TikTok LIVE, where music, creativity, and communities come together in real time, brings back the 2nd edition of Music LIVE House across the Middle East and North Africa (MENA). The flagship music initiative kicked off with a regional in-app competition from 24 – 31 July, before culminating in a two-week immersive experience on Egypt’s North Coast from 1 – 15 August. The campaign also features a dedicated TikTok LIVE stage in Hacienda White, hosting LIVE performances by Disco Misr, Mohammad Ramadan, Zap Tharwat, Jannat Mahid, Mohamad Adawieh and Naïka.
The initiative is launched in partnership with Yalla Sahel, bringing together digital entertainment, music, and live experiences to create one of the summer’s most exciting cultural activations on Egypt’s North Coast. Through this collaboration, Music LIVE House will support emerging music talent, strengthen connections between artists, creators, and audiences, and enrich the region’s vibrant entertainment landscape through immersive LIVE experiences.
Bringing together established and emerging artists, creators, fans, and music industry leaders, Music LIVE House features live performances, creator collaborations, interactive fan experiences, and a Grand Finale celebrating the region’s rising music talent.
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 way. Music LIVE House expands this experience beyond the platform, creating new opportunities for emerging artists to gain visibility, connect with industry professionals, and perform on one of the region’s biggest stages.
Throughout the two-week activation on Egypt’s North Coast, Music LIVE House brings together creators, artists, fans, and music industry leaders through a diverse lineup of activities. Audiences can expect live performances, exclusive creator collaborations, interactive TikTok LIVE sessions, behind-the-scenes content, and fan experiences celebrating the region’s vibrant music culture.
As part of the experience, TikTok LIVE in partnership with Spotify introduces the “TikTok Music LIVE House” community playlist exclusively on Spotify, featuring top TikTok artists and songs selected by artists and the community, extending the celebration beyond the live event and giving fans another way to discover the music shaping the region’s cultural conversations. A dedicated TikTok LIVE stage serves as the heart of the activation, broadcasting exclusive LIVE content and connecting audiences across the region with the excitement unfolding on the ground.
At the heart of Music LIVE House is the regional music competition, which gave emerging artists from across MENA the opportunity to perform, grow their audiences, and compete for a place in the Grand Finale. Participants competed through their TikTok LIVE performances, earning recognition based on their LIVE sessions, audience engagement, community support, and overall creativity throughout the competition. The selected finalists will perform live at the Grand Finale in Egypt on 14th August, in front of a panel of renowned artists and industry experts. The excitement will also be livestreamed on the @TikTokLIVE_MENA account, inviting audiences from across the region to tune in and experience the performances and celebration in real time. The 10 finalists are; @nermeenwahbaa, @kamel.yosef, @mch_1111, @alsha7rour, @toscoe.live, @imadchlihi, @alaa_alayesh, @thegoddess200, @mariamaziz098 and @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, helping them reach wider audiences across the region and beyond.
Mohamed Enaba, Strategic Partner Manager at TikTok LIVE MENA, said:
“Music has always been one of the strongest ways people connect on TikTok, and TikTok LIVE has opened new opportunities for artists to build lasting relationships with their communities in real time. With Music LIVE House, we’re bringing that 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, who will perform during the Music LIVE House activation, added:
“Every artist is looking for opportunities to connect with new audiences, and TikTok LIVE has become an important platform for making those connections happen. Music LIVE House brings that experience to life by giving emerging musicians the chance to perform, share their music, and inspire audiences from across MENA. I’m excited to be part of this celebration and can’t wait to see the talent taking the stage this summer.”
By combining digital participation with unforgettable 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 that celebrate creativity, music, and community. As Music LIVE House returns for the 2nd edition, it is set to become one of the region’s most exciting music experiences of the summer, celebrating the creators and communities shaping the future of music through LIVE.
