This performance was not just another gig; it was a celebration of the recently launched Mena Recording Academy. Operating under the auspices of its parent organization, the academy aspires to leverage its expertise and influence to nurture the regional music scene.
Ultimately, it aims to introduce a new version of the Grammy Awards dedicated to artists from the MENA region and Turkey, thereby acknowledging the rich tapestry of musical talent in these areas.
Felukah, whose real name is Sara El Messiry, is a rising independent artist from Egypt whose selection to perform at this prestigious event underscores the organization’s ambition to highlight both contemporary and future sounds from the Arab world.
Speaking to The National, Felukah reflected on the significance of her invitation, saying, “To be honest, I only now understand fully how important it was that they chose me to perform there instead of a big Arab superstar. As an independent artist, being recognized by an institution as prestigious as the Recording Academy is a dream.”
She emphasized that her performance was not just about her individual success but also about validating an entire community of artists—rappers, singers, and dancers—who have long been part of a vibrant cultural movement but have struggled to gain access to significant platforms due to a lack of backing or infrastructure.
“It wasn’t just about me; it was also about validating a whole community of artists who are all part of this cultural movement,” she added.
Felukah’s career trajectory mirrors the expansion of the regional music industry, especially with the entry of global streaming platforms like Spotify and Apple Music into the market just a year before her 2019 debut album, Citadel.
“While there was a strong independent Arabic hip-hop scene led by people such as [Iraqi rapper] Narcy and [British-Palestinian rapper] Shadia Mansour, to name just a few of the OGs, the scene is still very dominated and dictated in a way by major record labels,” she noted.
“I am not making a point that major labels are bad in any way; I am just pointing out that there were a lot of great storytellers from the scene who couldn’t have their voices heard.”
The advent of streaming platforms, which have created regional playlists featuring local artists, has dramatically changed the landscape.
“With the streaming platforms coming into the region and creating regional playlists with our works and faces on them, it really helped in getting our work out there,” Felukah remarked.
“Now, with the Recording Academy being in Mena, it feels like the cherry on top because they expose our work to different markets and other artists as well.”
The positive impact of the Recording Academy’s regional push was evident from the immediate reception to her performance in New York.
“There is this interest and curiosity from record label people and artists about what is happening here in the scene,” she shared. Felukah expressed her hope that these discussions would lead to collaborations with international artists, emphasizing that “the Arabic music scene needs this.”
She believes that working with artists from Latin America and the West is essential to broaden the definition of what Arabic music means today.
During her set, Felukah showcased a whirlwind of songs skillfully blending Arabic and English hip-hop with neo-soul and folk influences.
Accompanied by a percussionist on the darbuka and an accordionist, she performed tracks like Birds in Cairo and Egyptian Lover, impressively interpolating Beyonce’s 2003 hit Baby Boy, which resonated well with the New York audience.
“I wanted to show them that our music can be regionally focused while being outward looking at the same time,” she explained. Felukah even donned a gold dress to symbolize the Grammy Award she aspires to win someday.
Looking ahead, Felukah is determined to continue her journey in the music industry. She is set to embark on her first international solo tour starting on October 21, hitting European cities such as Berlin, Paris, and Amsterdam, before arriving in Dubai for a performance at Monkey Bar on November 15.
Accompanying her new single Honey Suckle, she is also working on her fourth album, which she describes as a return to her hip-hop roots.
“You heard it here first: it will be out next year and called Hibiscus,” Felukah announced. “It will be me coming back to the source, and that’s rapping. It feels like a new beginning.”
Through her efforts, Felukah is not only paving her path in the music industry but also lifting the voices of many artists from the Arab world, ensuring that their stories and sounds resonate on the global stage.
