In a groundbreaking move, Apple has chosen to feature Saudi artist Kali B as the sonic voice behind its campaign for the launch of the Apple Store Online in Saudi Arabia. This initiative underscores the rising influence of regional artists on the international stage, and how music is becoming central to digital storytelling and brand identity, especially in the Middle East.

The featured track, “Ok Ok,” is a bold, genre-blending song that resonates with Kali B’s artistic vision. Despite being one of her earliest releases, it captured the attention of Apple Music’s team and was selected to represent the launch campaign. 

To celebrate the campaign, Apple Music launched a new playlist titled “Hello KSA”,spotlighting a wave of Saudi talent across genres ranging from indie and pop to hip hop. The playlist features rising stars like Mishaal Tamer and Tamtam alongside established voices such as Abdulmajid Abdullah and Rashed El Majed, reflecting the country’s rich and evolving music landscape.

The playlist can be accessed here: Hello KSA on Apple Music.

Kali B on the Campaign and Her Artistic Vision

For Kali B, being featured in Apple’s Saudi online store campaign aligns with his creative journey. “I’ve always wanted to represent a new sound coming out of Saudi; one that’s bold, genre-blending, and globally resonant,” he said. 

The choice of “Ok Ok”, which was released five years ago, was an unexpected yet meaningful moment. “‘Ok Ok’ is actually one of the oldest songs I have online. I dropped it back when I was just experimenting with my sound, and I never expected it to be the one that would land a placement like this” he reflected. 

He also praised Apple Music’s role in amplifying regional voices: “Their support brings visibility, but also validation. For artists like me, it creates space to grow without compromising who we are. They’re not just pushing playlists, they’re pushing culture.”

Kali B advises emerging artists to stay persistent and authentic: “Keep showing up. You never know which record will be the one that opens a door.” 

The Bigger Picture: Music and Brand Identity in the Middle East

This campaign highlights a growing trend where global tech companies are anchoring their marketing efforts in authentic local artistry, thus elevating regional voices on the world stage. For Saudi Arabia and the broader Middle East, such initiatives validate the creativity and cultural richness of their music scenes while providing artists with international exposure.

https://www.youtube.com/watch?v=lyYsE5EAjbo