How did Ma'ana Music come about?
I was at a BBQ in Dubai at a friend's house where there were other artists. I met an awesome guy called Hadi, a singer-songwriter from Lebanon living in the UAE. I had never met Hadi before and like all good muso’s we started chatting. Hadi was signed to Universal Music MENA. After outlining what I did with Ma’ana he asked me if I did music PR. Now I could have said the easy option and said no. Which would have been truthful. But me being me, and having the motivation to help, I said 'Of course I do.’ The following Sunday, I opened up my laptop, created an Excel sheet, hammered Google and found 30 outlets in the UAE that covered music and entertainment. I created a list, explained to Hadi what I thought I could do, and the rest is history. Two years later we have helped just under 100 MENA and global Arab artists by delivering their music stories across 15 countries.
Among the other music niche-focused PR agencies in the region, what does Ma'ana offer differently?
I cheekily say we are a bunch of misfits that serve fellow misfits. Musicians are creative people, sometimes insular, their studios are their sanctuaries and performances are their haven.