MJLS ENTERTAINMENT
OVERVIEW
MJLS is derived from the Arabic term "Majlis", meaning a sitting room or gathering area where individuals come together to socialize. It is a live event and artist discovery platform dedicated to the amplification of Middle Eastern & North African (MENA) art, music, and culture. By curating experiences that encourage storytelling, collaboration, and unification, we offer a vibrant platform for Arab & MENA artists to gain exposure and share their craft with the world.
MJLS Entertainment
SERVICES
Brand Development
Business Processes
Budget Management
Project Management
Event Production
Contract Negotiations
Artist Discovery
Talent Buying
Marketing Campaign Development
Social Media Management
Brand Partnerships
Creative Asset Management
THE GOAL
MJLS was created to provide a platform for showcasing and promoting Middle Eastern and North African (MENA) artists, offering them visibility and opportunities for growth. As an independent promoter, MJLS supports the MENA region's growing infrastructure and expands opportunities for the creative economy, while cultivating a vibrant community of innovative and diverse talent.
COMPANY OVERVIEW
THE FORMATION
BACKGROUND
In 2023, I co-founded MJLS with the vision of amplifying Middle Eastern and North African (MENA) artists and creatives. While global music genres like Reggaeton, Afrobeats, and K-Pop had gained mainstream recognition, the MENA and Arabic music scene had yet to see the same level of exposure despite its rapid growth. MJLS was reinvented to serve as a community-driven platform that empowers MENA artists and jointly supports the region's rapidly growing infrastructure. It is, at its core, a live event and artist discovery platform; we work closely with artists, venues, and brands to curate experiences that help showcase emerging artists in our scene, all while creating opportunities for community building among the Arab diaspora.
EVENT PRODUCTION
MJLS was officially launched through an artist showcase hosted at the Moroccan Lounge in Downtown LA (see HERE for the breakdown). The goal of this showcase was to curate a lineup of four (4) artists and DJs of Arab descent that were making waves in their respective genres. Through a mixture of press coverage, including a feature by SceneNoise's subsidiary CairoScene, community-driven outreach, and social media marketing, a total of 170 people attended the first event. Since then, we have programmed a variety of events across LA, including club nights, networking events, poetry workshops, artist showcases, and more. This process includes researching and securing a variety of multipurpose venues, continuously building a database that tracks each location’s capacity, deal structure, layout, and technical capabilities to match the respective event curation. See HERE for a list of past events.
ARTIST DISCOVERY
Artist discovery is at the core of MJLS. We actively scout and spotlight Arab artists across the MENA region and North America, providing them with platforms to connect with new audiences. Through our events and initiatives, we curate lineups that showcase rising talent across various genres, allowing each artist the opportunity to connect to the community and grow in their career. Whether through live performances, networking opportunities, or digital campaigns, MJLS is dedicated to amplifying the voices of Arab artists and fostering a global community around their work. See HERE for a list of MJLS alumni.
MARKETING CAMPAIGNS
Marketing is a key pillar of MJLS, where we craft and execute multi-channel campaigns to amplify our events and drive audience engagement. From digital marketing and targeted ad buying to guerrilla tactics, creator partnerships, and grassroots community outreach, we strategically activate across multiple touchpoints to maximize visibility. Leveraging past buyer data, we have built a newsletter database that allows us to utilize direct email marketing, ensuring we reach engaged audiences with personalized event announcements and exclusive content. Our approach is tailored to each event, effectively driving ticket sales and cultivating a loyal community for gatherings ranging from intimate 50-person showcases to 400-capacity experiences. By blending data-driven strategies with cultural insight, we create impactful campaigns that not only sell tickets but also build lasting community connections.
SOCIAL MEDIA MANAGEMENT
Social media is at the heart of MJLS’s community-building efforts, with Instagram serving as our primary platform for engagement and event promotion. Through strategic content creation, planning, and copywriting, we craft a compelling digital presence that keeps our audience informed and excited about upcoming events. By consistently sharing artist spotlights, event recaps, behind-the-scenes moments, and culturally relevant content, we’ve cultivated a loyal and engaged following that actively interacts with our page. This ongoing dialogue not only drives awareness and ticket sales but also strengthens our connection with the community, ensuring MJLS remains a go-to hub for discovering and experiencing Arab talent.
COMPANY OPERATIONS
I oversee all company operations at MJLS, managing everything from LLC registration and legal compliance to budgeting and invoicing. I handle financial planning, ensuring that each event and initiative stays within budget and ultimately generates a profit. I’ve developed streamlined processes for file management and documentation, keeping everything organized and accessible. I also lead project and team management, coordinating across marketing, production, and logistics to ensure smooth execution. By implementing efficient workflows and staying on top of day-to-day operations, I keep MJLS running effectively while allowing space for creativity and growth.
BRAND DEVELOPMENT
I lead the brand development of MJLS, shaping its identity and positioning within the industry. From defining our visual aesthetic and messaging to ensuring consistency across all touchpoints, I oversee how MJLS is perceived by both artists and audiences. I work on refining our voice, designing marketing assets, and curating the overall experience to align with our mission of spotlighting Arab talent. Through strategic partnerships, content creation, and community engagement, I continue to evolve MJLS into a recognizable and trusted platform that resonates with our audience and reflects the culture we represent.
