Building a Live Platform Around Egypt’s Independent Producer Scene.

Cairo's summer 2022 concert season belonged to the established names. Shaabi, rap, old-school pop.

The independent electronic producers building Egypt's new sound had no stage of their own. They played warm-up slots, or they didn't play live at all. There was no venue, no format, and no evidence that anyone would buy a ticket to see them.

The bet

Not a one-off show. A platform.

Built to recur, with merchandise, a visual identity and a name that could come back. Aimed squarely at the Gen Z and young millennial audience the lineup was actually for, rather than the older concert-going crowd everyone assumed would show up. I ran the Meta ticket campaigns against that specific audience, and led the video and marketing teams on the ground.

What happened

It launched at Zamalek Theatre, 3,000 capacity, and sold out.

Then it travelled. Beirut in 2024 paired five hours of music with a conceptual visual act per artist, developed with Mostafa Othman. A follow-up night landed at Metro El Madina in 2025. A co-production with Amman Music Festival gave El Waili his own set on foreign ground.

The number mattered less than what it proved.

The Beirut residency has its own case →