Billboard Arabia
The Second Release
Reviving a long-forgotten diva.
Due to conservative movements in the 80s, women had minimal presence in Saudi music history, leading to a shortage of female icons to inspire the next generations. Billboard Arabia wanted to change that by reviving a long-forgotten diva: Etab.
To bring her back to this new Saudi Arabia, we relaunched Etab as if she were a modern artist. We remastered her song Ya Saudi, a tribute to Saudi Arabia. We released it on all digital platforms two days before the most important day on the country’s calendar: Saudi National Day.
Etab was honored with the Cultural Impact Award, placing her name in history and continuing to inspire future generations of female artists.
"True to brand, it invited a wave of participation through deep insight into the spirit of the new Saudi and its young people. It navigated societal complexity with deftness, earning a longstanding impact at a perfect moment in time."
Vanessa Ho Nikolovski - CCO, Asian-Pacific, Weber Shandwick ¯