In a major push to deepen its footprint across the Middle East and North Africa, global music company Believe has locked in long-term partnerships with three of the Arab world’s biggest pop icons: Nancy Ajram, Ragheb Alama, and Angham. This move signals a serious bet on the region’s booming music scene and on the power of Arabic-language pop to travel even further.
New Chapter for Believe in the MENA Region
On July 16, Believe officially announced the expansion of its Artist Services division in MENA, following a 2024 leadership overhaul that brought in a new strategy focused on Egypt and Lebanon. Spearheading the division is Celine Hitti, with operational leadership from Dolly Makhoul (Regional Managing Director for MENA) and strategic oversight from Viktoria Siniavskaia (President – Meta – East & Southern Europe).
The company says its latest signings represent not just artist deals but “cornerstones” of its regional evolution.
“These three key figures mark a defining milestone in Believe’s journey across the MENA region,” said Siniavskaia. “It reflects the accelerating growth of our Artist Services division in Egypt, Lebanon, and beyond.”
Nancy Ajram: A Strategic Pillar
Dubbed the Queen of Arab Pop, Nancy Ajram has been a dominant force in Arabic music for over two decades. With 10 studio albums under her belt Nancy 8 (2014), Nancy 9 (2017), and Nancy 10 (2021) she’s not just an artist but an institution.
Her latest album, Nancy 11, dropped on July 17, coinciding with her new Artist Services deal. While Ajram has long worked with Believe’s Label and Artist Solutions (LAS) unit, the new partnership gives her access to what the company calls “a premium partnership that combines technology, data, and marketing expertise at both a local and international level.”
This upgrade in services is aimed at delivering “world-class support” while syncing with her veteran team. It’s a clear signal that Believe wants more than distribution it wants to shape careers at the highest level.
Ragheb Alama: From LAS to Artist Services
Also joining the Artist Services roster is Lebanese superstar Ragheb Alama, often described as a pioneer of modern Arabic pop. Alama transitions from Believe’s LAS unit into this new service tier ahead of his upcoming album, bringing decades of stardom with him.
“The deal further solidifies Believe’s leadership in Arabic music and underscores its focus on high-impact partnerships,” the company said in a statement.
For a company chasing deeper influence in the region, this kind of marquee name helps move the needle not just in terms of catalog, but clout.
Angham: A Comeback Fueled by Independence
Representing Egypt in the trio of signings is Angham, often referred to as the Sound of Egypt. Her career spans more than 30 years, and in recent years she’s been fiercely independent self-producing under her label Soot Masr in collaboration with Believe.
Since 2021, she’s scored ten major hits and released her comeback album Teegy Nsib in July 2024 through Believe’s Artist Services. The album landed in the Top 10 Arabic Albums of the year on MENA-based streaming giant Anghami, where she also ranked among the Top 10 Egyptian artists of 2024.
“Working with iconic artists like Angham, Ragheb Alama, and Nancy Ajram is a huge source of pride,” said Dolly Makhoul. “The long-term relationships we’ve built, and the confidence they’ve shown in us, highlight our dedication to growing their success.”
Why It Matters: Artist Autonomy Meets Infrastructure
What this really means is that Believe isn’t just signing artists it’s building an infrastructure that respects legacy while embracing innovation. The company is betting that its combination of local insight and international capability will appeal to high-profile artists looking for more control and customized support.
That model premium services, artist-first strategies, and long-term vision could well redefine how global music companies approach non-Western markets.
Conclusion: The Next Phase of Arabic Pop is Global
This isn’t just a win for Believe. It’s a signal that the Arabic-language music industry is scaling up in terms of production, strategy, and ambition. With iconic artists like Nancy Ajram, Ragheb Alama, and Angham leading the charge and platforms like Believe offering serious backing Arabic pop might just be entering its most globally resonant era yet.
The question now: who’s next?
