BRED Is Back. The Festival's Creative Director Gives the Lowdown

by Hayley Alexander

BRED Is Back. The Festival's Creative Director Gives the Lowdown

26 Mar 2024

BRED Abu Dhabi 2024, Presented by Hypebeast, is back. The Sandy Times spoke to Roula Ghalayini, the Creative Director at Brag, about what to expect on April 24–28 in Yas Bay. Inspired by the bustling Arab streets, with their endless unexpected juxtapositions, this neo-culture festival celebrates “urban culture” but the Middle Eastern way. Expect a fusion of hip-hop, basketball, street art and fashion, food, and culture. At its heart, BRED aims to celebrate Middle Eastern culture and foster a sense of pride and community.

With an electrifying music lineup, hot brands launching capsule collections, high-octane action on the courts and an abundance of culinary delights, get ready for five days of immersive neo-culture experiences.

— How did your journey lead you to become the creative director at BRED Abu Dhabi, and what aspects of your role do you find the most fulfilling?

— Perfect! Well, it all started with my love for all things design. I studied it, and it has been a part of my career and journey. I found myself diving headfirst into the wild world of advertising for many years. The amazing thing about advertising is you get to tap into so many industries be it airlines, fashion, or food — across a variety of industries, it definitely keeps it interesting. And I love that you get to work across different media platforms like TV, print, and radio.

I landed a gig at Music Television Arabia in Dubai — a dream come true for a child of the 80s like me. MTV was a big part of our lives, especially in the West — glued to our television screens, visualising our own lives! I found it very interesting that this very American brand was trying to enter the market in Dubai and well represent the Middle East. I was the creative director, and I was sure we had our fair share of challenges, for instance, during Ramadan, when music is not allowed to be played during the holy month. Although we were a music channel, it was a great opportunity to be creative, airing content without music during this time and remaining respectful. It was a great role. Honestly, I had such a brilliant time.

When the financial crisis hit, I was working towards my own namesake fashion brand that aspired to challenge the negative Arab stereotype through contemporary design and refined craftsmanship. A few years later, I started a role at Fashion Forward, positioned as the "region's definitive fashion platform". Up until that moment, the region's emerging fashion talent had little visibility, representation or support. It was like a natural progression to move on to BRED, the perfect blend of fashion, culture, and music. Everything aligned — fashion, music, and culture — it was meant to be!

Aside from my experience, BRED also came from passion as a third culture kid. My background is Lebanese, but I grew up in the West. I didn’t speak very good Arabic (in fact, very little), and when I visited Lebanon, people would ask me where I was from. And, growing up in the West in the 1980s and 1990s, I was always so embarrassed when people asked me where I was from — I never wanted to say I am Arab — there was this weird stigma, you know. But hey, times are changing! Nowadays, I am blown away by how proud the younger generation is of their heritage. They are not afraid to say, “We are Arabs”, and we are this colour, this religion, or this is my culture — wow, It is like a breath of fresh air!

— Your journey is truly inspiring! Describe the essence of Brag Agency in three words.

— Umm, not three words but Brag embodies breaking creative boundaries and experiencing culture. More of a motto that we stand by, we never want to be mediocre — we are here to be heard through the love of our creativity and for the community.

Photo: courtesy of BRED Abu Dhabi

— Brag seems to have a unique approach to concept creation. How do you ensure your creative ideas resonate with the BRED audience?

— At Brag, we are always about the community — we have been cooperative and understand that resonating with our audience requires a deep understanding of their tastes, preferences, and aspirations. To achieve this, we have a small core team but meticulously curate teams for each project, handpicking freelancers who not only possess immense talent but also share a cultural affinity with our audience. By immersing ourselves in their world and tapping into their insights, we can maintain a sense of purpose and relevance — and, well, push that glass ceiling a little more to ensure that our creative ideas strike a chord with the people we aim to reach, so no one gets left out or misunderstood.

— So, BRED. It is huge. The music lineup at the festival is pretty impressive. What else can participants expect from the event?

— Absolutely! BRED is not just an event; it is a cultural extravaganza that celebrates the rich tapestry of Middle Eastern heritage. Whilst music is a strong pillar, and the lineup is undeniably spectacular, featuring both international sensations and regional talents, there is so much more to discover. From the latest fashion trends emanating from Saudi Arabia to mouthwatering street food delicacies from Morocco to Sudanese musical talents indulging in the visual feast of Iranian art, further enriching their experience and fostering a deep sense of pride in our shared heritage. Every aspect of BRED is designed to immerse attendees in a sensory journey through our diverse cultural landscape. We want people to celebrate, be proud and leave BRED feeling good!

Photo: courtesy of BRED Abu Dhabi

— Creativity often involves risk-taking. Can you share a specific instance where you and the team have pushed creative boundaries for the BRED festival?

— That is a good question! Actually, it is simply putting regional talents at the forefront. BRED said, “We want to be grassroots to celebrate and shine the spotlight on regional talents, placing them front and centre alongside the international artists.” In an industry where the focus often gravitates towards established global icons, we took a bold leap of faith by championing the burgeoning creative voices emerging from our own backyard. By doing so, we not only showcased the unparalleled talent within our region but also challenged existing paradigms, paving the way for a new era of cultural appreciation and recognition.

— As the Creative Director, what strategies do you employ to stay ahead of industry trends and keep the creative team at Brag inspired?

— Staying ahead of industry trends requires a multifaceted approach that blends foresight, innovation, and collaboration. Firstly, we cultivate an environment of boundless positivity where creativity thrives and ideas flourish. This sense of optimism acts as a catalyst for innovation, driving our team to push the boundaries of creativity further with each project.

Secondly, collaboration lies at the heart of our creative process. We recognise that diversity breeds creativity, and as such, we actively seek out perspectives from all corners of the creative spectrum. Whether it is harnessing the fresh insights of our younger team members or drawing inspiration from external sources, such as emerging cultural movements, we constantly strive to broaden our creative horizons.

Moreover, we empower our team members, instilling in them a sense of pride and ownership over their work. By nurturing a culture of creative autonomy and self-expression, we foster a deep-seated passion for our craft, ensuring that every project we undertake is infused with authenticity and originality.

Photo: Nikita Berezhnoy

— What performances are you most looking forward to at BRED?

— Personally, I am incredibly excited about the regional acts. While the international headliners undoubtedly bring a wealth of talent and energy to the stage, there is something uniquely captivating about witnessing the rise of homegrown artists who embody the essence of our cultural identity.

— Who should we keep our eyes on?

— An Emirati rapper, Saud G, who I am excited to see and for everyone to see. There is a plethora of emerging talent within our region that deserves recognition. From boundary-pushing musicians to visionary fashion designers, the Middle East is brimming with creative luminaries who are redefining the cultural landscape. Keep an eye on these rising stars — they are poised to leave an indelible mark on the global stage.

— It was a pleasure chatting with you, Roula. We are thrilled about the BRED festival, which showcases all the culture, art, fashion, and food that resonate with Middle Eastern and African cultures. Kudos for creating something truly special!

by Hayley Alexander