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triplew.me’s Makshoof Music platform recently re-launched itself with an amazing promotion – send an act from the Middle East to California to visit Capitol Records and play a gig. The opportunity attracted a lot of the Middle East’s music talent.
Running over summer in 2011, the opportunity aimed at shining a light on the Middle East musicians to people in the Middle East. Promoting the opportunity via a on-site campaign and supported by a large messaging campaign, the short-run saw:
- Over 100 artists upload over 1,000 songs to the platform;
- Music for all genres – from hip hop to rock and everything in-between;
- Important media partnerships were formed during the process;
- triplew.me developed its ‘Music Insider’ platform of original content for local musicians to make the next step;
- EMI, the international record label, became a partner in the platform; and
- Sustained media campaigns allowed for more people to discover talent from within the Region – in Arabic and English.
The winners, selected by an international panel, were Lazzy Lung from Lebanon. Demonstrating that they could promote themselves, interact and develop the platform (in addition to have melodically good songs), they go the judges votes.
RAY-BAN
Supporting the band and their trip to Los Angeles was the iconic sunglass brand Ray-Ban. The brand has a long heritage of supporting music and this was their first step into the Middle East music scene, and by supporting the trip, the brand received content in the form of videos and special channel on triplew.me. More importantly, their support of the band is now assured and yet another success story is on the way thanks triplew.me.
100% original music? In the Middle East? Of an international standard?
Discover more today. Makshoof Music.
Check out some of the footage we took below, or click to see Ray-Ban's brand channel on triplew.me.