Egyptian start-up teaches artists ways to monetize their work

Sara and Hania Seif want to introduce a entrepreneurial mentality into the world of art. (Supplied)
Updated 16 June 2019
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Egyptian start-up teaches artists ways to monetize their work

  • More Of was started by Sara Seif and Hania Seif partly to change society's attitude towards a career as an artist
  • While the company is still at an early stage, the two founders have no plans of slowing down

Art is for the soul what food is for the body. Yet it’s a fact that artists all over the world struggle to make a living out of their creations.

This is especially so in the Middle East, where it’s rare to find a family willing to support their child’s artistic endeavors, since more academic careers tend to take priority.

But two sisters in Egypt are aiming to change that particular mindset. Enter More Of, a startup focusing on the arts, helping those in relevant fields make a living out of it.

“It all started three years ago. My sister and I used to study theater and marketing, so we both had artistic and entrepreneurial sides,” said Sara Seif, co-founder and CEO of the startup.

“We were always surrounded by artists, and we always saw the struggle they faced, with so many talents out there and so little revenue. The artists can’t monetize their art, and it’s not because they’re not good. It’s because they don’t have the business skill set.”

Sara and Hania Seif want to introduce a entrepreneurial mentality into the world of art. (Supplied)

It wasn’t until Sara stumbled on an Injaz Egypt startup competition — just 12 hours before the deadline — that the idea started to take shape. She scrambled to put her ideas into words and called her sister and business partner Hania to help.

Invited to attend a pre-incubation program, where they learned how to turn their idea into a business model, they ended up winning the competition, receiving EGP 100,000 ($6,000) in seed funding, as well as a trip to Silicon Valley.

For More Of, there was a very specific problem they were trying to solve, said Sara: “There was this gap between the talents and the marketplaces; people didn’t know where or how to look for opportunities.”

The company works in two ways; the first is geared towards people who have creative end products.

“Creative artists have something you can actually buy, like wall paintings, fashion, jewelry, and so on. We offer them a talent management platform; we’re like a talent incubator for them,” Sara said. “What we do in this incubator is try to build capacities on the business side.”

They started doing so by conducting a series of workshops with topics including how to turn art into a business, sales for creative artists, and personal branding.

“Our part is to teach you the business side. If you’ve got the talent, now let’s sell your art,” said fellow co-founder Hania, who serves as More Of’s chief creative officer.

The second area they are facilitating is the performing arts.

Sara elaborated: “We’re going to build an online platform for performing artists — theater, dance, and music — and it’s going to work like an online casting agency, where there’ll be a lot of opportunities posted for the artists.”

The two plan on making the platform free so that any artist could use it, but there will also be a premium option.

“Premium users will have an edge, where we’ll be their own consultants and manage their talent. We’ll basically be an agent for the artist,” Hania said.

“Our part is to teach you the business side. If you’ve got the talent, now let’s sell your art,”

Hania Seif

While the startup is still at an early stage, they have no intention of slowing down.

“We want to collaborate with as many people as possible, to create as many initiatives as possible, and pull all resources out there so that the artists and art community could come together and establish an ecosystem,” Sara said. “We see ourselves becoming the leading talent-management platform in the MENA region and then internationally.”

Their plans to expand on an international level mean they could potentially land local artists opportunities on the global stage.

“People want to reach talent in Egypt and they want figures to address, and we plan on becoming that figure,” Hania said.

Making money out of being an artist might have seemed like a long shot at some point, but with initiatives such as More Of, it is changing.

“It’s no longer a hopeless case for artists to turn their art into an everyday career,” Sara said.

Hania added: “We want to empower artists to do ‘more of’ what they love. And that’s how we (came up with) our name.”

 

•  This report is part of a series being published by Arab News as a partner of the Middle East Exchange, which was launched by the Mohammed bin Rashid Al Maktoum Global Initiatives and the Bill and Melinda Gates Foundation to reflect the vision of the UAE prime minister and ruler of Dubai to explore the possibility of changing the status of the Arab region

 


Season of change: Jeddah gets the party started

Jeddah Season. (Huda Bashatah)
Updated 22 July 2019
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Season of change: Jeddah gets the party started

Here are some highlights from the first Jeddah Season — from K-pop superstars to Shakespeare in Arabic. 

Sporting sensations 

The first Jeddah Season kicked off with a WWE Super ShowDown at King Abdullah Sports City. The event featured wrestling legends including Goldberg, the Undertaker, Triple H, and Randy Orton. It also included the largest Battle Royal Match in WWE history, with 50 stars scrapping it out simultaneously. Hometown boy Mansoor Al-Shehail (pictured) emerged victorious. “I can’t ask for anything better,” he said.

On July 12, British boxer Amir Khan claimed the WBC International Welterweight belt with a fourth-round stoppage against Australia’s Billy Dib. Khan has since claimed that he will return to the Kingdom in November to face Filipino legend Manny Pacquiao.

Arab legends

Music has been a major focus of Jeddah Season, and several of the region’s most popular performers visited the city over the past month to thrill their fans. Lebanese icons Nancy Ajram and ‘King of Romance’ Wael Kfoury (pictured), local legend Mohammad Abdo, Egyptian favourites Amr Diab, Angham, and Mohamed Hamaki, and Khaleeji stars Ahlam and Rashed Al-Majed were among those who performed.

International superstars

It wasn’t just regional artists who took to the stage during Jeddah Season — numerous international A-listers also arrived in the city to put on a show. From K-pop chart-toppers Super Junior (pictured) and Stray Kids, through big-name DJs including Martin Garrix, Steve Aoki, Marshmello and Dutch duo Afrojack and R3hab, through Nineties hit-machine Backstreet Boys, to the final night’s Jeddah World Festival’s stellar lineup — which included Future, 50 Cent, ex-One Directioner Liam Payne, and Janet Jackson — Jeddah has witnessed some of the biggest names in music playing live over the past few weeks.

The light fantastic 

Dazzling visual displays were a central part of Jeddah Season. The Flame, Fountain & Laser show in front of XJED was choreographed to regional and international pop hits and became a big hit with visitors. Elsewhere, the Glow Garden — “where art, technology and innovation immerse” — became equally popular, as the underwater world was recreated in Al Hamra. And rounding off most nights were the spectacular fireworks on Jeddah Waterfront.

Shakespeare in Saudi

For a shot of high-brow culture, Jeddah Season also saw a staging of William Shakespeare’s acclaimed tragedy “King Lear” about a monarch who — through his inability to accept criticism and only listen to those who falsely proclaim their love and respect for him — is driven to the verge of insanity. The play, which was translated into Arabic, starred Egyptian actor Yehia El-Fakharany (pictured) in the demanding leading role, with Heba Magdi, Rania Farid Shawki, and Riham Abdel-Ghafour also among the cast. In a press conference prior to opening night, El-Fakharany praised the “arts renaissance occurring in Saudi Arabia,” saying it would “surely inspire the new generation.”

Big-top bonanza 

Jeddah Season saw one of the oldest forms of mass entertainment making a splash — the circus. With the international stylings of Le Teatro Circus — magic, acrobatics, live music, and, as the name suggests, a healthy dose of the dramatic — and the US-based Circus 1903 — a dip into the ‘golden age’ of the traveling show around the turn of the century, complete with knife throwers, high-wire acts, and life-size elephant puppets — in town, Jeddawis were enthralled by this throwback to old-school entertainment.

 

Blue is the color 

American performance artists Blue Man Group were one of the big hits of Jeddah Season with their trademark mix of weird and wonderful music and art — and no dialogue. Judging by the troupe leader Scott Speiser’s interview with Arab News, the performers enjoyed their time in the Kingdom just as much as the audiences did. “The Saudi people seem to have really embraced the show and that makes it even more fun and fulfilling for us,” he said. “The audience here loves to clap in rhythm with the music. We weren’t really ready for it. And, well, we just love it!”