As far as the music industry goes in the Middle East and North Africa, pop seems to fly under most radars, appearing as a ghost of its former self and popularity. Since the early 2000s, the genre, almost as a whole, has experienced a gradual decline, practically overshadowed by the surge of other forms of sonic expression such as rap, hip-hop, and the myriad of ways through which traditional music reinvents itself in modern contexts.
Though its loss in prominence is tangibly reflected through the region’s shifting soundscape, occasionally, it still manages to echo against the cacophony of other pockets of music. And of those that are tirelessly trying to bring its heydays back to life stands Reina Khoury, a 28-year-old artist who’s striving to keep the spirit of pop alive from Jordan.
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Fuelled by the taste of success, the young singer and songwriter vowed to leave no stone unturned in her quest to bring the genre back to where it belongs. Armed with her distinctive vocals, pulsating melodies, and soulful beats, the 28-year-old is slowly assuming the mantle of Nancy Ajram’s apparent heir one release at a time. Driven not just by personal ambition but by a deep-rooted passion for the art form, the Amman-born, raised, and based crooner flaunts a certain je ne sais quoi that not only leaves fans and intrigued listeners craving for more but also sparks genuine speculation about whether she will live up to her Lebanese counterpart’s level— or even perhaps surpass it.
With a community just shy of 200,000 followers on her official Instagram account, Khoury has already amassed a considerable fanbase that is eager to witness her come up. For the occasion, we chose to sit down with the rising star to shoot the breeze, probe her experience in the industry so far, and also better understand the journey that has brought her to where she is today.
Could you start by introducing yourself?
I’m an up-and-coming Arab pop singer. I’m a dreamer and a firm believer in my vision. More recently, I’ve also become a mother, something which has both been an incredible and a life-changing experience.
How did you get into music?
My story with music keeps writing itself by the day. I love writing from personal experience and that’s where my true inspiration comes from. My story starts from school after I got my first solo play. It is then that I found my love for music and being on stage. After that, it was just an ongoing journey of self-discovery through my voice, and a breakthrough when I discovered songwriting. It seemed unreal to me that I could write my own experiences and sing them too.
I got into songwriting after interning at a music studio in London and meeting some people there who convinced me to get into it, and I’ve been learning how to get better from then onwards. I then took it as a mission to make sure music is the career path I want to embark on as I know how tough it can be, and I’ve been building my portfolio since then.
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What made you want to become a professional singer?
I really gave a lot of time and energy to make sure I wanted to take my love for music seriously since I’ve always heard it’s an incredibly difficult industry to navigate. I made sure I understood the highs and lows, and that I loved music enough to have it be my whole life because it’s a very tough path and you need enough grit and perseverance to follow through with it. To be honest, I don’t think I could do anything else. I tried working in different fields and keeping music on the “side,” but it never worked out. Music dictates everything around me, and that’s how I know it’s truly what I’m meant to do in this life.
What is it like trying to make a career in the entertainment industry from Jordan?
Honestly, it’s been tough but also fun navigating such a small, still widely underdeveloped place. I’d say that it’s mainly tough as here, we barely have any places to perform. Performing is such a vital part of being an artist as you need experience to develop your sound and to see how people react to it in person. It is still fun as I get to work, in person, with people so deeply embedded in the true Arabic music culture and who are equally as passionate about bringing the most beautiful sounds out from our country to the world. We are inspiring and paving the way for future artists from Jordan to follow through with their dreams and make them realize that being an artist from Jordan is possible, which is lovely to me. It’s a learning experience every day, and I’m excited to see how things grow and gain more and more attention.
Has being an artist lived up to or gone beyond any expectations you may have imagined? What is the best advice you have been given?
I truly believe my music career is going to stay with me my entire life. I love it so much that I know that I will always create music because it’s such an integral part of who I am.
I want my kids to see me do this and be proud of me for it despite the long path ahead and the unexpected turns I will make and experience. From the beginning, I decided not to have any specific expectations because I know how much of a different career it is for everyone else, and I will never truly be able to know what is going to happen to me either. As a result, I just poured my heart and soul into making music that I love and put all the efforts needed to give the scene the attention it deserves. The best advice I’ve been given is to focus on my love for music and always let it lead the way, and I’ve been living by that ever since.
What do you hope to bring to the global music industry, particularly in the context of representing your culture or heritage?
I would love to be an integral voice making a difference in the new wave of Arab pop, and to be remembered for that. Arab music deserves to go global and it has already begun. I particularly enjoy how everything is developing by the day, having to to catch on new trends and moods while always wearing our culture on our sleeves.
How do you balance maintaining your cultural identity while trying to appeal to a global audience?
That was a challenge for me in the beginning. I started making music mainly in English with hints of Arabic here and there by using Arabic instruments mixed with Western sounds. I kept shifting and evolving until I gained the confidence to create songs entirely in Arabic in a way that was true to me and my personality. I’d say that I’m mainly influenced by Arab artists like Yara, Elissa, Nancy Ajram, Shireen, but also artists like Dua Lipa, Halsey, and Julia Michaels.
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Can you tell us about any upcoming projects or collaborations you’re excited about?
I’m super excited about my upcoming EP, titled Honeymoon Phase. My EP will come out in the form of singles every few weeks and I’m excited for my audience to listen to each song because they’re all so different from one another.
People will be able to learn so much about me by listening to the lyrics carefully! The first song, Nusein, which is already out, is about the arrival of my baby boy and how I felt before having him, and how I imagined feeling when I’d first hold him. The other songs are really fun and different. They were done with a mix of different producers from Jordan, Egypt, and Dubai including people like Joseph Demerjian, Maher Mallakh, and Rayan Bailouni.
Could you tell us more about the project, what went into it, and why you felt like it was finally the right time to release such a body of music?
I’d say that the project is a sonic journey through my life in the past couple of years from love, friendship, and also being lost. I’ve been working on it for the past 10 months, while pregnant, and it’s been an amazing process as a whole. I discovered so much about myself and my voice after releasing my first few songs a couple of years ago. It was the right time to finally have a project with a wholesome title under which many similar stories would fall and I was ready to create that with different producers to capture different sounds and emotions.
What was the creative process was like? and what inspired/influenced you throughout its conception.
It’s a five-song EP and as I mentioned that I wrote, recorded, and finished it all while being pregnant. It wasn’t easy doing that and recording with a tummy in front of me but it was super fun and unforgettable, and I hope my baby loves the music as much as I do after it all!
Some of the song’s themes in the project are about confidence, being happy, and letting go. The final song is titled Awlaweeti and it’s about my sisters as well as the bond we share. The whole project is very special to me, as it is quite personal, and have been begging to pen for a longtime. I can’t wait for it to be all out and tackle my next challenge.
