Partnership is for the first 360 campaign set to bring to life the retailers new brand positioning ‘Show Yourself’  

Dubai, United Arab Emirates, March 11, 2018:   The region’s largest fashion retailer, Centrepoint, has joined forces with Anghami - the leading music streaming platform in the Middle East (exclusively represented by DMS) for a new season of Anghami Sessions. The collaboration will see the retailer supporting the popular concept, with the aim of nurturing musical talent from the region.   

Centrepoint’s recently launched brand campaign, Show Yourself, is centred on the belief that fashion can build confidence and reduce self-doubt. The partnership, facilitated by leading media planning agency, Wavemaker Global, is now set to bring this to life - with a series of eight Anghami Sessions beginning in April 2018 for the next 18 months.

In support of up-and-coming artists, the Anghami Sessions powered by Centrepoint will provide musicians with a recording space where they can record live sets whilst also streaming their music for the public to hear. In addition to the sessions, the campaign will incorporate online advertising, social media campaigns and PR. Planned bespoke activity includes a dedicated Show Yourself page on the Anghami website and app with content from the Sessions. 

Simon Cooper, Head of Centrepoint, said: “Fostering aspiring talent and helping people achieve their ambitions is a commitment that we feel very strongly about. Our partnership with Anghami, reflects the message behind our Show Yourself campaign, and we are pleased to be able to support them in championing great artistic talents here in the region. We are very much looking forward to a great year of music through Anghami Sessions and hope that our customers will all enjoy it along with us.”

Anghami is known for providing unlimited and personalised Arabic and International music seamlessly on-the-go via mobile as well as web. Through Anghami Sessions, which are produced in the UAE and Lebanon, the streaming service also provides a musical podium for aspiring artists to showcase their talent and reach their 50+ million users across the Middle East and North African region. 

Anghami Co-Founder, Eddy Maroun adds: “We are always looking to work with brands with whom we have shared values and have music as a core part of their strategy. With Centrepoint, and especially considering its new Show Yourself brand positioning, we feel we have a perfect fit for Anghami Sessions to reach a new audience of music fans. We are excited to be presenting great music from, local artists and we thank Centrepoint for partnering with us.”