Spotify Launches ’SAWTIK’ Initiative to Amplify Arab Women Artists

The project will highlight 16 Oriental voices representing Morocco through Nada Azhari or the rapper Khtek, but also Algeria, Tunisia, Egypt or Palestine. The goal is to help these women come out of the shadows and become better known. The consumer marketing manager for the Middle East and Africa at Spotify, Lynn Fattouh, explained that through SAWTIK, "female artists from the Arab world will be able to benefit from an audio streaming platform capable of boosting their listening among the public and giving a serious boost to their musical future".

She explained that the musical titles of these singers will be broadcast on nearly 18 flagship playlists of the service and can be listened to and shared by a very wide audience. The artists are delighted with this initiative aimed at revealing their talent. "SAWTIK is a unique opportunity for these young talents to reach several million listeners at once," confides one of the hopes of Moroccan rap, Khtek.

In addition to the promotion, special emphasis will be placed on coaching these talents, on managing their image and on how to communicate effectively to become known. This part of the mission will be carried out by the Tunisian Latifa Arfaoui. "SAWATIK" was born following the main conclusions of the study carried out by Spotify for the international marketing firm Nielsen. The survey revealed that 60% of up-and-coming singers felt stigmatized after starting their music career and that more than half of listeners hardly ever listen to local singers, the same source specifies.