I Am The Scene

A Samsung MENA partnership positioning the Galaxy Z Fold7 as a portable studio for emerging Arab musicians. Sultan Al Murshed and Marilyne Naaman ran workshops on writing, recording and filming on a phone and released a track produced entirely on the device, with digital showcases on Anghami to follow across Middle East markets.

The brief

Young Arab musicians who increasingly use their phones to write, record and share music.

The idea

Samsung and Anghami had Marilyne Naaman and Sultan Al Murshed teach emerging artists to write, record and film on a phone, and release a song recorded from start to finish on the Fold7.

What to borrow

Having known artists prove a phone can make a finished song gives aspiring musicians a demonstration they can copy.

Brand	Anghami
Agency	Not named on the source
Talent	Sultan Al Murshed, Marilyne Naaman
Channels	digital, social, on-ground
Source	Communicate Online