includes Hia Magazine, Sayidaty, Arriyadiyah, and Billboard Arabia — to amplify creator content through both editorial features and digital outreach. This initiative arrives amid strong momentum in the regional media and entertainment sectors. In 2023 alone, the media industry contributed SAR 14.5bn ($3.87bn) to the Kingdom's GDP, with plans to more than triple this figure by 2030. The sector is expected to create 67,000 jobs by 2024. Entertainment revenues have already surpassed SAR 1bn ($0.27bn), reaching more than 75m people over the past five years — a surge heavily driven by social media, which has made Saudi Arabia one of the top global markets in platform usage and digital content creation. Commenting on the partnership, Bassil Al Mouallimi Chief Strategy & Commercial Officer at SRMG, said: 'We believe in the power of community and in the influential role the new generation plays in shaping the future of media in our region. The region's creative economy is witnessing remarkable and rapid growth, particularly across the media, entertainment, and social platform sectors. Our strategic partnership with TikTok marks a significant step in solidifying our presence at the heart of this creative movement. We are working to connect talented creators with global platforms and foster an environment that empowers them to thrive and make a meaningful impact. This goes beyond simply producing trend-driven content — it's about building sustainable career paths, amplifying authentic voices, and driving growth in the content economy.' Kinda Ibrahim, TikTok's General Manager of Content Operations in MEA, South and Central Asia, added: 'At TikTok, we are committed to empowering a new generation of storytellers by giving them the tools, platform, and global stage to express themselves and shape culture. Saudi Arabia is home to an incredibly engaged and creative community. Through this partnership with SRMG, we are doubling down on our efforts to nurture local talent, fuel the region's creative economy, and help creators thrive, not just in the Kingdom, but across the world.' This strategic partnership builds on the momentum of earlier joint initiatives, including the launch of the Billboard Arabia TikTok Music Charts, a first-of-its-kind platform spotlighting the most streamed and culturally influential songs in the Arab world. It also follows the rollout of SRMG Academy's first technology journalism course, powered by TikTok, designed to train the next wave of Saudi storytellers in navigating and reporting on the fast-evolving tech landscape.
Arab News
28-05-2025
- Business
- Arab News
TikTok and SRMG join forces to back local talent, drive MENA media innovation
RIYADH: Leading media group SRMG has announced a strategic partnership with TikTok to empower the next generation of content creators in Saudi Arabia and across the MENA region, while also driving commercial growth through a series of innovative initiatives. The partnership will leverage TikTok's expertise in amplifying content reach, unlocking monetization opportunities, and fostering deeper connections with the region's digitally native audience. It also aims to expand TikTok's footprint through integration into SRMG's flagship events and diverse media platforms, particularly in the fields of entertainment, sports, and lifestyle. A key initiative under the partnership was the launch of #TikTokAcademy, a local program tailored for Saudi Arabia and developed in conjunction with SRMG Academy. This initiative invites aspiring digital storytellers to submit original content across lifestyle, fashion, film and entertainment, news, and sports. Selected creators will gain exclusive training across SRMG's media brands, gaining firsthand experience alongside editors, journalists, and producers. As part of the partnership, SRMG's cultural and entertainment events such as the Billboard Arabia Music Awards and Hia Hub, will provide a prominent platform to spotlight TikTok creators and raise their profile. SRMG will also activate its extensive media network, including, Hia Magazine, Sayidaty, Arriyadiyah, and Billboard Arabia to amplify content and showcase creators through editorial and digital platforms. This aligns with broader industry momentum, as the media sector added SAR 14.5 billion ($3.86 billion) to the GDP in 2023, with ambitions to more than triple that by 2030 and generate 67,000 jobs by 2024. The entertainment sector is booming as well, bringing in over SAR 1 billion in revenue and engaging more than 75 million people in the past five years. Social media is a major driving force behind this surge, with Saudi Arabia ranked among the top countries for usage, fuelling a new era of content creation, digital storytelling, and influencer-led innovation. Commenting on the partnership, Bassil Al Mouallimi Chief Strategy & Commercial Officer at SRMG, said: 'We believe in the power of community and in the influential role the new generation plays in shaping the future of media in our region.' He noted that 'the region's creative economy is witnessing remarkable and rapid growth, particularly across the media, entertainment, and social platform sectors.' Al Mouallimi added: 'Our strategic partnership with TikTok marks a significant step in solidifying our presence at the heart of this creative movement. We are working to connect talented creators with global platforms and foster an environment that empowers them to thrive and make a meaningful impact.' He emphasized that 'this goes beyond simply producing trend-driven content — it's about building sustainable career paths, amplifying authentic voices, and driving growth in the content economy.' Kinda Ibrahim, TikTok's General Manager of Content Operations in MEA, South and Central Asia said 'At TikTok, we are committed to empowering a new generation of storytellers by giving them the tools, platform, and global stage to express themselves and shape culture. Saudi Arabia is home to an incredibly engaged and creative community. Through this partnership with SRMG, we are doubling down on our efforts to nurture local talent, fuel the region's creative economy, and help creators thrive, not just in the Kingdom, but across the world.' This strategic partnership builds on the momentum of earlier joint initiatives, including the launch of the Billboard Arabia TikTok Music Charts, a first-of-its-kind platform spotlighting the most streamed and culturally influential songs in the Arab world. It also follows the rollout of SRMG Academy's first technology journalism course, powered by TikTok, designed to train the next wave of Saudi storytellers in navigating and reporting on the fast-evolving tech landscape.
