Fujifilm Instax Middle East Empowers Emerging Artists

Instax, marketed by Fujifilm, a global pioneer in imaging and photography, has launched a 12-month initiative to champion emerging artists, investing in authentic music moments, sharing, and giving back to the creative community. This year, Instax is collaborating with Female Talent Agency (FTA), a female-led creative agency specializing in music and brand partnerships. FTA connects female musicians with aligned brands to facilitate collaborations that leave a lasting impact on audiences. Through this partnership, Instax and FTA will support young female emerging artists in the Middle East by sponsoring their music journey and providing them with a bigger platform for success.

Fujifilm Instax proudly announces a year-long commitment to supporting emerging artists in the MENA region, aligning with the brand's essence of capturing life's moments through instant photography. Through initiatives like the Artist Spotlight Series, music production, and on-ground activations, they aim to provide a platform for rising stars to showcase their work, connect with broader audiences, and contribute to the vibrant creative community.

Samantha Brett, Regional Marketing Manager for Fujifilm Instax Middle East says: “Through our partnership with FTA, I'm proud to announce our investment in emerging artists, actively shaping the cultural landscape of the MENA region. Beyond financial support, we prioritize fostering genuine connections between artists and their audiences, embodying our brand's core values of moments, sharing, giving, and real connections. Through this initiative, we celebrate life's genuine moments, empowering the next generation of creative talent in MENA.”

Anna George, Founder of FTA says: “We're thrilled to partner with Fujifilm Instax for this initiative. Instax's dedication to capturing authentic moments perfectly aligns with our mission to empower female artists. Their user-friendly cameras allow these talented women to express themselves genuinely, showcasing their creativity and artistry in a real and relatable way.”

By providing a platform for emerging artists to share their talents and connect with a wider audience, Fujifilm Instax have sponsored their first music video in Lebanon with the artist Talia Lahoud. Hailing from a small town in Lebanon, Talia’s global aspirations and determination helped turn a passion for music into a promising career. The trained musician and songtress is bringing a new sound to the Arabic Pop music scene as she has the ability to write and perform in English, Arabic and French giving her a uniquely organic way of connecting to global audiences.

Inspired by the theme and concept "Capture The True You," Instax chose the Instax SQ40, a chic instant camera that captures beautiful square format photos with its automatic exposure and selfie mode, ensuring you get perfectly lit, natural-looking instant photos that “Capture the True You.” Talia's song lyrics reflect her journey of overcoming childhood struggles, aiming to resonate with those who feel like outsiders. Through Fujifilm Instax, her message of self-acceptance is embraced, showcasing how music and photography can inspire authenticity, aligning with the product's essence of "Capture The True You."

This partnership will continue throughout the year, offering various touch points for engagement and expression.