Three Years of Being Trusted, Rather Than Hired.

Most artist-brand relationships in this market are single-activation. One campaign, one payment, one credit.

Red Bull Egypt wanted an ongoing cultural presence instead of a placement. That is a different problem: it means sustaining trust across multiple years and multiple formats, rather than re-pitching a new idea every time the brand needs a moment.

The bet

I treated the relationship itself as the deliverable.

Mazzika Salounat got curated every season it ran, in 2022, 2024 and 2025, so the brand always had a reliable and credible music voice to reach for. From there the partnership extended into adjacent categories as those needs came up: Mind the Gap, a Red Bull music performance at their Abu Dhabi sports event in 2023, Spotify Egypt's Gaming Summit in 2024, and the curated music programme at El Gouna Film Festival that same year.

What happened

2025 was the partnership's biggest year.

El Waili's Red Bull Jukebox collaboration and audience-competition duet with Tamer Hosny, then his live orchestral performance at the Tetris Championship opening and closing ceremony in Dubai, where I led the visual operation from ideation through to the show itself. Three years in, Red Bull keeps coming back rather than shopping the next campaign elsewhere.