• The SRMG Beach Experience brought together more than 50 influential speakers and was attended by over 3,000 guests, garnering 1.65 billion mentions across digital channels over the course of four days.
  • SRMG focused on the latest trends and disruptions, including the impact of new technologies, the evolution of audience demands, and how creativity fosters innovation.
  • SRMG and Billboard partnered to launch Billboard Arabia, introducing Music Awards, Charts, Arab Music Week, Women in Music and more to MENA audiences. 



SRMG, the largest integrated media group from the MENA region, hosted an inspiring week at this year’s Cannes Lions International Festival of Creativity with insightful talks, a line-up of exciting performances and the launch of Billboard Arabia.

The SRMG Beach Experience represented the MENA region’s creative hub at Cannes Lions. From June 19-22, SRMG gathered over 3,000 guests, reaching a global audience of more than 1.65 billion across digital channels. Industry leaders, trailblazers, entrepreneurs, international media, and advertising and tech companies were given insight into SRMG’s expansion strategy, and the creativity and innovation taking place across the region.

SRMG brought together some of the best and brightest minds for a series of dynamic discussions on the opportunities and challenges in the MENA media landscape, the impact of AI on creative industries, the power of community in building iconic brands, and the rise of the region as a thriving music and venture capital hub.

Media, tech and advertising leaders, including SRMG’s CEO Jomana R. Al-Rashid, Co-founder and CEO of Brut Guillaume Lacroix, CEO of VaynerMedia Gary Vaynerchuck, CEO of OMG MENA Elda Choucair, Co-founder and CTO of Anghami Elie Habib, highlighted the latest trends and disruptions impacting the global and regional media ecosystem. Entertainment and creative titans, such as standup comedian and TV star Mo Amer, the most awarded creative in the Middle East Ali Rez, and Co-founder of Good People Ali Ali focused on the importance of captivating storytelling and authenticity in delivering relatable and inspiring content to audiences.

Since 2021, SRMG has embarked on a journey to redefine the regional media landscape by revamping several of its flagship brands with a digital-first approach and partnering with international media companies.

This year, SRMG reached another milestone in its growth strategy. SRMG’s CEO Jomana R. Al-Rashid was joined by Billboard’s President Mike Van to announce a partnership to launch Billboard Arabia, a new music platform dedicated to celebrating Arab artists and spotlighting their stories, cultures and experiences to the world. Over the next year, Billboard Arabia will introduce several charts, music awards, live events and exclusive content in one centralised location.

As part of the SRMG Beach Experience and to celebrate the announcement, SRMG provided a platform for artists from the region to showcase their talents on a global stage. The SRMG Beach Experience held live concerts by rising Saudi sensation Mishaal, and regional Khaleeji hip-hop artists, including DJ Outlaw, Moayad, Jeed and Flipperachi. For the second edition of MENA Night, Naïka, Elyanna and DJ Rodge took to the stage for unforgettable performances.

Another key aspect of SRMG’s transformation strategy is to empower the next generation of creators and innovators. For the first time, SRMG held the Saudi Young Lions competition, providing an opportunity for the winners to compete in the Global Young Lions competition. The Saudi Young Lions’ winning team, Reema Ibrahim and Shoug Abdullah, made history by placing in the top 7 of over 450 creative participants from around the world.

Earlier this year, SRMG partnered with Cannes Lions International Festival of Creativity to become the first-ever official festival representative of Saudi Arabia. This partnership reflects SRMG’s commitment to elevating the regional media ecosystem by showcasing the opportunities and highlighting the creativity and innovation coming from MENA.