Nouran Hatem Helal

03 / Selected work

Work That Maps to Culture, Not to Channels.

Eight projects. In each one the interesting part was a judgement call: what to sequence, what to leave out, whose interest to hold when two parties wanted different things.

  1. Red Bull Egypt Case 01 / Culture marketing · Partnerships · Live Red Bull Egypt A standing cultural partnership across music, sport and gaming, ending in Red Bull Jukebox with Tamer Hosny and the Tetris ceremony in Dubai. Open case →
  2. Mass Production Case 02 / Culture · Experiences · Youth culture Mass Production A recurring live platform for the producers building Egypt’s new sound. Sold out at 3,000 capacity, then travelled to Beirut and Amman. Open case →
  3. The editorial hat Case 03 / Editorial · Long-form interview · AFAC The Editorial Hat A conversation meant to be about self-publishing went somewhere harder. The decision was to let it, and then to run it on the institutional platform rather than publish the safe half. Open case →
  4. Mada Masr membership Case 04 / Membership · Revenue model · Editorial programming Mada Masr Membership Building a membership programme from its early stages on a model that was deliberately not fund-dependent. Five times the member base, and 35% profit growth over two years. Open case →
  5. Two playbooks, one manager Case 05 / Artist marketing · Release strategy · DSPs Two Playbooks, One Manager K.O // O.K engineered for virality with Sony. L NOR built the opposite way, nine instrumental tracks over eighteen months with the animators. Same year, same manager. Open case →
  6. Creators and platforms Case 06 / Creator collaborations · Social-first · Short-form Creators and Platforms Producing a four-part series developed with Shady Abu Zaid and Marwan Tarek, and building on El Waili’s “2010” once TikTok had already decided it mattered. Open case →
  7. Adidas × El Waili × Anghami Case 07 / Brand partnership · Artist marketing · Sportswear Adidas × El Waili × Anghami A remix made for the Adidas Club series, released exclusively on Anghami. The campaign needed a way for the track to reach the artist’s own audience without becoming an advert with a song attached. Open case →
  8. AFAC × OSN Case 08 / Editorial strategy · Institutional partnership AFAC × OSN Teasing a partnership with a line every Egyptian already knew, so the announcement landed as a cultural moment rather than a press release. Open case →
  9. Regional residencies and bootcamps Case 09 / Residencies · Bootcamps · Regional partnerships Regional Residencies and Bootcamps A self-funded bootcamp week in Beirut with Milq Records, an invitation to speak on regional residencies, and then hosting Beirut & Beyond’s own residency in Egypt. Open case →