The Saudi Research and Media Group (SRMG) has unveiled a strategic alliance with TikTok, designed to empower emerging content creators in Saudi Arabia and the broader MENA region while fostering commercial growth through a variety of innovative initiatives.

This collaboration aims to leverage TikTok’s strengths in expanding content reach, unlocking monetization opportunities, and enhancing engagement with the region’s digitally savvy audience. By incorporating TikTok into SRMG’s major events and diverse media platforms, this partnership will significantly enhance the platform’s visibility in key sectors such as entertainment, sports, and lifestyle.

Introducing TikTok Academy

A cornerstone of this partnership is the launch of TikTok Academy, a new initiative developed in collaboration with SRMG Academy, specifically tailored for the Saudi market. This program invites aspiring digital storytellers to submit original content across various categories, including lifestyle, fashion, film, news, and sports. Selected participants will receive specialized training through SRMG’s portfolio of media brands and will have the opportunity to collaborate directly with industry professionals, including editors, journalists, and producers.

Showcasing Talent at Major Events

The partnership will also position SRMG’s prominent cultural and entertainment events, such as the Billboard Arabia Music Awards and Hia Hub, as key platforms for showcasing TikTok creators. Furthermore, SRMG will utilize its extensive media network—including Hia Magazine, Sayidaty, Arriyadiyah, and Billboard Arabia—to amplify creator content through both editorial features and digital outreach.

Capitalizing on Regional Growth

This initiative comes at a time of significant momentum in the regional media and entertainment sectors. In 2023 alone, the media industry contributed SAR 14.5 billion ($3.87 billion) to the Kingdom’s GDP, with ambitions to more than triple this figure by 2030. The sector is projected to create 67,000 jobs by 2024. Entertainment revenues have already exceeded SAR 1 billion ($0.27 billion), reaching over 75 million people in the past five years—a surge largely driven by social media, positioning Saudi Arabia as one of the top global markets for platform usage and digital content creation.

Reflecting on the partnership, Bassil Al Mouallimi, Chief Strategy & Commercial Officer at SRMG, stated: “We believe in the power of community and the influential role the new generation plays in shaping the future of media in our region. The creative economy in our area is experiencing remarkable growth, particularly in the media, entertainment, and social platform sectors. Our strategic partnership with TikTok is a significant step in solidifying our presence at the heart of this creative movement. We aim to connect talented creators with global platforms and foster an environment that empowers them to thrive and make a meaningful impact. This goes beyond merely producing trend-driven content; it’s about building sustainable career paths, amplifying authentic voices, and driving growth in the content economy.”

Kinda Ibrahim, TikTok’s General Manager of Content Operations in MEA, South and Central Asia, added: “At TikTok, we are dedicated to empowering a new generation of storytellers by providing them with the tools, platform, and global stage to express themselves and shape culture. Saudi Arabia boasts an incredibly engaged and creative community. Through this partnership with SRMG, we are intensifying our efforts to nurture local talent, fuel the region’s creative economy, and help creators thrive, not just in the Kingdom, but around the world.”

This strategic partnership builds on the success of previous joint initiatives, including the launch of the Billboard Arabia TikTok Music Charts, a pioneering platform that highlights the most streamed and culturally influential songs in the Arab world. It also follows the introduction of SRMG Academy’s first technology journalism course, powered by TikTok, aimed at training the next generation of Saudi storytellers to navigate and report on the rapidly evolving tech landscape.

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Persons

Bassil Al Mouallimi, Kinda Ibrahim

Company Names

TikTok, Saudi Research and Media Group (SRMG)

Titles

Billboard Arabia Music Awards, Billboard Arabia TikTok Music Charts

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