Swedish streaming giant Spotify has called on one of the Arab World’s rising talents to become their latest EQUAL ambassador. Having just launched this week in the region, the empowering initiative seeks to amplify the work and voices of women in the creative industry by providing them with the relevant tools for worldwide advertising and international exposure.
Kicking this new program off, Perrie will be the first regional artist to be put under Spotify’s spotlight as each month will see a new ambassador go through the digital streaming platform’s rank to feature their latest music releases and highlight their artistic genius.
To celebrate the launch of the initiative, Spotify set a short film free through their YouTube channel. The 45-second-long video, directed by Rana Alarian, sees Perrie, accompanied by Egyptian singer Dina El-Wedidi and UAE-based artist Almas, surrounded by eccentric decor tease their striking vocals while re-directing viewers to the tailor-made playlist built for the special occasion.
“I’m thrilled to be the first Spotify EQUAL Arabia ambassador of the month and couldn’t have picked a better month to release my song ‘El-Sa3a 9’,” Perrie said in a statement. “It’s amazing to be a part of this program that is dedicated to giving us global exposure and recognizing our contributions to the music industry.” she continued.
This is not the first time that Spotify has made its wish and will to promote creative women. Sawtik, a similar venture to EQUAL, which was initially launched in 2020, has now been integrated into EQUAL making the new project even more complete and stronger than it was before.