TikTok LIVE, where music, creativity, and communities come together in real time, has launched the second edition of Music LIVE House across the Middle East and North Africa (MENA), bringing together emerging artists, creators, fans, and music industry leaders to discover and support the region’s next generation of music talent.
The flagship music initiative kicked off with a regional in-app competition from July 24 to 31, followed by a two-week immersive experience on Egypt’s North Coast from August 1 to 15.
The activation also features a dedicated TikTok LIVE stage at Hacienda White, hosting live performances by Disco Misr, Mohamed Ramadan, Zap Tharwat, Jannat, Mohamed Adaweya, and international singer Naïka.
TikTok LIVE and Yalla Sahel Bring Music and Digital Entertainment Together
The initiative is being launched in partnership with Yalla Sahel, combining digital entertainment, music, and live experiences to create a major cultural and entertainment activation on Egypt’s North Coast this summer.
Through the partnership, Music LIVE House aims to support emerging music talent, strengthen connections between artists, creators, and audiences, and enrich the region’s vibrant entertainment landscape through immersive LIVE experiences that bridge the digital and physical worlds.
The experience brings together established and emerging artists, content creators, fans, and music industry professionals through live performances, exclusive creator collaborations, interactive fan experiences, and a Grand Finale celebrating the region’s rising music talent.
TikTok LIVE Creates New Opportunities for Emerging Artists
Music has become one of the most powerful ways communities connect on TikTok, with millions of users discovering new artists, songs, and trends every day.
Through TikTok LIVE, creators can engage with audiences in real time, build meaningful communities, and showcase their talent in an authentic and interactive environment.
Music LIVE House takes this experience beyond the digital platform, providing emerging artists with new opportunities to gain visibility, connect with music industry professionals, and perform on one of the region’s leading music stages.
Live Performances and Interactive Experiences on Egypt’s North Coast
Throughout the two-week activation, Music LIVE House brings together creators, artists, fans, and music industry leaders through a diverse program of activities on Egypt’s North Coast.
Audiences can enjoy live music performances, exclusive creator collaborations, interactive TikTok LIVE sessions, behind-the-scenes content, and unique fan experiences celebrating the region’s dynamic music culture.
TikTok LIVE and Spotify Launch the “TikTok Music LIVE House” Playlist
As part of the experience, TikTok LIVE, in partnership with Spotify, has introduced the “TikTok Music LIVE House” community playlist exclusively on Spotify.
The playlist features leading TikTok artists and trending songs selected by artists and the community, giving fans another opportunity to discover the music shaping the region’s cultural conversations beyond the live event.
The dedicated TikTok LIVE stage also serves as the heart of the activation, broadcasting exclusive LIVE content and connecting audiences across MENA with the excitement taking place on the ground.
Regional Music Competition to Discover MENA’s Rising Stars
At the heart of Music LIVE House is a regional music competition that gives emerging artists from across MENA the opportunity to perform, grow their audiences, and compete for a place in the Grand Finale.
Participants compete through their TikTok LIVE performances, with recognition based on the quality of their LIVE sessions, audience engagement, community support, and creativity throughout the competition.
The selected finalists will perform at the Grand Finale in Egypt on August 14, in front of a panel of renowned artists and music industry experts.
The Grand Finale will also be livestreamed through the @TikTokLIVE_MENA account, allowing audiences across the region to follow the performances and celebrate with the contestants in real time.
Meet the 10 Music LIVE House Finalists
The 10 finalists competing in the Grand Finale are:
- @nermeenwahbaa
- @kamel.yosef
- @mch_1111
- @alsha7rour
- @toscoe.live
- @imadchlihi
- @alaa_alayesh
- @thegoddess200
- @mariamaziz098
- @ahmed_amerr2
The winner will receive an exclusive opportunity to accelerate their music career through SoundOn, including professional support to release and promote original music and reach wider audiences across the region and beyond.
Mohamed Enaba: Music LIVE House Supports the Next Generation of Talent
Mohamed Enaba, Strategic Partner Manager at TikTok LIVE MENA, said music has always been one of the strongest ways people connect on TikTok, while TikTok LIVE has created new opportunities for artists to build lasting relationships with their communities in real time.
He noted that Music LIVE House takes this experience beyond the platform by creating a regional stage where emerging artists can perform, collaborate, and connect with fans and industry leaders, helping shape the next generation of music talent across MENA.
Mohamed Ramadan Joins Music LIVE House Performances
Mohamed Ramadan, who will perform during the Music LIVE House activation, said artists are always looking for opportunities to connect with new audiences, adding that TikTok LIVE has become an important platform for creating those connections.
He highlighted Music LIVE House as an opportunity for emerging musicians to perform, share their music, and inspire audiences across MENA.
Ramadan also expressed his excitement about taking part in the experience and seeing the emerging talent perform on stage this summer.
Music LIVE House Celebrates the Future of Music in MENA
By combining digital participation with real-world experiences, Music LIVE House reinforces TikTok LIVE’s commitment to empowering emerging talent, strengthening music communities, and creating new opportunities for artists to be discovered.
Through its partnership with Yalla Sahel, the initiative also contributes to enriching Egypt’s North Coast with innovative cultural and entertainment experiences centered on creativity, music, and community.
As Music LIVE House returns for its second edition, the initiative is set to become one of the region’s standout music experiences of summer 2026, celebrating the artists, creators, and communities shaping the future of music through LIVE.
