FTA Launches to Support Female-Led Music & Brand Partnerships in MENA

As music fans now stream albums and releases for a nominal fee or even for free, global and regional artists have found the traditional reliance on royalties and stream-related revenues no longer sustainable. As a result, we have witnessed artists adapt to a new form of direct-to-fan relationships, particularly brand partnerships, as a more sustainable alternative avenue to continue pursuing their passion for music.

While we often see talent and artists partnerships worldwide, with global brands always investing in emerging artists, this trend has only been normalised recently in the MENA region, with a specific focus on male artists. Serving to bridge that gap between regional female artists and brands, Dubai-based Female Talent Agency (FTA) has recently emerged as the first-of-its-kind female-led creative agency, specialising in facilitating powerful and authentic collaborations.

Spearheaded by Anna George - who has worked for over ten years in Sony Music Entertainment Middle East as th e Head of Talent Partnerships, International Marketing and Licensing - FTA seeks to play a role in shaping the future of music and brand partnerships in the region. Besides fostering these collaborations, FTA also aims to nurture and amplify regional female talents, not only within the ever-growing MENA music scene but also globally.

In a virtual interview with Anna George, she shared her insights on the significance of female talent and brand partnerships in the region, the secret behind successful collaborations, and how she aims to shape the future of music and brand partnerships in the MENA music industry…