The second edition of the Middle East and North Africa (MENA) Music LIVE House initiative has launched, bringing together digital entertainment, live performances, and community engagement across the region.
Organised by TikTok LIVE, the flagship initiative commenced with a regional in-app competition running from 24 to 31 July, culminating in a two-week immersive experience on Egypt’s North Coast from 1 to 15 August. Delivered in partnership with Yalla Sahel, the activation aims to support emerging musical talent, foster connections between artists, creators, and audiences, and enrich the regional entertainment scene.
A dedicated TikTok LIVE stage hosted at Hacienda White features live performances by high-profile artists, including Disco Misr, Mohammad Ramadan, Zap Tharwat, Jannat Mahid, Mohamad Adawieh, and Naïka. The venue serves as the focal point of the activation, broadcasting exclusive content to regional audiences online while offering interactive fan sessions, creator collaborations, and behind-the-scenes material on the ground.
As part of the initiative, a dedicated “TikTok Music LIVE House” community playlist has been launched exclusively on Spotify. Featuring top tracks selected by artists and users, the playlist extends the event’s reach beyond the physical venue.
At the core of the initiative is a regional competition designed to give rising musicians a platform to perform, expand their follower base, and compete for a spot in the Grand Finale. Contestants were evaluated on their live performances, audience engagement, community support, and overall creativity.
The finalists will perform live at the Grand Finale in Egypt on 14 August before a panel of industry experts and established artists. The event will be livestreamed globally via the @TikTokLIVE_MENA account. The winner will receive career development support through SoundOn, including professional backing to release and promote original music across the region and internationally.
Mohamed Enaba, Strategic Partner Manager at TikTok LIVE MENA, said: “Music has always been one of the strongest ways people connect on TikTok, and TikTok LIVE has opened new opportunities for artists to build lasting relationships with their communities in real time. With Music LIVE House, we’re bringing that experience beyond the platform by creating a regional stage where emerging artists can perform, collaborate, and connect with fans and industry leaders, helping shape the next generation of music talent across MENA.”
Performing artist Mohamed Ramadan commented: “Every artist is looking for opportunities to connect with new audiences, and TikTok LIVE has become an important platform for making those connections happen. Music LIVE House brings that experience to life by giving emerging musicians the chance to perform, share their music, and inspire audiences from across MENA. I’m excited to be part of this celebration and can’t wait to see the talent taking the stage this summer.”
By combining digital engagement with physical events, the second edition of Music LIVE House reinforces the platform’s commitment to empowering rising talent and creating new pathways for musical discovery across the MENA region.
