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22 Jul 2024 03:36

Advertising & Marketing

Jaguar MENA Partners with WASLA Arabic Alternative Music Festival through ‘The Art of Performance’

Premium automotive manufacturer Jaguar has today announced its strategic partnership with the first edition of Dubai’s WASLA Arabic Alternative Music Festival. Bringing some of the most exciting names from the Arabic alternative scene together on one stage, the full-day event will take place on Friday January 20th 2017 at the Dubai Media City Amphitheatre. 

Featuring live acts from Souad Massi (Algeria), Mashrou’ Leila (Lebanon), Jadal (Jordan), Emel Mathlouthi (Tunisia), Salhi (Tunisia), Neobyrd (Egypt) and local sensation Abri & The Funk Radius (UAE), the new WASLA festival will highlight a wide spectrum of the region’s contemporary Arabic musical genres from Reggae to Rock, Folk, Soufi, Jazz, Soul, Pop and Electronic. 

As the most recent extension of Jaguar’s ‘The Art of Performance’ creative communications platform, the long term partnership gives the bold and distinctive automotive company a brand new channel to continue recognizing the emerging arts, performance and talent across the Middle East and North Africa.

Commenting on the tie up, Hannah Naji, Brand Director at Jaguar Land Rover MENA, said: “Playing once again on music, one of this region’s strongest passion points, our collaboration with WASLA fits in perfectly with the development of Jaguar’s The Art of Performance platform. Working with some of the best emerging talent in the Middle East to showcase a diverse range of musical genres, this partnership solidifies our commitment to elevate all aspects of the Arab culture. We are extremely excited to be part of WASLA’s journey from the very start and look forward to supporting them in creating immersive and exciting moments for audiences.”

In its role as the Official Vehicle Partner of the WASLA Arabic Alternative Music Festival, Jaguar will activate a number of interactive experiences over the course of its long-term agreement to bring ‘The Art of Performance’ to life in new and captivating ways.

Moustafa Abdelhamid, WASLA Marketing Director, also commented: “Working with the right partners by our side such as Jaguar is essential in establishing WASLA as a sustainable platform to support the rise of the creative and performing arts in this region. This year’s WASLA festival is just the beginning and we are thrilled to have the Jaguar team on board to help us nurture and elevate these artists, all the while celebrating our Arabic roots and culture.”

Combining the best in Alternative Middle Eastern music, art and entertainment, WASLA festival goers are promised an experience unlike any other in Dubai. Visit www.waslafestival.com for full festival and ticketing information.

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