Streaming, Visibility, and the New Reality for Artists in MENA
In Morocco’s crowded rap scene, artists are finding new ways to stand out—not only through their music, but through how they navigate digital platforms. One standout is Valerieblud, a rapper from the eastern city of Oujda. His emotional trap music and soft-spoken delivery have helped him rise from the underground to a growing international audience.
His rise reflects a broader shift across the Middle East and North Africa (MENA), where music careers are increasingly shaped by streaming platforms, social media, and direct industry connections.
Social Media as the First Stage
Tracks like “Violet” and “Cobra Pretty” gained attention through short videos on Instagram and TikTok rather than traditional media outlets. This strategy—testing music visually before it becomes a hit—has become standard for young artists across the region. Streaming platforms now serve not just as distribution tools but as gateways and guides, helping emerging artists understand how to grow and reach audiences.
Access and Mentorship
One factor that distinguishes the MENA market is the level of personal access to platform representatives. Artists like Valerieblud have reported early guidance from regional streaming managers, providing insight into release strategies, audience growth, and career development.
A key figure in this ecosystem is Naoufal El Amrani, a senior manager for artist partnerships in the Middle East and North Africa. His hands-on approach has helped connect underground talent with resources, mentorship, and industry opportunities—access that many international artists may not easily receive.
Pressure and Expectations
While streaming provides new opportunities, it also comes with intense pressure. Emerging artists often release just one or two tracks and expect immediate recognition. Social media amplifies success stories, but it also magnifies disappointment when tracks fail to gain traction. Industry insiders note that this tension is particularly acute among younger artists in Egypt, Morocco, and Saudi Arabia.
Regional Scenes and Musical Evolution
MENA’s music landscape is diverse and rapidly evolving:
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Egypt: Genres like mahraganat remain popular despite government pushback, and tracks by artists such as Eslam Kabonga continue to dominate streaming charts.
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Morocco: Hip-hop has become deeply embedded in youth culture, with breakdancing even being introduced in schools. Artists like ElGrandeToto maintain high streaming numbers annually.
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Across the Region: Many artists are experimenting across genres, blending rap, pop, electronic music, and live instrumentation, reflecting both creativity and a willingness to innovate.
Money, Transparency, and AI Concerns
Financial transparency remains a major concern. Many artists find streaming revenue opaque and disconnected from cultural impact or audience size. Initiatives like Loud & Clear, reported on by industry outlets such as Rolling Stone MENA, aim to educate artists on royalties and fair compensation.
Additionally, the rise of AI in music has raised questions about creative ownership. Artists like Souhail Guesmi (Ratchopper) have expressed concern over how AI could replicate their work without consent, leading some to release music independently to maintain control and encourage intentional listening.
Human Connections in a Digital Industry
Despite the digital emphasis, personal relationships remain crucial. Figures like Naoufal El Amrani play a vital role in mentoring, connecting, and supporting artists on the ground. For Valerieblud, this personal connection has been a key factor in his professional growth—something that even large, global streaming markets often lack.
The stories of artists such as Valerieblud and Ratchopper illustrate a region in transition: a digital-first music industry balanced by local mentorship, creative independence, and the search for fair recognition. While platforms and algorithms dominate distribution, the human side of music continues to shape the future of MENA’s emerging talents.
