TikTok and SRMG join forces to back local talent, drive MENA media innovation
RIYADH: Leading media group SRMG has announced a strategic partnership with TikTok to empower the next generation of content creators in Saudi Arabia and across the MENA region, while also driving commercial growth through a series of innovative initiatives.
The partnership will leverage TikTok's expertise in amplifying content reach, unlocking monetization opportunities, and fostering deeper connections with the region's digitally native audience. It also aims to expand TikTok's footprint through integration into SRMG's flagship events and diverse media platforms, particularly in the fields of entertainment, sports, and lifestyle.
A key initiative under the partnership was the launch of #TikTokAcademy, a local program tailored for Saudi Arabia and developed in conjunction with SRMG Academy. This initiative invites aspiring digital storytellers to submit original content across lifestyle, fashion, film and entertainment, news, and sports. Selected creators will gain exclusive training across SRMG's media brands, gaining firsthand experience alongside editors, journalists, and producers.
As part of the partnership, SRMG's cultural and entertainment events such as the Billboard Arabia Music Awards and Hia Hub, will provide a prominent platform to spotlight TikTok creators and raise their profile. SRMG will also activate its extensive media network, including, Hia Magazine, Sayidaty, Arriyadiyah, and Billboard Arabia to amplify content and showcase creators through editorial and digital platforms.
This aligns with broader industry momentum, as the media sector added SAR 14.5 billion ($3.86 billion) to the GDP in 2023, with ambitions to more than triple that by 2030 and generate 67,000 jobs by 2024. The entertainment sector is booming as well, bringing in over SAR 1 billion in revenue and engaging more than 75 million people in the past five years. Social media is a major driving force behind this surge, with Saudi Arabia ranked among the top countries for usage, fuelling a new era of content creation, digital storytelling, and influencer-led innovation.
Commenting on the partnership, Bassil Al Mouallimi Chief Strategy & Commercial Officer at SRMG, said: 'We believe in the power of community and in the influential role the new generation plays in shaping the future of media in our region.' He noted that 'the region's creative economy is witnessing remarkable and rapid growth, particularly across the media, entertainment, and social platform sectors.' Al Mouallimi added: 'Our strategic partnership with TikTok marks a significant step in solidifying our presence at the heart of this creative movement. We are working to connect talented creators with global platforms and foster an environment that empowers them to thrive and make a meaningful impact.' He emphasized that 'this goes beyond simply producing trend-driven content — it's about building sustainable career paths, amplifying authentic voices, and driving growth in the content economy.'
Kinda Ibrahim, TikTok's General Manager of Content Operations in MEA, South and Central Asia said 'At TikTok, we are committed to empowering a new generation of storytellers by giving them the tools, platform, and global stage to express themselves and shape culture. Saudi Arabia is home to an incredibly engaged and creative community. Through this partnership with SRMG, we are doubling down on our efforts to nurture local talent, fuel the region's creative economy, and help creators thrive, not just in the Kingdom, but across the world.'
This strategic partnership builds on the momentum of earlier joint initiatives, including the launch of the Billboard Arabia TikTok Music Charts, a first-of-its-kind platform spotlighting the most streamed and culturally influential songs in the Arab world. It also follows the rollout of SRMG Academy's first technology journalism course, powered by TikTok, designed to train the next wave of Saudi storytellers in navigating and reporting on the fast-evolving tech landscape.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Arab News
2 hours ago
- Arab News
Saudi Hajj minister, Mobily sign cooperation agreement to enhance digital experience
RIYADH: The Saudi Minister of Hajj and Umrah Tawfiq Al-Rabiah, and Mobily's CEO Nezar Banabeela have signed a cooperation agreement in Riyadh to enhance the digital experience for pilgrims and visitors to the Kingdom. Mobily is to assess digital infrastructure solutions to elevate service quality and enrich the overall digital experience of pilgrims and visitors, the Saudi Press Agency reported on Tuesday. The partnership reflects the ministry's commitment to engaging the private sector in delivering services that facilitate a smooth Hajj and Umrah experience.
Arab News
2 hours ago
- Arab News
Where We Are Going Today: ‘Amigos' — Mexican dining in Riyadh
If you are seeking a Mexican dining experience in Riyadh, look no further than Amigos. Stepping in felt like a warm hug from an old friend. The restaurant has maintained its charm over the years, and aside from some new touches, the heart and soul of Amigos remains as it was. The ambiance is simple and unpretentious, reminiscent of a small-town cantina. So, if hearty, soul-warming Mexican food is what you crave, this is the place to be. During my recent visit, we indulged in a variety of dishes, including nachos, shrimp tacos, chicken quesadilla and even a hot dog. Each item left me feeling eager to return for more. The homemade nacho chips, guacamole and salsa were delightful, and the quality of the beef was exceptional. Every bite was just like I remembered. I also tried a meat taco, which could have been better with some toppings like avocado and sour cream. The meal came with fried potatoes and rice, though I found the nachos a bit lacking in quantity. I visited Amigos based on a recommendation and was impressed by the ambiance and the food. The staff were also attentive, making for a wonderful dining experience. We left completely satisfied. While the portions could be larger for the price — about SR50 riyals ($13) for a decent burrito or SR40 for tacos — the quality makes it worthwhile. For those raised in Riyadh, Amigos represents a soulful corner of the city that stays evergreen.
Arab News
2 hours ago
- Arab News
Traditional Saudi crafts adorn pilgrimage route
MAKKAH: Traditional arts and crafts through a modern visual lens can be seen along the Hijrah Road between Makkah and Madinah. The recently completed billboard project, carried out by the Roads General Authority in collaboration with the Royal Institute of Traditional Arts, known as Wrth, aligns with the Year of Handicrafts 2025. The billboards feature designs inspired by traditional motifs and crafts such as weaving, reflecting national identity, the Saudi Press Agency reported on Tuesday. The billboards feature designs inspired by traditional motifs and crafts such as weaving, reflecting national identity. (SPA) Illustrations highlight the beauty of local arts and regional patterns with the aim of enriching pilgrims' cultural experience and promoting heritage tourism. Saudi Arabia has one of the world's largest and most interconnected road networks, facilitating pilgrim and tourist movement across the Kingdom, and strengthening efforts to highlight its cultural heritage across the regions. The Roads General Authority has also launched a 'mobile sites' service on the Hijrah Road to help pilgrims if their buses break down, ensuring their comfort and safety as they travel between Makkah, Madinah and the holy sites. The service operates 24/7 during Hajj on the Hijrah Road and can accommodate around 40 pilgrims. It includes air conditioning, rest areas, restrooms, cold beverages and meals.
