Thinking of kickstarting your music career?
Across Dubai, Beirut, Riyadh and beyond, a new generation of artists is building songs on screens instead of studios, folding sound into image, editing emotion on the move. The line between device and instrument is dissolving — and that’s where I Am the Scene begins.
The collaboration between Samsung and Anghami isn’t another campaign. It’s about observing what’s already happening: young artists producing tracks on their phones, filming their own visuals, shaping entire creative worlds from their hands. The initiative simply steps into that moment and gives it a structure, a space, a platform.
I Am the Scene is built around participation. The technology sits inside this exchange. The Galaxy Z Fold7 and Z Flip7 function less like phones, more like mobile studios — tools for capturing late-night vocals, layering sound, editing video, reshaping a track while sitting on a curb or in the back of a car. The Z Fold7 becomes part of the rhythm: unfold, record, fold, move.
Omar Saheb, Regional Chief Marketing Officer and Vice President of Marketing and Online Business at Samsung Electronics MENA
“’I Am the Scene’ is more than just a collaboration. By merging Samsung’s groundbreaking foldable technology with Anghami’s powerful platform, we’re giving young artists the tools to step into the spotlight and share their stories with the world. This campaign is a testament to our unwavering commitment to unlocking creativity and self-expression across the region.”
Creation is open to everyone. It happens wherever the artist happens to be. Bedroom. Rooftop. Street corner. Metro ride. The collaborative track produced entirely on the Galaxy Z Fold7 by Sultan Al Murshed and Marilyne Naaman is a proof of concept: that modern music production in the region is becoming more personal, more portable, more fluid.
In addition, the initiative unfolds as a social-first competition built around an open call for submissions, inviting fans and emerging artists to step into the spotlight. All are encouraged to share short singing videos offering their own interpretation of the newly released track, and to post them on Instagram while tagging @samsungsaudi, @samsunglevant, and @samsunggulf, using the hashtags #IamtheScene and #أنا_السين — transforming the campaign into a living, participatory stage for the region’s next wave of voices.
What begins online quickly moves into something more tangible. A group of selected participants will be flown into a live creative session in Saudi Arabia on January 19, where they will collaborate with Sultan AlMurshed and Marilyne Naaman to build an original track from scratch — using nothing but Galaxy devices.
The Galaxy Z Fold7 and Z Flip7 become complete creative ecosystems, carrying the process from first idea through to final cut, all within a single handheld space. And this is where the project finds its cultural weight.
Think you’re the scene? Prove it and join the movement.
In the end, one artist is chosen, rewarded with a Galaxy Z Fold7 or Z Flip7 and a spotlight on Anghami, while something more valuable takes shape: presence, access, and a wider stage across the region’s creative scene.
I Am the Scene isn’t claiming to discover talent — it acknowledges that the scene already exists. It’s in young people building futures through sound, image, and self-taught skill. It’s in Arab youth reshaping what a music career looks like without waiting for old systems to catch up.
The future of MENA’s music culture doesn’t announce itself. It uploads. It edits. It presses play.
Create your own video and post your clip on Instagram, tag @samsungsaudi, @samsunglevant, @samsunggulf, and use the hashtags #IamtheScene and #أنا_السين.
Shortlisted participants will then have the chance to attend a hands-on workshop with Sultan Al Murshed and Marilyne Naaman, crafting a new song entirely on Samsung Galaxy devices.
Step in, express yourself, and make your mark: the stage is yours.
