Looks at the rise of Iconoclast - Post Arab spring consumer manifested through anarchic art forms like stand-up comedy, hip-hop, poetry etc.

1. Marketing
youth community (which is almost 70
per cent of the region’s population).
The internet-savvy young population
had already been exposed to stand-up
via Youtube and couldn’t get enough
of it. The video portal had created a
huge appetite for stand-up content. In
a place such as Saudi Arabia where
performing arts opportunities are so
limited, stand-up came as a breath of
fresh air. Local shows, often deemed
risqué, nevertheless thrive in remote
locations and underground cafés. They
are usually advertised using social media
at close networks of people and have
grown from performances for 50 people
to audiences of thousands.
© Photolibrary/EPA
Laughter has created a ripple effect
in the region. The region now has its
Message to the masses: tunisian rap singer own stand-up festival in Amman. Cre-
Hamada Ben amor, also known as the general ated in 2008, the annual festival brings
together the growing community of Arab
comedians and celebrates their work
RockIng the cASbAh
Hello sweetie: Cadbury’s academy of Joy stand-up comedy tour
with the outside world. Not to be left
behind, Comedy Central was recently
launched by Abu Dhabi’s TwoFour54 to
el general was recently named in Time
A counter-cultural revolution spawned by the Arab Spring has created a provide Arab comics a content platform Magazine’s 100 most influential personalities
to realise their talent, while in Saudi
new Arab consumer – the Iconoclast. Arabia Century 21 Events hosted stand-
up shows in Jeddah. Nescafé, Rabea but also travelled borders, inspiring the Comic books
and Helen Cupcakes were sponsors Egyptian protesters in Tahrir Square. Although the region’s comic book indus-
we are now very familiar with the term rise of anarchic art forms. Be it music, in the region has nearly always been with MixFM as media partner. El General was recently named in try is still niche, recent developments
‘Arab Spring’. In this article we talk about theatre or fine arts – these avant-garde equated with slapstick and satire. Con- Stand-up is not the only art form Time Magazine’s 100 most influential have renewed interest in this graphic
a different aspect of the Arab Spring art forms are flowering and heralding a trast this with stand-up, a quintessential inspiring free expression, however. personalities. art form. The biggest success story in
– a counter-cultural revolution which new art renaissance across the region. American art form, almost unheard of It’s often been argued that rap music this sphere has been The 99. Billed as
has been quietly but steadily ferment- Just check out the Arab Spring-inspired a few years ago, now making waves in Hip-hop in the US originated as a counter-cul- the world’s first Muslim superheroes,
ing behind the scenes. Powered by the art at this year’s Venice Bienale which is the Arab world. So how did this shift As a form of music, hip-hop is hardly tural response to oppression and rac- the series is a creation of Kuwaiti psy-
Arab Spring, this cultural movement has captivating audiences around the world. come about? new to the region. It has been in the ism. Therefore it’s always representing chologist Naif-Al Mutawa. The comics
instilled a new rebellious spirit within This art renaissance led by the Icono- It was an Arab-American troupe of limelight for a while, but only has it anger and struggle. No surprises, then, feature Islam-inspired superheroes who
Arab consumers. We are witnessing clasts is the new marketing reality of comedians who brought the art form recently emerged from the underground that it provided a channel for the youth preach a code of peace and non-violence.
the birth of a new consumer archetype the region which presents a huge op- to the region through the ‘Axis of Evil’ to the mainstream, evolving from enter- to express themselves freely. Another There’s even a burqa-clad character called
– the Iconoclasts. portunity for brands. Let’s understand tour in 2006. Back then stand-up was tainment to a medium of subversion. reason on why youth love hip-hop is ‘Batina the Hidden’ from Yemen. The 99
Iconoclasts are young and restless, some of these seminal art forms closely not a standard performance art. Moreo- Hip-hop had an integral role to play because it’s based on poetry – something has in turn inspired the growing comic
yet brave and bold. They are rising and and gain an insight into what makes ver, none of the members spoke fluent in recent uprisings. of which Arabs are very proud. book sub-culture in the region.
subverting the established order to de- them tick. Arabic, which meant the shows were all The young Tunisian rapper, El General The music has rapidly gained mo- Qais Sedki, a former IT professional,
sign new cultural spaces. Empowered by in English. It was a huge gamble which in his track ‘Rais Le Bled’ bluntly pointed mentum across the region to the ex- created UAE’s first Manga novel The
social media and armed with creativity, Stand-up comedy no one thought would work. They were to the country’s ills. Within days it went tent that now there’s a new website Gold Ring. Illustrated by celebrated
they are escaping repressive conformity, Comedy has always been serious busi- wrong. All of the shows were a sell out, viral and was on everyone’s lips during MidEastTunes(www.mideastunes.com) manga creators in Japan, but with the
expressing themselves in unique ways ness in the region, with celebrated TV and the gamble paid off – big time. the street demonstrations. that provides a platform for underground text in Arabic, the work is a great example
and breaking existing stereotypes. Their shows such as Tash Ma Tash exerting The key driver in its success was the Not only did the song become artists to upload and share their music of bridging cultures through cartoons.
impact is best manifested in the mercurial huge cultural influences. Yet comedy role played by the region’s dominant the anthem of the Tunisian uprising, with the world. With rising interest in comics, the region
32 Gulf Marketing Review October 2011 October 2011 Gulf Marketing Review 33

2. Marketing
© GrapheastAFP
winning words: Saudi poet Hissa Hilal arrives at Million’s Poet’s grand finale
...a Saudi veiled woman became a finalist on but the mass brand marketers which
have realised its mainstream potential.
Million’s Poet ...her performance became an We should make it clear that most
of the examples here were instigated
overnight sensation... pre-Arab Spring. What makes them per-
tinent is that these brands were among
the first to recognise the power of art
now boasts its own comic convention – And that’s exactly what art is all about. in helping to promote a greater sense
Middle East Film & Comic Con. It gives a sense of meaning for humanity of self identity and empowerment. In a
in an unstable world. Hence it’s inextri- post-Arab Spring world this latent quest
what’s in it for marketers? cably linked to the experience of being for freedom in expression will become
So how do marketers participate in this human. In a society where freedom of increasingly acute.
culture of change? And how can they speech could be restrictive, art becomes
engage with Iconoclasts on a meaning- more than just entertainment. It’s a mode Stand-up comedy To bring to life its prom-
ful level? of self-expression and as well as sub- ise of spontaneous joy, Cadbury created
The biggest challenge for marketers version the sheer power of which can ‘Academy of Joy’– a stand-up comedy
today is posed by the dawn of the new be witnessed through the social change tour across the region. The GCC-wide
era of marketing communications where sweeping the region comedy tour was not just about spreading
the 30-second TVC is gradually becom- Some leading marketers have been laughter, but also inspiring and nurturing
ing ‘moving wallpaper’ and continues quick to tap into the growing art move- budding comic talent through special
to slide in the hierarchy of communica- ment to design meaningful human ex- workshops. The best ones were then
tions. With consumers taking control of periences to captivate their consumers. given a chance to perform live with
the marketing conversation it’s getting These experiences are about designing the professionals.
harder and harder to connect with con- active engagement platforms, not the Poetry Research clearly showed that
sumers. Meaning is being derived by typical ‘wallpaper’ sponsorships like the Arab women used poetry to celebrate
brand experiences – experiences which old days. It’s not just the luxury mar- who they are as people. Not only is
are simple, human and enduring. keters who are active on the art scene, there a rich tradition of poetry in Arabic
34 Gulf Marketing Review October 2011 October 2011 Gulf Marketing Review 35

3. Marketing
art of the matter: al rajhi Bank created Saudi’s first painting competition for women
In a society where freedom of speech could The above are a few examples of some
brands which dared to venture into the
be restrictive, art becomes more than just unchartered’ territory of arts. But the
question is how pertinent and effective
entertainment. are these brand-art partnerships? Recent
research from UK-based Bauer Media has
confirmed that consumers appreciate and
literature, the art form also provides an Al Rajhi Bank created Saudi’s first welcome these brand-art marriages, as long
outlet for self-expression which especially painting competition for women last as they deliver a meaningful experience.
resonates among Saudi women. This year, showcasing 300 select paintings With the success of popular enter-
was exemplified when a Saudi veiled at an art gallery. The bank’s purpose tainment platforms such as Arabs’ Got
woman became a finalist on Million’s was to give women a voice in society, Talent, Million’s Poet and the forthcom-
Poet – a talent show for poets aired on financially and emotionally. ing Arab Idol, the love of art among the
Abu Dhabi TV. Her performance became Audi recently named artist Sacha Jafri common man appears to have reached
an overnight sensation as her poem as its brand ambassador in the Middle a tipping point. These platforms will
lashed out against the authorities. East. Their first project was the trans- continue to inspire artistic creativity
Galaxy tapped into this phenomenon formation of an Audi TT Roadster into among our Iconoclasts. These platforms,
to connect with Arab women. We helped a piece of art. The proceeds of the coupled with brand-art partnerships,
Galaxy create the region’s first poetry vehicle go to START, an NGO supporting will continue to fuel the art renaissance
segment on MBC1 entitled ‘Passion art education among under-privileged in the region. n
for Words’. More than 4,300 women children.
submitted their poems willing to read Skywards, Emirates’s frequent flyer
them out on air. programme, also has long supported
Fine arts There’s also a rich tradition the arts through its ‘Future Artists’ Mohit Lodha
of calligraphy and Islamic art among initiative, a worldwide competition to Human experience director,
Saudi women. find the world’s most exciting artists. SMG Dubai
36 Gulf Marketing Review October 2011