Rocking the Casbah
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The document discusses the rise of stand-up comedy and graphic art forms, particularly in the Middle East, driven by a youth demographic eager for creative expression after the Arab Spring. It highlights how social media and various festivals have spurred local comedians and artists, creating new cultural spaces for self-expression, while brands begin to embrace these art forms to connect meaningfully with consumers. The emergence of iconoclasts signifies a new marketing opportunity, as marketers adapt to a changing landscape where artistic collaboration becomes essential for engaging audiences.
Rocking the Casbah
- 1. Marketing youth community (which is almost 70 per cent of the regions population). The internet-savvy young population had already been exposed to stand-up via Youtube and couldnt get enough of it. The video portal had created a huge appetite for stand-up content. In a place such as Saudi Arabia where performing arts opportunities are so limited, stand-up came as a breath of fresh air. Local shows, often deemed risqu辿, nevertheless thrive in remote locations and underground caf辿s. They are usually advertised using social media at close networks of people and have grown from performances for 50 people to audiences of thousands. 息 Photolibrary/EPA Laughter has created a ripple effect in the region. The region now has its Message to the masses: tunisian rap singer own stand-up festival in Amman. Cre- Hamada Ben amor, also known as the general ated in 2008, the annual festival brings together the growing community of Arab comedians and celebrates their work RockIng the cASbAh Hello sweetie: Cadburys academy of Joy stand-up comedy tour with the outside world. Not to be left behind, Comedy Central was recently launched by Abu Dhabis TwoFour54 to el general was recently named in Time A counter-cultural revolution spawned by the Arab Spring has created a provide Arab comics a content platform Magazines 100 most influential personalities to realise their talent, while in Saudi new Arab consumer the Iconoclast. Arabia Century 21 Events hosted stand- up shows in Jeddah. Nescaf辿, Rabea but also travelled borders, inspiring the Comic books and Helen Cupcakes were sponsors Egyptian protesters in Tahrir Square. Although the regions comic book indus- we are now very familiar with the term rise of anarchic art forms. Be it music, in the region has nearly always been with MixFM as media partner. El General was recently named in try is still niche, recent developments Arab Spring. In this article we talk about theatre or fine arts these avant-garde equated with slapstick and satire. Con- Stand-up is not the only art form Time Magazines 100 most influential have renewed interest in this graphic a different aspect of the Arab Spring art forms are flowering and heralding a trast this with stand-up, a quintessential inspiring free expression, however. personalities. art form. The biggest success story in a counter-cultural revolution which new art renaissance across the region. American art form, almost unheard of Its often been argued that rap music this sphere has been The 99. Billed as has been quietly but steadily ferment- Just check out the Arab Spring-inspired a few years ago, now making waves in Hip-hop in the US originated as a counter-cul- the worlds first Muslim superheroes, ing behind the scenes. Powered by the art at this years Venice Bienale which is the Arab world. So how did this shift As a form of music, hip-hop is hardly tural response to oppression and rac- the series is a creation of Kuwaiti psy- Arab Spring, this cultural movement has captivating audiences around the world. come about? new to the region. It has been in the ism. Therefore its always representing chologist Naif-Al Mutawa. The comics instilled a new rebellious spirit within This art renaissance led by the Icono- It was an Arab-American troupe of limelight for a while, but only has it anger and struggle. No surprises, then, feature Islam-inspired superheroes who Arab consumers. We are witnessing clasts is the new marketing reality of comedians who brought the art form recently emerged from the underground that it provided a channel for the youth preach a code of peace and non-violence. the birth of a new consumer archetype the region which presents a huge op- to the region through the Axis of Evil to the mainstream, evolving from enter- to express themselves freely. Another Theres even a burqa-clad character called the Iconoclasts. portunity for brands. Lets understand tour in 2006. Back then stand-up was tainment to a medium of subversion. reason on why youth love hip-hop is Batina the Hidden from Yemen. The 99 Iconoclasts are young and restless, some of these seminal art forms closely not a standard performance art. Moreo- Hip-hop had an integral role to play because its based on poetry something has in turn inspired the growing comic yet brave and bold. They are rising and and gain an insight into what makes ver, none of the members spoke fluent in recent uprisings. of which Arabs are very proud. book sub-culture in the region. subverting the established order to de- them tick. Arabic, which meant the shows were all The young Tunisian rapper, El General The music has rapidly gained mo- Qais Sedki, a former IT professional, sign new cultural spaces. Empowered by in English. It was a huge gamble which in his track Rais Le Bled bluntly pointed mentum across the region to the ex- created UAEs first Manga novel The social media and armed with creativity, Stand-up comedy no one thought would work. They were to the countrys ills. Within days it went tent that now theres a new website Gold Ring. Illustrated by celebrated they are escaping repressive conformity, Comedy has always been serious busi- wrong. All of the shows were a sell out, viral and was on everyones lips during MidEastTunes(www.mideastunes.com) manga creators in Japan, but with the expressing themselves in unique ways ness in the region, with celebrated TV and the gamble paid off big time. the street demonstrations. that provides a platform for underground text in Arabic, the work is a great example and breaking existing stereotypes. Their shows such as Tash Ma Tash exerting The key driver in its success was the Not only did the song become artists to upload and share their music of bridging cultures through cartoons. impact is best manifested in the mercurial huge cultural influences. Yet comedy role played by the regions dominant the anthem of the Tunisian uprising, with the world. With rising interest in comics, the region 32 Gulf Marketing Review October 2011 October 2011 Gulf Marketing Review 33
- 2. Marketing 息 GrapheastAFP winning words: Saudi poet Hissa Hilal arrives at Millions Poets grand finale ...a Saudi veiled woman became a finalist on but the mass brand marketers which have realised its mainstream potential. Millions Poet ...her performance became an We should make it clear that most of the examples here were instigated overnight sensation... pre-Arab Spring. What makes them per- tinent is that these brands were among the first to recognise the power of art now boasts its own comic convention And thats exactly what art is all about. in helping to promote a greater sense Middle East Film & Comic Con. It gives a sense of meaning for humanity of self identity and empowerment. In a in an unstable world. Hence its inextri- post-Arab Spring world this latent quest whats in it for marketers? cably linked to the experience of being for freedom in expression will become So how do marketers participate in this human. In a society where freedom of increasingly acute. culture of change? And how can they speech could be restrictive, art becomes engage with Iconoclasts on a meaning- more than just entertainment. Its a mode Stand-up comedy To bring to life its prom- ful level? of self-expression and as well as sub- ise of spontaneous joy, Cadbury created The biggest challenge for marketers version the sheer power of which can Academy of Joy a stand-up comedy today is posed by the dawn of the new be witnessed through the social change tour across the region. The GCC-wide era of marketing communications where sweeping the region comedy tour was not just about spreading the 30-second TVC is gradually becom- Some leading marketers have been laughter, but also inspiring and nurturing ing moving wallpaper and continues quick to tap into the growing art move- budding comic talent through special to slide in the hierarchy of communica- ment to design meaningful human ex- workshops. The best ones were then tions. With consumers taking control of periences to captivate their consumers. given a chance to perform live with the marketing conversation its getting These experiences are about designing the professionals. harder and harder to connect with con- active engagement platforms, not the Poetry Research clearly showed that sumers. Meaning is being derived by typical wallpaper sponsorships like the Arab women used poetry to celebrate brand experiences experiences which old days. Its not just the luxury mar- who they are as people. Not only is are simple, human and enduring. keters who are active on the art scene, there a rich tradition of poetry in Arabic 34 Gulf Marketing Review October 2011 October 2011 Gulf Marketing Review 35
- 3. Marketing art of the matter: al rajhi Bank created Saudis first painting competition for women In a society where freedom of speech could The above are a few examples of some brands which dared to venture into the be restrictive, art becomes more than just unchartered territory of arts. But the question is how pertinent and effective entertainment. are these brand-art partnerships? Recent research from UK-based Bauer Media has confirmed that consumers appreciate and literature, the art form also provides an Al Rajhi Bank created Saudis first welcome these brand-art marriages, as long outlet for self-expression which especially painting competition for women last as they deliver a meaningful experience. resonates among Saudi women. This year, showcasing 300 select paintings With the success of popular enter- was exemplified when a Saudi veiled at an art gallery. The banks purpose tainment platforms such as Arabs Got woman became a finalist on Millions was to give women a voice in society, Talent, Millions Poet and the forthcom- Poet a talent show for poets aired on financially and emotionally. ing Arab Idol, the love of art among the Abu Dhabi TV. Her performance became Audi recently named artist Sacha Jafri common man appears to have reached an overnight sensation as her poem as its brand ambassador in the Middle a tipping point. These platforms will lashed out against the authorities. East. Their first project was the trans- continue to inspire artistic creativity Galaxy tapped into this phenomenon formation of an Audi TT Roadster into among our Iconoclasts. These platforms, to connect with Arab women. We helped a piece of art. The proceeds of the coupled with brand-art partnerships, Galaxy create the regions first poetry vehicle go to START, an NGO supporting will continue to fuel the art renaissance segment on MBC1 entitled Passion art education among under-privileged in the region. n for Words. More than 4,300 women children. submitted their poems willing to read Skywards, Emiratess frequent flyer them out on air. programme, also has long supported Fine arts Theres also a rich tradition the arts through its Future Artists Mohit Lodha of calligraphy and Islamic art among initiative, a worldwide competition to Human experience director, Saudi women. find the worlds most exciting artists. SMG Dubai 36 Gulf Marketing Review October 2011