Believe has expanded its MENA-based Artist Services division via deals with three superstar artists from the region.
The company has signed Arabic-language pop star Nancy Ajram (from Lebanon), along with Lebanese superstar Ragheb Alama and Egyptian superstar Angham.
According to Believe, the three “strategic deals” form the “cornerstone” of its roster and “evolution” in the MENA region.
Believe said on Wednesday (July 16) that following the announcement of its revamped MENA leadership team in 2024, its Artist Services division (led by Celine Hitti) has been expanding with a focus on both Egypt and Lebanon.
Widely known as the “Queen of Arab Pop,” Believe said that Nancy Ajram has “defined Arabic pop music over the past two decades” with her 10 studio albums, including Nancy 8 (2014), Nancy 9 (2017) and Nancy 10 (2021).
Ajram has had a long-standing relationship with Believe, working with Believe Artist and Label Solutions (LAS) for digital distribution and marketing services for more than 14 years.
Believe said that by signing a deal with its Artist Services division in the region, Ajram will now “[gain] access to a premium partnership that combines technology, data and marketing expertise through teams at both a local and international level, working in sync with her veteran team to deliver world-class service”.
Ajram’s new album Nancy 11 was released today (July 17). The company said in a press release announcing the deal that Ajram “is one of three key figures in Believe’s strategy to grow its presence across MENA through premium long-term collaborations”.
Believe’s other two signings as part of this regional expansion include Ragheb Alama (from Lebanon) and Angham from Egypt.
Described as “a pioneer of modern Arabic pop” and a household name in the Middle East, Alama transitions from Believe’s Label and Artist Solutions unit – into Artist Services ahead of his upcoming studio album.
According to the company, “this deal further solidifies Believe’s leadership in Arabic music and underscores its focus on high-impact partnerships”.
Meanwhile, known as the “Sound of Egypt,” Angham is described as “one of the most respected figures in Egyptian pop”, with a career spanning more than three decades.
Since 2021, she has been self-producing music under her label Soot Masr in collaboration with Believe Label and Artist Solutions, scoring 10 “major hits” in the region.
Angham released her “comeback album” Teegy Nsib via an Artist Services deal with Believe in July 2024. It made it into the Top 10 Arabic Albums in 2024 on MENA-focused music streaming service Anghami – where Angham also ranked as one of the top 10 Egyptian artists of the year.
“The signing of these three key figures, marks a defining milestone in Believe’s journey across the MENA region.”
Viktoria Siniavskaia, Believe
Viktoria Siniavskaia, Regional Managing Director & President – Meta – East & Southern Europe, said: “The signing of these three key figures, marks a defining milestone in Believe’s journey across the MENA region.
“It reflects the accelerating growth of our Artist Services division in Egypt, Lebanon, and beyond. With a renewed leadership team and a long-term vision rooted in local talent development, this is a new chapter for Believe in the region.”
“We are incredibly proud to be continuing our work with iconic artists like Angham, Ragheb Alama & Nancy Ajram, three of the defining voices of Arabic pop.”
Dolly Makhoul, Believe
Regional Managing Director for MENA, Dolly Makhoul, added: “We are incredibly proud to be continuing our work with iconic artists like Angham, Ragheb Alama & Nancy Ajram, three of the defining voices of Arabic pop.
“The long-term relationships we’ve built and the confidence they’ve shown in us with these new deals highlights our dedication to developing artists and continuing to grow their success.”Music Business Worldwide
