HIVE INDUSTRY SESSION #03: Samer Jaradat (NEST) - Empowering Artists representing the MENA region to Shine on the Global Stage

By Akriti

Since 2022, NEST Music Incubator has supported over 350 aspiring artists with skills training, mentorship, and access to professional studios and equipment. This annual five to eight-month program empowers music creators across Palestine, Jordan, and soon the wider Middle East and North African (MENA) region.  

By offering personalised guidance, production support, and live performance opportunities, NEST equips participants to navigate the complex music landscape with confidence and provides them with tools to build sustainable careers in the global music industry. Hivewire is proud to partner with this transformative initiative, championing its mission to amplify regional talent and creativity on a global stage.

At the heart of NEST Music Incubator is Samer Jaradat, a musician, entrepreneur, and cultural innovator whose vision has shaped the program into a transformative force for emerging artists. With academic foundations in music and business management, Jaradat brings a rare combination of creativity and leadership. His deep engagement with diverse musical cultures stems from a lifelong passion for exploring and merging global traditions, an ethos reflected in projects like ‘Arabi Gharbi’ and ‘Music Without Borders’.

In addition to founding Jafra Productions in 2010 - a cornerstone of Palestine’s music industry - Jaradat manages the acclaimed Palestinian band Le Trio Joubran. His commitment to bridging cultures and fostering artistic dialogue resonates through NEST, which he envisioned as a platform to empower artists and celebrate the richness of music in the MENA region. Through creating opportunities for education, collaboration, and global exposure, Jaradat’s work with NEST's mission is to inspire a new generation of creators and amplify their voices on the world stage.

We had the privilege of speaking with Samer Jaradat in an exclusive interview for our latest Industry Session, where he shared insights into his journey, vision, and the impact of NEST.

For a closer look at NEST’s mission and impact, watch the following video:

Akriti: Could you share your journey with establishing Jafra Productions?

Samar Jaradat: Before establishing Jafra Productions, I worked as a freelance musician and percussionist, collaborating with bands and musicians from diverse cultures worldwide. During a music residency spanning several years, I visited 21 countries, conducting research on musical identity and exploring the bridges between global music cultures. This period gave me valuable insight into the music industry from an artist's perspective. 

With time, and thanks to my academic background in business, I found myself drawn to creating something more structured. In 2010, Jafra Productions was born as the culmination of this journey. Initially, Jafra focused on building a music community, connecting artists, and fostering cross-cultural collaborations. Over time, it evolved into one of the first music hubs in the region, dedicated to developing the music ecosystem and exporting the region’s rich musical heritage globally.

Today, Jafra runs programs like the NEST Music Incubator, which empowers music creators from the MENA region and solidifies a stronger music community. Another flagship program is Technology and Music Innovation (TAMI), a pioneering academic initiative designed to enhance the MENA region’s music industry by nurturing the next generation of entrepreneurs and industry professionals.

Akriti: What was the inspiration behind creating NEST, and how do you see it impacting the MENA music scene over the next few years?

Jaradat: The inspiration behind creating NEST came from admiration and frustration. The MENA region, particularly the Levant region, is home to incredible talent with unique artistic visions and depth. Yet, these talents often struggle due to lacking a supportive ecosystem that allows them to work professionally and reach their full potential. I always say, 'Music is the thing, but not everything'. It needs the right structure and tools to thrive.

The MENA music scene faces challenges, but it also holds immense potential. Statistics show that the region had one of the highest growth rates globally in the music industry last year, and this trend is expected to continue. Despite this, MENA-based music is still underrepresented on the global stage, despite its diverse, unique content that could become relevant with the right support. The region’s rich history, culture, and social and political narratives add depth to its music, making it a powerful force waiting for the right tools to thrive. 

NEST was designed to address these challenges and harness these opportunities. By fostering collective knowledge, building a strong community, and encouraging diversity, NEST fills the gaps in our industry. It empowers creators by providing the tools and resources they need to grow their careers, improve production quality, and establish collaborations with global stakeholders. Over the next few years, I would love to see NEST helping to drive the professionalisation of the MENA region and play a key role in exporting the region’s music to the world, built on a solid and sustainable foundation.

Akriti: How do you tailor the mentorship and support offered at NEST to cater to the diverse needs of emerging versus established artists?

Jaradat: The needs of musicians and stakeholders here are incredibly diverse, making it difficult to define who qualifies as an 'emerging' or 'established' artist. This is largely due to the fragmented nature of the music industry here, where each artist/band operates differently. The lack of governing systems, laws, or professional organisations further amplifies these disparities.

This diversity shaped the mentorship strategy at NEST, leading us to develop a flexible and multi-layered system. Group mentorship sessions focus on building general knowledge relevant to the music community. At the same time, collaborative camps like those on songwriting and the live industry offer a space for creating content in smaller teams with mentors and supervisors. Additionally, we provide direct, individualised guidance to artists selected in the final stage of the program, ensuring tailored support.

This year, NEST was structured around four key themes: artistic identity, public relations and communication, the live industry, and copyrights. These themes reflect the essential areas where artists need support to grow, whether just starting or looking to advance their careers. This tailored approach allows us to address the unique needs of both emerging and established artists, helping them navigate the industry's complexities and thrive.

Akriti: Jafra has supported over 350 artists since 2010. What has been the most impactful lesson learned from working with such a diverse group, and how has it shaped the incubator’s current focus? 

Jaradat: That’s correct. Since 2010, Jafra has supported many artists in various ways, initially relying on the most traditional methods of the industry in the MENA. However, with the rapid advancement of technology and the increasing diversity of genres, these classical approaches became outdated. Many companies struggled to stay relevant, and it became clear that we needed to adapt and connect with new generations of creators who express themselves through today’s tools. This led to the creation of NEST, designed to meet the evolving needs of our community.

One of the most impactful lessons we’ve learned is the value of building trust and transparency with artists and industry professionals. This trust has been a cornerstone of our success and directly influenced the positive reception of NEST in the first cycle (2022-2023). Artists felt empowered to share their experiences and speak positively about the program, something that helped us refine and develop a transparent, fair, and much more inclusive approach in terms of accepting more music genres and welcoming artists from all genders and social backgrounds. 

We focused on creating equal opportunities for all participants, understanding that the cultural sector in the region often suffers from a lack of trust between institutions and artists. Many artists have faced challenges and felt discouraged in these relationships, so our commitment to fairness and transparency has been crucial. This lesson continues to shape our approach, and we’re dedicated to the artists the programme serves.

Akriti: With the fast pace of the global music industry, how does NEST ensure that Palestinian and MENA-based artists remain competitive on an international level while staying connected to their local cultures?

Jaradat: Artists need to understand the factors that shape their brands as individuals first. This involves exploring the questions and topics that resonate with them, inspire their creativity, and give them a sense of value and purpose in their work. Local culture often serves as a powerful foundation and source of inspiration, providing memories, places, sounds, and emotions for artists to draw from. However, local culture does not have to be the sole defining element of an artist’s identity. Many artists build their identity around more universal concepts, especially in today’s globalised and interconnected world.

NEST strives to be presented from multiple perspectives, helping artists explore and define their unique voices and visions in a way that can stand out in the market. International competitiveness for these artists hinges on two main factors: the uniqueness of their musical identity and their understanding of the global music industry’s dynamics. This includes how to effectively engage with global audiences, utilise modern tools, and adapt to industry trends.

Music is the foundation, but without understanding how the global industry works, it risks remaining purely local. This is the key distinction between viewing music as an art form and as an industry—two concepts that are separate yet complementary. At NEST, we emphasise the importance of understanding this global context. We want artists who are equipped with the knowledge and tools to navigate the industry, develop an entrepreneurial mindset, and successfully create, export, and sustain their music on an international level.

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Hivewire is an independent music industry publication launched in June 2023 by Srishti Das and supported by Akriti, Shashwat Hota and Yatin Srivastava. This dynamic newsletter offers a unique perspective on the music industry, focusing on emerging markets and the rapidly growing music cultures gradually making their mark globally.