YA TAB TAB NIGHT
OVERVIEW
is a Canada-based club night series celebrating Arabic and Middle Eastern music, blending nostalgic classics with modern hits. Named after Nancy Ajram’s iconic song, the event features DJs spinning Arabic pop, shaabi, electro dabke, rai, and mahraganat, creating a high-energy, dance-heavy atmosphere. Part of a growing wave of MENA nightlife experiences, it brings together the diaspora and global music lovers for an immersive cultural celebration.
Ya Tab Tab Night
SERVICES
Venue Booking
Event Production
Talent Buying
Production Advance
Contract Negotiations
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Transportation & Hospitality
Budget Management
Revenue Projections
Digital Marketing
Press Coverage
Ticketing Strategy
Content Creation
Community Outreach
Media Planning
Guerilla Marketing
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THE GOAL
Debut Ya Tab Tab Night into the American market by way of Los Angeles, effectively serving as the on-the-ground promoter to book, produce, and market the party to target demographics. With the rising house and electronic scene in the Arabic music space, it was a prime opportunity to introduce a new party brand to the market.
CAMPAIGN OVERVIEW
EVENT PRODUCTION
BACKGROUND
On May 3, 2024, I produced the first edition of Ya Tab Tab Night in Los Angeles, selling over 230 tickets and nearing a sold out night. On the heels of a successful debut, the goal was to produce the second edition on September 14, 2024 and capitalize on the party's newfound market awareness, ultimately resulting in a sold out event only three months after the first edition.
VENUE BOOKING
Securing the right venue was crucial in shaping the atmosphere of Ya Tab Tab Night, ensuring it matched the event’s layout and audience expectations. I identified and negotiated with a variety of venues across LA that offered varying layouts, technical specifications, and capacity restrictions, taking into considering the party's standard preferences. Factors such as location, accessibility, and ambiance were carefully considered to create a welcoming and high-energy space, ultimately resulting in 350 capacity Catch One room as the chosen space for both editions.
CONTRACTS & BUDGETING
I wrote and managed the execution of contracts between myself, the venue, and the party brand. The negotiations included bar minimum deals, promoter/artists profit split, expense coverage, and more. I worked closely with both sides to forecast and manage all expenses, including deposits, marketing, accommodations, and more, while projecting expected profit based on expected ticket sales. I strategically priced tickets at $15, offering a low barrier to entry initially and increased the ticket price in the days leading up to the event when the majority of our audience buys.
PRODUCTION ADVANCE & ON-SITE SUPPORT
I provided full-scale production and on-site support to ensure a seamless experience from start to finish. I oversaw all logistical elements, including stage design, production advance, artist hospitality, coordinating with the venue to ensure all riders were received and artist needs were met. On-site, I handle real-time troubleshooting, audience flow, and overall event execution, ensuring that both the artist and audience members were accommodated.
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MARKETING STRATEGY
MARKETING MIX
The core element of this marketing campaign was jointly creating and posting content between my organization MJLS and the Ya Tab Tab Night Instagram pages, simultaneously engaging the core Ya Tab Tab audience while directing new traffic to their page.
CONTENT CREATION
During the marketing campaign of the first show, I posted a POV video, reference #1, that amassed over 18k impressions. Based on the success of this format, we posted a similarly formatted video on TikTok, reference #2, that amassed 1.2k likes and 14k views. These videos were the driving forces behind organic awareness for the party.
CREATOR PARTNERSHIPS
I engaged emerging creators and artists in the local Arab community to create content promoting the show, leaning into a tone of humor, relatability, and nostalgia.
PAID SOCIAL
I allotted $350 to ad spend across Facebook and Instagram. I outsourced the creation of the hype/promotional video [Reference #1] to a videographer who captured clips from the first edition in May. I allotted $150 to this video, while a variation of the POV video [Reference #2] was allotted $200 to give the organic content an additional push.
Target Audience:
• Age: 21-36
• Location: Southern California
• Keywords: Arab, Middle Eastern, Arabic, Nightlife, Party, Music
GUERILLA MARKETING
To support the digital marketing efforts, I designed a variety of flyers with the details of the event and cheesy photos of popular 2000s Arabic Pop artists. Myself and a few others taped these flyers up around Los Angeles and edited the clips we filmed into an Instagram reel, connecting the online and offline marketing efforts.
COMMUNITY OUTREACH
It is known in the Arab community that one of the strongest forms of marketing is word of mouth. With that in mind, I compiled a list of prominent creators, organizations, and pages in the community to reach out to and ask to reshare the event details to their Instagram stories.
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In addition to direct outreach and messaging, we created a separate Partiful invite to reengage and invite attendees of past events that were ticketed through Partiful. The Partiful link included event details and the direct link to Eventbrite to purchase tickets, and each person invited received an SMS blast with the event details
Named Best Parties In Los Angeles 2024 by LA weekly: LINK