07-07-2025
- Entertainment
- Broadcast Pro
Fujifilm Instax ME launches campaign for emerging Saudi music talent
The campaign features 10 emerging Saudi artists who use the Instax Wide EVO camera to document their personal journeys, performances, and milestones bringing together music, culture and analogue creativity.
Fujifilm Instax Middle East has announced 'A Picture That Tells My Story,' a new campaign in partnership with Billboard Arabia that celebrates Saudi Arabia's rising generation of musical talent. The initiative marks the second phase of Instax's Emerging Artist Strategy in the Middle East and highlights the brand's growing role as a cultural investor in the region's creative industries.
Launched alongside the debut of the Instax Wide EVO, Instax's most advanced hybrid camera to date, the campaign merges music and photography as platforms for self-expression. Building on the momentum of last year's collaboration with the Female Talent Agency, which focused on showcasing Arab female artists through immersive storytelling and music-driven content, Instax is now spotlighting Saudi musicians.
Ten emerging Saudi artists are participating in this year's programme, using the Instax Wide EVO to document their personal and professional journeys. The camera offers 10 film effects, 10 lens effects and a range of creative controls that allow the musicians to experiment freely and share their experiences through instant prints.
Billboard Arabia, part of the globally renowned Billboard brand, is the brand's key strategic partner in this initiative. Its mission to spotlight Arab artists and share their stories with wider audiences. Sultan Al-Murshed, a Saudi singer from the 'A Picture Tells My Story' Campaign, described how he would have loved to capture himself and his audience during his very first solo concert with the Instax Wide EVO™. 'This camera will be with me for every beautiful memory', said Sultan. Another artist from the campaign, Abdulaziz Mane, used the Instax Wide EVO to print his audition and the semi-final performance experience on Saudi Idol. 'Honestly, pictures like that mean a lot to me', said Abdul.
Samantha Brett, Regional Marketing Manager for Fujifilm Instax Middle East, commented: 'We see Instax products as more than cameras, they are creative tools that belong in the hands of the next generation of storytellers. Together with cultural partners, we're building a consistent platform that supports talent, documents culture, and bridges analogue nostalgia with modern creativity.'
This latest campaign signals Instax's long-term commitment to the Middle East's creative economy, not through one-off influencer campaigns, but through sustained, artist-first platforms that empower local voices. It also aligns with the ambitions of Saudi Vision 2030, which emphasises the role of music, film, and entertainment in the Kingdom's cultural and economic transformation.
'Saudi Arabia is experiencing an incredible creative renaissance, and music is at the heart of that movement,' added Samantha. 'This campaign is a celebration of the talent, innovation, and ambition that define the Saudi creative generation, and we're just getting started.'
Through this latest effort, Instax is reinforcing its commitment to supporting the creative ecosystem across the Middle East and redefining how lifestyle brands can meaningfully contribute to the cultural landscape.
