Saudi Arabia’s music scene has been exploding in popularity as of late, and now some of its most iconic and up and coming artists have united for what could be the biggest hit of the summer. Pepsi, a long-time supporter of the Kingdom’s music scene, has joined forces with some of Saudi Arabia’s biggest music artists to launch its new Pepsi Music campaign, ‘We Are The Anthem”.
“We Are The Anthem’’ celebrates the “Fusion of Inclusion”—the diversity of Saudi Arabian musical genres — an expansive array of styles ranging from Tarab to Arabic Pop and Rap. All those styles are represented in the artists that Pepsi has brought together to celebrate that rich Saudi artistry, creating a gifted collective of creatives “Thirsty for Music” and creative expression, according to Pepsi.
The campaign is also the name of a song that pays tribute to the Saudi changemakers of music. The song, ‘’We Are The Anthem’’, is performed by the “Knight of the Khaleeji Song” Rashed Al Fares, and a handful of talented Saudi artists such as Abdullah Al Manea, Molham, Lil Jum and Jenn. The musical anthem was the collaborative work Saudi changemakers Ammar Ramadan, poet Turki AlSherif and Jasim Mohamed.
As part of the campaign, Pepsi is also releasing a video clip featuring the artists, which showcases a selection of heritage sites, mapping out the evolution of the Saudi music scene as well as Saudi’s diverse terrain itself.
As a proud Saudi, my music and art have always held up a mirror to who I am and where I come from, reflecting the cultural influences that have shaped me. I am delighted to play a part in raising awareness of the Kingdom’s thriving creative scene with the launch of the PEPSI® Music campaign and the release of ‘We Are The Anthem’. I hope this goes a long way to calling attention to the power of Saudi imagination and inventiveness, creating lasting bonds between the Kingdom’s artists and the rest of the world,” said Rashed Al Fares.
Through the launch of its new music campaign, Pepsi will continue to enliven the Saudi entertainment scene, creating memorable experiences across the Kingdom through a series of ongoing events and initiatives, all feeding into Saudi Arabia’s Vision 2030.
“Saudi Arabia is home to a thriving community of gifted artists. Renowned for its rich artistic heritage and traditions, the Kingdom has been a hub of creative expression. At PepsiCo, we understand that it is decidedly important for us to support the people and communities we cater to by creating truly inspiring experiences that will not only live long in the memory but generate lasting opportunities, transform lives, contribute to the growth of the Kingdom and spotlight the beauty of its creative landscape. That is precisely what we aim to do with the launch of the Pepsi Music campaign, to provide a stage for Saudi creativity and Saudi Music,” Aamer Sheikh, Middle East CEO at PepsiCo, said.
PepsiCo has been present in Saudi Arabia for the last 60 years and aims to extend its proud legacy of inspired storytelling through music across the Arab world, the brand added in a statement.