The Second Release.
Billboard Arabia remastered Etab's 1988 song 'Ya Saudi' and released it again two days before National Day 2024, relaunching her as though she were a new artist.
- Brand
- Billboard Arabia
- Agency
- SRMG Labs
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
Saudi music is growing fast, but women had little place in its history from the 1980s on, leaving few female icons for new generations. Billboard Arabia wanted to restore one of those voices and tie its brand to Saudi identity for younger listeners.
The idea
SRMG Labs remastered the track and put it on every major streaming platform ahead of National Day, using AI to bring back Etab's voice and image for a stylised music video and a Billboard session. The relaunch spread through a clothing line, outdoor posters and digital media, and the agency reports that 'Ya Saudi' trended nationwide as a second anthem.
Results
- 2.43 million plays and 26.3 million reach, according to the awards entry board
- TikTok's top trending song on National Day, according to the awards entry board
- Etab was given the Ministry of Culture's Cultural Impact Award, according to the awards entry board and Campaign Middle East
Case study source: Campaign Middle East Source ↗
