Ras Al Khaimah Tourism Development Authority (RAKTDA) reveals its latest campaign – RAK Sessions, a creative collaboration that harnesses the power of music to support developing talent during these unprecedented times, set against the backdrop of a stunningly diverse destination.
Showcasing the Emirate from a new perspective, RAKTDA has collaborated with ten talented emerging artists in the UAE, lending its scenic natural beauty and renowned landmarks to their latest music videos. The campaign features diverse landscapes and attractions using the world’s most enduring artform – music, to invite listeners, fans and followers alike to discover Ras Al Khaimah. Locations include the UAE’s highest peak Jebel Jais and its iconic Jais Adventure Peak – marking the first song worldwide shot entirely on a zipline, and most notably the longest zipline in the world – historic landmarks such as Jazirah Al Hamra, Dhaya Fort and Suwaidi Pearls Farm, Wadi Al Baih – and iconic hotels such as the Hilton Ras Al Khaimah Beach Resort, to transport them to the Emirate and inspire their next visit.
Art and culture is a part of Ras Al Khaimah’s tourism vision and an important element in showcasing the Emirate as a diverse destination that celebrates talent and creativity. This year, the Ras Al Khaimah Fine Arts Festival (6 Feb – 3 April) marks its ninth edition, a clear testament to the Emirate’s focus on promoting arts and local talent over the years. RAK Sessions is a continuation of this strategic vision, offering ten young artists inspirational locations to shoot their music videos and a powerful platform from which to debut their songs.
RAK Sessions will feature Dubai-based singer and fashion icon Layla Kardan, who will be launching her new song “I am a seed”. Kardan’s music video was filmed at Dhayah Fort, the only hilltop fort still existing in the UAE, offering a fantastic view of the lush palm gardens, the sea and the dramatic mountains.
Other artist highlights include:
- Jindi, the Sudanese singer-songwriter whose immense popularity stems from playing at regional festivals and popular venues, performs “At Me”, the first song shot entirely on the world’s longest zipline – the Jebel Jais Flight
- Dina Stars, an emerging artist and songwriter from Jordan who started creating music at the age of 14, performs “Without You”, shot at the Suwaidi Pearls Farm, surrounded by the natural treasures of the lagoon
- TAC, the one-of-a-kind Egyptian lyricist, rapper and producer brings his song “Might Be” to life through his video set in Wadi Shawka, a nature-lovers’ favorite, nestled between the towering mountains of Ras Al Khaimah
- Leah Depala, 15-year-old British singer and recipient of the Emirates Woman of The Year Award in the Young Talent category marks her first ever music video shot at the Hilton Resort and Spa in Ras Al Khaimah, for her song “Still a baby”
- Ghaliaa, the Syrian multi-instrumentalist known for performing in Arabic, English, French, Turkish, Armenian, and Spanish, sung “3abali”, which featured on Apple Music’s A-list, at Al Jazirah Al Hamra, representing an undisturbed reflection of 20th century life
- Gari Deegan, the Irish artist known for performances with the likes of Olly Murs and John Legend, and for being a finalist on the hit TV series ‘The Voice’, covers Bishop Briggs’ “River”, set against the majestic Jebel Jais
- Jaymie Deville, the Australian singer and producer who captured hearts through his performances on Australian National Television chose the picturesque Wadi Al Baid as the backdrop for his song “Labels”
- Fafa, 24-year-old Emirati-Honduran singer and songwriter whose career highlights include opening for Bruno Mars in the UAE, performed her song “Tell the Ones You Love You Love Them” at the beautiful Waldorf Astoria Ras Al Khaimah
- Stephon LaMar, an American musician who is a favourite of the local music scene and frequent performer at the Dubai Opera, previously supporting artists including Tyrese, Kelis and Enrique Iglesias, chose to be inspired by the Ritz-Carlton Ras Al Khaimah, Al Wadi Desert for his song “Love on the Internet”
Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority, commented: “We are excited to launch RAK Sessions – a celebration of Ras Al Khaimah’s diversity and versatility, offering a space to support and nurture exceptional UAE talent during this challenging time. Art and culture are fundamental to our long-term destination strategy, and through this campaign we are not only actively contributing to the creative development of Ras Al Khaimah but also providing young musicians and artists with a unique platform to reach wider audiences while showcasing the breadth of offering in the Emirate”.
“The world is changing rapidly, giving us the opportunity to reinvent ourselves and the way in which we promote tourism destinations. Gen Z and Millennials are travel enthusiasts by nature and voracious consumers of videos, therefore the combination of music and tourism that the RAK Sessions offer will showcase the destination in a profoundly new way and encourage guests to visit Ras Al Khaimah and enjoy the abundance of adventure, cultural and beach attractions”.
Layla Kardan shared: “The opportunity for up and coming artists in the region to partner with an entity such as the Ras Al Khaimah Tourism Development Authority is one that offers much hope following the challenging year faced by the creative industry. The talented young individuals who have been given this platform to shine will benefit hugely from the exposure and engagement that this exciting project will generate to further the careers that they are so passionate about. It is important to offer such opportunities to new talent to help them to grow and perfect their craft as artists.”
The RAK Sessions artists and attractions music series can be seen on Ras Al Khaimah Tourism Development Authority’s YouTube and social platforms in addition to the popular streaming platform Anghami.