Omar Gamal: ‘Arabic Music Is Bridging East And West

by Alexandra Mansilla

Omar Gamal: ‘Arabic Producers Are Bridging East And West In the Music Scene’

9 Jan 2025

Two years ago, in 2022, a new player emerged on the Middle Eastern music scene with a name we instantly fell in love with — Hence, Management. This multidisciplinary artist agency has an inspiring goal: to bring Local artists to the global stage.

What do they do? They let artists focus entirely on their creativity, handling everything else for them. How do they select artists for their agency? With meticulous care. How do they work with them? With dedication and efficiency.

Who is behind it all? Omar Gamal, a visionary with a deep-rooted background in music, boundless energy, and a determination to transform the region’s music scene.

We sat down with him to talk about Hence, the sounds of cities, and much more! And be ready for a surprise: Mo Ezabyy, the creative mind behind the Duck Soup community, makes a special appearance.

— Hello Omar! Straight off the bat, let’s talk about music. Once, you said: “Coming from my love for music, I founded Hence”. So, let us dive into your memories. What music was playing in your house?

— Music was a big part of our household. My very first birthday gift was a Walkman.

Growing up, I saw that both my parents had a deep love for music, but in very different ways.

My father was passionate about old Arabic music, especially Umm Kulthum and Abdel Halim. My mother, on the other hand, had more eclectic tastes. She would often share her cassette tapes of modern Arabic music, like Hameed Al Shaeri, along with English music.

— What a blend! Okay, and in 2022, you decided to move to Dubai, 2022. Why?

— It was basically when COVID hit that opportunities all over the world seemed to reach a ceiling, especially in Egypt when it came to the music business. We have amazing talent and a big streaming market, while the resources are very limited. I found it hard to create much in Cairo, especially after COVID.

That is when I got a great opportunity to move to Dubai and continue my full-time e-commerce job. After moving to the UAE and attending a lot of music festivals, going to clubs, exploring the underground scene, and immersing myself in the broader music scene, I felt like this was the right place to relaunch something again — which turned out to be Hence, Management.

— Starting something of your own is quite a challenging decision. Was it difficult for you? And is it still necessary to have a full-time job while dedicating yourself to music? I have heard a lot of different perspectives — it is interesting to hear your thoughts.

— Having a full-time job often complements the music business, especially in the Middle East, until the right time comes. Why? We all know music hasn’t been generating much income that qualifies you for a good living and stability. But, that started to change now, with the growing movement and opportunities in the region.

These days, it is becoming possible to have a full-time income solely from music, but this is still relatively new in the Middle East. In places like Europe or the U.S., this actually varies; this has been the norm for a long time. But back in the day, there weren’t platforms or infrastructure in the Middle East to support music careers.

So, having a full-time job often serves as a safety net for people in music — whether they are DJs, artists, bedroom producers, or involved in artist management. It allows them to invest in their passion while waiting for the right moment to quit their job and fully focus on…

— On what they love to do.

— Yes, exactly. This is where our role comes in — to help artists identify opportunities, contribute to building their profiles, and leverage our database and connections to boost their careers. By focusing on these areas, we aim to provide the support they need to grow and succeed, allowing them to concentrate on their creative work while we handle the strategic side of things.

— Do you know of any good examples of artists successfully managing to exist and thrive without a manager?

— There are plenty of great examples to draw from, to be honest. Before the concept of artist management became widely recognized, artists were expected to handle every aspect of their careers on their own. They would produce their music, edit it, find a publisher, handle the publishing process, promote their work, and manage their PR, branding, and publicity all by themselves.

This approach has been the norm for a long time, and we have seen many talented artists succeed through sheer determination and hard work. However, not every artist has the same balance of creativity and business acumen. While some excel at creating innovative music and building a deep connection with their audience, they may struggle with the business side of things, such as promotion, branding, and hunting for deals and gigs.

The rise of artist management and agencies in the Middle East has helped bridge this gap, allowing artists to focus more on their craft while experts handle the business aspects of their careers.

Source: Omar's personal archive

— So, you launched Hence, Management in 2022. You mentioned that part of the vision was to highlight local talent and bring them to a global stage. Now it is 2024 — two years later. Have things changed during this time?

— There have been both positive changes and challenging times in the music scene recently, largely due to significant resources being invested in the industry. When countries like Saudi Arabia and the UAE take the initiative — especially at the government level — to invest in elevating music and culture, it naturally creates a noticeable impact on regional artists and the entire music ecosystem.

Over the past few years, the scene has evolved significantly and we evolved with it, big time. Our artists got seen more, and played more events outside their hometowns.

You now see music organisations making meaningful investments and working to bridge the gap between local talent, record labels, clubs, and festivals. However, our region is deeply influenced by what happens across the Middle East. Everything inevitably affects the music industry first.

This isn’t necessarily a bad thing — it highlights how our region is interconnected, bound by shared culture, history, and a collective identity. These connections ensure that any shift, whether in culture or politics, resonates throughout the entire region.

— The topic you have covered at IMS is taking MENA artists to the global stage. My question is: how would you describe the global perception of MENA artists right now?

— Let us rewind a few years. We began to see a major movement of Arabic music producers whose original tracks and remixes started to break through. Their eclectic taste captivated audiences, first in the West and then in the East — think of names like Moving Still, El Waili, and many others.

Meanwhile, Arabic music has gained massive appeal to Western audiences. More and more Western DJs are integrating Arabic tracks into their sets, and top names in electronic music are playing songs by artists from Arabic countries. Whether original or remixed to fit genres like melodic house and Afro-house, these tracks are gaining significant traction.

This is a fantastic sign that Arabic artists, sounds, and culture are being recognised and embraced worldwide. It underscores the growing connection between the two music scenes and paves the way for Arabic music to gain even more global recognition.

Source: Omar's personal archive

— There was also a topic at IMS called "Defining a Sound: The Sound of a Region." I always like to ask people involved in the music industry how they would describe the sound of different cities. Now it is your turn! How would you describe the sound of Dubai and the sound of Cairo?

— Cairo is the heritage and history. It is the source of art and culture. It is home. There is the Nile River, where we used to throw boat parties, and the feeling of being on a boat, sailing along the Nile, listening to music while passing under bridges, and hearing the hum of traffic above. The streets, the peeps of cars, and the distinct sound of someone driving by, shouting through a microphone to sell vegetables — that is the sound of Cairo to me. It is a vibrant mix of elements. It is a unique blend of sounds, and if I were an artist, producer, or musician, I would definitely want to create something inspired by this mix.

Dubai, on the other hand, is entirely different. To me, it is the hub of technology, cryptocurrency, and incredible breakthroughs in nightlife, all while maintaining its own traditions. It is a city of contrasts — a blend of vintage and vogue.

By "vintage," I mean the timeless imagery of camels, flamingos, and even the sound of the desert sands, which feels so rooted in history. Yet, it is "vogue" in its ultra-modern development and forward-thinking culture.

Having lived here for just two and a half years, this is how I would describe it: a place that bridges the old and the new in a truly unique way.

— Okay, and you are also involved in the Duck Soup collective. Could you tell me more about it?

— This question should definitely be answered by one of the founders — Mo Ezabyy!

[Shouts]

Hey Mo!

Just a few words about him: he founded the brand along with Karim Jivraj. What is special about him is that he is a DJ and a selector — he curates unique records.

I joined them a year ago to help pull this brand together and elevate it. So, while I wasn’t a co-founder, I am now one-third of the brand.

Mo: Hello everyone!

Mo Ezabyy. Instagram: @ezabyy

— Hey Mo! Nice to meet you! First, what is the thing with Duck Soup? Why Duck Soup? What is the name?

— Duck Soup basically means something easy in American slang. When I was brainstorming the brand name, I wanted something simple and catchy — something people could easily remember. I also wanted an element to play with visually, and the idea of the duck worked perfectly. It turned out to be a big hit! Everyone loves rubber ducks; there are even shops dedicated to them. They are versatile — you can incorporate them into art direction, event production, or props.

We started using the rubber duck as a giveaway at events, along with stickers and merchandise, and people loved it. Initially, my other concepts were more abstract and vague, but this time, I wanted to create something fun, straightforward, and easy for people to connect with.

Interestingly, the brand came together in just one day. There was a lot of pressure to pull it off because our first event was happening at a private villa, and we needed everything ready. On the way to Dragon Mart to grab some props, the idea for Duck Soup clicked. Once we arrived, we knew exactly what to get — rubber ducks, stickers, and everything else to bring the concept to life.

Initially, Duck Soup was meant to be a pop-up party brand, hosting events in intimate, non-traditional spaces like beaches, deserts, farms, rooftops, or private villas. That is how it started — our first event was at a private farm, and the brand grew from there.

This year, though, we decided it was time to rebrand. With the guidance and input of Omar Gamal, we revamped the branding to make it more subtle while still keeping the playful spirit. It felt like the right moment to evolve and take the brand in a slightly new direction.

— And how can a DJ become a part of your community?

— When we started, we wanted to create a space for like-minded, talented individuals to express themselves. Spaces like this aren’t very common in Dubai, as the scene here tends to lean more toward the commercial side. Our focus has always been on the underground, steering away from commercial sounds.

Initially, we were quite strict with our music policy, sticking to a few genres. But over time, we realised there are so many subgenres and styles that complement these sounds — such as a proper house, old-school lo-fi deep house, and others. So, we decided to expand our direction to accommodate more artists and styles while staying true to our underground roots.

We are open to anyone who shares the same passion as we do. If they want to be part of Duck Soup, we are more than happy to welcome them. It is all about building a space where passion and creativity can thrive.

by Alexandra Mansilla

Omar Gamal: ‘Arabic Producers Are Bridging East And West In the Music Scene’

9 Jan 2025

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