In a market dominated by YouTube, Spotify, the world’s leading music platform, wanted to connect with Saudis through its vast library of Khaleeji & Arabic music and position the platform as a brand for Saudi listeners.

We had to find an authentic way to connect in their language. We found that Khaleeji music is most loved and listened to by our audience because it is more than music, it’s a feeling and state of mind or being that is powerful. 

So we tapped into Tarab - an word that deeply resonates with Saudi culture. Someone who is Tarban (طَربَان) is someone who is deeply immersed in Tarab music. And that state differs from one person to another.

Our idea was to use the many derivations of the word Tarab to transcend genres, moods and the way people enjoy music - showing the many different ‘tarab states’ one is put in with Spotify.