The entrepreneur taking Arabic music global from Abu Dhabi
Abu Dhabi’s PopArabia is turning a new generation of ARAB musicians into international stars.
In recent years, music lovers across the world have shown their appreciation of other countries and cultures like never before. K-Pop has become an international phenomenon. Groups like BLACKPINK and BTS have sold out stadiums globally, while Puerto Rican rapper, singer, and producer Bad Bunny has become the first non-English speaking act to earn Spotify's most streamed artist of the year spot.
And over the coming decades, this trend of national to international success will continue. Music will be “a lot more inclusive, a lot more diverse, and a lot more about local culture,” says Spek, Founder and CEO of Abu Dhabi’s PopArabia.
It’s his ambition for Arabic music to be the next to go global.
Dream Warrior to music mogul
PopArabia is a “music publisher, recording label, and all-encompassing music company,” says Spek.
His career began as a member of Canadian jazz-rap pioneers Dream Warriors. He later joined British group Us3 and featured on the landmark Nitin Sawhney album Beyond Skin. A new solo album is out this year.
On layovers between the UK and India, Spek spotted a gap in the Middle East’s music industry. As far as he could tell, no one was properly protecting copyrights or representing the needs of local artists.
So, in 2007, he founded Fairwood Music (Arabia), handling local rights for some of the world’s largest music catalogues. This was followed by the launch of what is now the Gulf’s leading music publisher, PopArabia, in 2011.
PopArabia ensures local and global artists are properly compensated for regional use of their work, while securing film, TV, and videogame placements of Arabic artists.
In 2020, the company founded the performing rights organization, ESMAA, which collects royalties every time a song is played in public. It is the regional equivalent of the US ASCAP, founded in 1914.
It’s by this process that a music career can become a viable option for many more artists. But beyond the legal frameworks and administrative protection, PopArabia takes an active role in helping musicians to meet their potential.
Evolving the culture of sound
“Our mission is to take Arab artists and make them global stars,” says Spek. “For some artists that might mean focusing on their market. For other artists, it means taking them around the world.”
And those artists are evolving. Until recently, the region “was very formulaic in the way that music was produced and released,” he says. But this is changing fast. Arab artists are exploring new forms of music, playing with traditional genres, and forming new subcultures. And the world is listening.
Founder and CEO of PopArabia
Founder and CEO of PopArabia
PopArabia signing Esra is a prime example. Her song Ad3i has garnered over one million views on YouTube, topped the Apple Arabic music charts, and featured on Times Square’s screens.
Esra describes Ad3i as “Khaleeji indie.” It follows the same arc as a western pop ballad but is sung in Arabic and backed by a blend of western and Arabic instruments.
Musically, Ad3i typifies the evolution of Arabic music. In its regional success and ocean-hopping exposure, it exemplifies global pop’s diversification.
And as an Emirati native, Esra showcases Abu Dhabi’s emergence as a music capital.
Founder and CEO of PopArabia
Founder and CEO of PopArabia
A stage for musical talent
Abu Dhabi is alive with music. “The big events are at Etihad Arena,” says Spek. “Every year around the F1, there’s a series of live events… where they set up stages throughout the city.” The arena is also home to broadway blockbusters, like Hamilton and Chicago.
Elsewhere, the Zayed Sports City Stadium is set to host British rock band Coldplay on their 2025 world tour. As their only MENA stop, it only adds to Abu Dhabi's credentials as an international music hub – which have been rapidly advancing ever since it was named “City of Music” by UNESCO in 2021.
For emerging talent, “there are always events going on in Berklee Abu Dhabi,” he says, referring to the local branch of the famed Boston-based music school. And there are “rooftop open mic nights” associated with NYU Abu Dhabi.
Just as significant is the emirate’s supportive business environment. PopArabia is a portfolio company of twofour54, Abu Dhabi’s media-focused investment arm that also operates the Yas Creative Hub where PopArabia is based. Here, residents are provided with comprehensive media facilities and connections.
The emirate is “a major hub for funding,” says Wissam Khodur, VP, A&R and Acquisitions, PopArabia. “A lot of major companies got their initial seed funding in Abu Dhabi.”
And it is a “major international hub” with critical connections to Africa, Asia, Europe and the US, he adds.
The emerging future of music
“Gone are the days where we depend on the US and UK for pop music,” says Yvette Ndobe, Sync Licensing Manager, PopArabia. “The future of music is in emerging markets.”
Sync Licensing Manager, PopArabia
Sync Licensing Manager, PopArabia
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