Sound Sauce Is the New Platform Connecting Music Producers and Artists With Filmmakers and Brands

the first of its kind in the region !

We’ve said it before and we’ll say it again, we are living through another cultural Golden Age in the Middle East, while perhaps not realizing it. Most would probably agree that the last time we saw so much commotion on our side of the world was a couple of decades ago when artists would galvanize crowds almost effortlessly, while audiences felt like they had found a new set of figures, or should we say icons, to hail as the ultimate ambassadors of a generation that was kept quiet, almost muted, from speaking up and seeing themselves represented in the public spheres of society.

Just think of Raï— arguably the epitome of the above spirit at the time— a form of Algerian folk music that sought to liberate an entire segment of the population from an age-old narrative they no longer could recognize themselves in between the aftermath of the War of Independence and the ensuing Black Decade, which saw a revival of extremist religious ideologies. In Cheb Khaled’s own words, Raï is “a music that sings about drinking, love, and so on”— a narrative that was not only frowned upon but also came with harsh sentences. Some of the most prominent artists in their prime were targeted for their open mindedness and deep level of transparency as to how they led their lives, resulting in exile and even assassination (Rest In Peace Cheb Mami). 

Since then, the craze never died down, instead, it kept on growing, especially as the scene continued to enrich itself with artists from all over the creative spectrum who are seemingly keen on listing their names alongside those their parents used to revere. Given the current explosion of talent, especially in the realm of music, institutionalization only seems like the way forward in order to capitalize on the collective efforts put forward by those involved— a task Egyptian multi-hyphenate Nirvana Bebars has self-imposed.

The young Cairo-based creative, alongside film director Muhammad Gamal Eldin, has recently cofounded Sound Sauce, the world’s first licensed Arabic music website in the Middle East connecting music producers and artists with filmmakers and brands. Providing priceless opportunities to those seeking to amplify their creative endeavors, Sound Sauce is poised to become a catalyst for collaboration and innovation in the region’s entertainment industry, bridging a gap in order to build an ecosystem where diverse talents can connect, collaborate, and collectively thrive. 

 

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From emerging musicians looking for exposure to filmmakers and brands in search of the perfect soundtrack, Sound Sauce aims to become the go-to hub for accessing a wealth of untapped potential. To coincide with the launch of the platform this week, we sat down with Bebars to discuss her vision, the challenges, and her hopes for the venture carrying the potential to redefine an entire industry. 

Where did the idea for Sound Sauce come from? 

The initial idea came from co-founder Muhammad Gamal Eldin, who has a background in film directing and editing. He always faced a problem while selecting music for his clients. Most global sound stock websites have very small Arabic libraries that are very unrepresentative of the modern Arab sound. 

Arab music is always portrayed in the same stereotypical, orientalist “Aladdin” way that has been haunting us for years. This is really problematic as music is the fastest-growing industry in the MENA region, and we have so much untapped talent. He would always resort to working with Belal Nawasra, one of our strategic partners, who is a very talented music producer, to craft customized Arabic music for the likes of Vogue Arabia, Adidas, and so on.

After a brief discussion, we noticed that this gap in the market troubles all creatives, such as filmmakers and content creators, and has been an issue for so for many years. 

Where did the inspiration for the name come from? 

I was actually brainstorming with one of our strategic partners, Bosaina El Kahaal, who is also a creative genius, and I was very focused on a serious name when she told me “No Nirvana, you need something that sounds cool, something like SOUND SAUCE.” 

What are some of the gaps you are you trying to fill with Sound Sauce? 

Arabic music is always portrayed in the same stereotypical way, and that’s the main thing we are fighting against. Second of all, the music licensing industry in the Middle East is almost non-existent, as content creators are required to reach out directly to each and every artist in order to license their music. Even when successful, the terms and usage are unclear which also creates a lot of confusion. Last but not least, upcoming artists are eager for exposure and opportunities to monetize their talent but do not have a platform that allows them to do so. 

Why make this venture happen now? Are you surprised to be the first considering how rich our scene/industry has traditionally been? 

It was a matter of time I guess. If we wouldn’t have done it, eventually, it would have happened either way. We have such a rich music culture, from our instruments and our vocals, to our dialects and our genres. We really need to amplify that. If we look at someone like Timbaland, who is one of the biggest music producers, he has sampled Warda, Nagat…Our “sound” is very sexy, and it’s only a matter of time until it crosses over fully. But to answer the question, yes we are very surprised we are the first (to launch this venture) considering the current necessity for this type of platform.

As exciting as pioneering in a field can be, that also means venturing into uncharted territory. What were some of the challenges you faced on your journey?

The lack of infrastructure and being the first platform of its kind in the MENA region was confusing. We didn’t really know where to start, we were very lucky to have so many people help us and guide us from so many industries. However, our biggest challenge remains the legal department. Intellectual property, mechanical rights, and licensing are still vague terms in the legal ecosystem in the Middle East, and not the easiest to trace. Artists and music producers need to feel safe and protected while uploading their music to Sound Sauce. At the same time, the user has to trust us and make sure we are a reliable source.  

What are your goals for Sound Sauce?

Our aim is to grow Sound Sauce into a one-stop shop for music. But we are taking baby steps. We want to make sure that every milestone we achieve is correct. We always want to make sure we are working with the best people. We’ve been lucky enough to have heavy-weight musicians consult with us, record labels collaborating with us, and willing to give us their Arabic libraries and music executives guiding us. We aim to be a full-on library for Arabic music that is reliable, diverse, and time effective given the fast-paced world we live in.

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