What’s Holding Regional Artists Back from Global Stardom?
In the global music scene, artists from Latin America and South Korea have become cultural phenomena, breaking language barriers and achieving international stardom. Artists like Bad Bunny, BTS, and BLACKPINK are household names, topping global charts and selling out stadiums worldwide. Fans even go out of their way to learn a new language just to deepen their connection with the artists and be part of the fandom. But for artists from the Middle East and North Africa (MENA), the journey to global recognition has been much slower. Despite immense regional talent, MENA artists have yet to break into the mainstream in the same way, with most finding their success primarily within their local audiences.
Jungkook (of BTS) for Calvin Klein
Regional Success, Limited Global Reach
Artists like Behzad Leito, Marwan Pablo, and Marwan Moussa are iconic within their regions, building loyal fanbases and performing on tours around the world. However, their international shows are often attended by audiences from the same cultural background or language group, limiting their ability to connect with a broader, global fanbase. These artists enjoy massive success among their regional listeners, but their reach doesn’t extend far beyond those cultural boundaries.
Even when these artists venture into global platforms, their visibility and impact remain relatively niche compared to their counterparts from Latin America or East Asia.
Stereotypes and Misrepresentation
One of the key challenges MENA artists face is the deeply ingrained misrepresentation and stereotyping of their region in the global media. Much like in film and television, where Middle Eastern characters are often portrayed in a narrow, negative light, MENA musicians face similar biases. Western audiences tend to associate the region more with political unrest than with artistic expression, making it harder for MENA artists to break through as creative powerhouses.
Even when MENA artists and actors manage to gain international attention, they’re often expected to conform to Western descriptions of what Middle Eastern’s should sound or look like — “exotic”, “traditional”, and distinctly “oriental.”
Weak Copyright Laws and Industry Support
MENA artists face a lack of robust music industry infrastructure and weak copyright protections in their home countries. While many regions have built multi-billion-dollar industries that support their artists with legal protections, streaming platforms, and international distribution networks, many MENA countries lag behind in offering such resources.
Copyright infringement poses a significant challenge for MENA artists. For instance, Jay-Z sampled the original song “Khosara” by Egyptian artist Abdel Halim Hafez without permission, while Timbaland used a sample from Mayada El-Hennawy's “Alouli Ansa” in Aaliyah’s hit track “More Than a Woman” without proper credit. In both instances, when legal action took place, judges ruled in favor of Jay-Z and Timbaland, underscoring the weak protections for intellectual property that leave MENA artists vulnerable. These situations not only highlight the challenges they face but also discourage potential investment in their music.
The Tortoise in the Race for Global Success
Despite these challenges, there are signs of change. While MENA artists have yet to break into the global mainstream, the potential for their future success is undeniable. Artists like Sevdaliza (Iran) and Elyanna (Palestine) are gaining more recognition on the international stage, showcasing the rich tapestry of talent from the region. This includes Omar Souleyman (Syria) who has managed to captivate audiences and brands globally, proving that MENA artists can indeed achieve worldwide acclaim.
As the world becomes more open to diverse sounds and as MENA artists continue to harness social media and digital platforms, the door to global stardom is slowly opening. With a more supportive industry infrastructure, stronger copyright laws, and continued creative innovation, the next wave of MENA talent could very well become global ambassadors, gracing billboards, topping charts, and representing their region on the world stage.
The road ahead may still have obstacles, but MENA artists are moving forward steadily. When they do finally break through, the global music landscape will be richer, more diverse, and better for it.
