How Apple is empowering local musicians
How modern streaming services like Apple Music are opening doors for up-and-coming artists.
When she was sixteen, Nathalie Saba’s life took an unexpected turn when she went from a regular high-school student to a teen pop-star overnight. She first captivated social media users performing an Egyptian pop song “Hat Eido Yah” (Oh, he touched my hand) featuring a jazz style. She then signed a contract with Sony Music Middle East a step than many aspiring singers only dream off.
Then in September of 2015, her debut single Snow dropped, which was written and recorded in Sweden. The track, which was recorded in English, infused contemporary beats with Arabic instrumental flourishes. Along with the single, she released the This is Me EP (extended play), which included cover-songs in English. This was the last thing that Nathalie released.
Now, the 21-year-old has made a comeback to the music scene, this time with an Arabic single, Fe Nas, which was released early March. The music industry is one of the hardest to crack, but with the help of streaming services like Apple Music, up-and-coming artists independant artists like Nathalie are able to share their music with a wider audience and have their work heard and appreciated.
We got the chance to interview Tracey Hannelly, who leads Apple Music outside the US and Nathalie Saba, who has been associated with the streaming service for years now, to discuss how the music platform is empowering female regional artists.
Tell us a little about your childhood. Did you grow up surrounded by music? Nathalie Saba:
Yes, I did grow up surrounded by music. As far as I can remember, I’ve always had a microphone and a piano around, and my mother has always been keen that I practice and improve my skills. I also grew up singing in choirs, either at school or church. I remember how singing or playing the piano used to give me confidence and joy as a child. It was just something that I really loved doing ever since I was young.
When did you start singing? How did you discover your passion for singing? NS:
I started singing when I was 5, and I’ve always had this passion for music ever since I was a child. I remember how I enjoyed doing those little gigs [singing in choir] and how happy I would be with my parents watching me.
Why did you choose to pursue a career in music? NS: Sometimes it takes people years to
figure out their passion or what they want to do as a job, and I feel like I was lucky enough to figure that out at an early age. I just knew that this is the thing that I love doing the most and that nothing would make me as happy as making music. I feel truly blessed to have the opportunity to do what I love, and call it my job.
What has been the biggest obstacle in your career so far? NS: One of the biggest obstacles
in my career so far has been my confusion about where I want to go with my music and
overthinking so many things. It was later on that I realised it's very important to think wisely about your career, but it’s sometimes almost destructive if you over do it. You can end up doing something that doesn't reflect your true identity, and reflecting my identity is my main purpose in music. So, I’ve learned that I should enjoy it more and think less, and always be 100% myself and follow my guts.
Were your parents supportive of your choice to pursue music? NS: Yes, they were very
supportive, but a bit worried as I was very young. They knew how much music means to me and they never tried to stop me from doing something that i'm passionate about. They guide me and advise me instead.
What is your creative process like in the studio? How does your music come about? NS: I think it’s very important to be very picky
when it comes to the people you’re working with, especially if I’m working on new music, because this really helps with the whole process. You have to have an understanding of each other, find people who share your vision and cooperate, so you can bring this vision to life. It’s also very important to have a vision first before starting to work, and pick a subject if you're working on a song. But for me there’s no specific routine or plan. It’s just important to pick the right people to work with, focus, be dedicated and have a vision.
How would you describe your style of music and lyrics? NS: Modern, simple and original. I
believe that it’s important for my style of music and lyrics to be contemporary and give people something that they could relate to.
What has been your biggest achievement so far? NS: I think my biggest achievement
is coming from a conservative community, yet starting my professional career at age of 15 and still being able to create music and share it with people until this day. It hasn’t been an easy journey but I know this is only the beginning and I’m proud of what I’ve done so far.
How long have you been associated with Apple Music? How has the platform supported your journey as an artist? NS: I’ve
been associated with Apple Music for three years now. Apple has been super supportive and I’m truly happy to have the chance to have my music on such an important and global platform that constantly supports upcoming artists.
Tell us about your role. How long have you been leading Apple Music international? Tracey Hannelly: I joined Apple in 2007, and
have been part of the team working on Music at Apple ever since then. Today, I lead Apple Music and Apple’s other content businesses for all the markets outside of the US.
How does Apple Music support and empower regional artists to grow? specifically emerging talent? TH: Apple Music is passionate about
unearthing the very best in Middle Eastern talent and gives local artists a digital platform by taking their music to a global audience and supporting them with editorial featuring. For example, our expert editors carefully curate dynamic playlists which will feature the best Middle Eastern music. Nathalie Saba's smooth tones are a firm favourite on Apple Music’s Best of The Week playlist.
What would you like to say about the growing female artist scene? How has it grown in the past few years? TH: Women’s contribution
to music has always been significant and meaningful. Brave and purposeful women across every generation and genre have produced some of the greatest musical legacies of all time – Umm Kutlhum, Fairouz, Asmahane, Sabah, Warda, Majida El Roumi, Yasmine Hamdan, the list goes on and on.
What’s interesting now, is that the variety of female artists coming through are not only immensely talented musically and able to imbue their unique female perspectives via their voices, instruments and lyrics. But now female artists are empowered to take full ownership of the entire creative process, the development of their own brand, their style evolution, business management and the direction of their own careers which often leads to many founding their own labels and production companies.
This year has already been particularly important because women today, more than ever before are breaking records and being recognised for their contributions. Ariana Grande’s album "thank u, next "- set two new records on Apple Music, first for the most first-day streams of a pop album, and second for the most first-day streams of any female artist. Recently we also saw Lady Gaga – become the first person in history to win an Oscar, Grammy, Bafta and Golden Globe in one year for her song “Shallow “from A Star is Born.
Through your experience with Apple Music, what advice can you give to young aspiring female artists? TH: As a female, a leader and
also as a mother of daughters myself, I would give the same advice to all young women today. Never before has there been so much opportunity for women to shine, to blaze a trail and break records in any field or industry.
I’ve always championed other women in the music community, and in my career I’ve been lucky enough to have been inspired and supported by many amazing women myself. What sustains female achievement is having a clear vision, then just working really, really hard – having the determination and endurance to keep trying even in the light of set backs and adversity is ultimately what drives women to succeed. What is next for you? NS: After a successful release of my first English EP, I’ve been working on new material in my own Egyptian dialect. My first Arabic single was released on March 6, and I am planning to create more music very soon.