5- New Media Networks
spurring the rise of new networks that represent them across genres and social platforms.
Dunyati, an online lifestyle channel for Arab women, features segments by celebrity fashion bloggers Tamara Farra (aka The Stylish Mouse) and Maya Moussa (aka The Wire Mannequin) and makeup enthusiasts like Rachel Maatouk. And Sa7i, one of Saudi Arabia’s most popular online channels, broadcasts brandsponsored shows like ‘Broadcast Show’ (sponsored by Doritos) and ‘Darba Horra’ (sponsored by Pepsi), continuously collaborating with rising talent to connect to young Arab audiences.
New media events are also being created or hosted around these new digital stars, creators and their fans. Late last year, Youtube hosted its first ever, Arab fan meet-up, where young aficionados could meet some of their Youtube ‘stars’. “We are trying to showcase the popularity of these creators, and have them interacting with the community,” says
Head of Youtube partnerships for Youtube MENA, “These creators are stars in their categories and are looking forward to meeting with their fans. We also want the fans to know how much these Youtubers appreciate all the support they receive.”