Audio streaming platform Anghami has appointed Elie Chammas as its new Head of Advertising & Brand Studios, as the company expands its advertising and brand solutions business across the MENA region.
Chammas brings more than 16 years of experience across media platforms, publishers, ad tech companies, and digital ecosystems. His appointment comes as brands increasingly explore music and entertainment as long-term engagement channels.
Focus on Music Economy and Brand Partnerships
In his new role, Chammas will work on helping brands move beyond traditional advertising and explore opportunities within the music economy across MENA.
Speaking about his appointment, Chammas noted that while global markets have already embraced music as a measurable growth channel, the MENA region is still at an early stage of unlocking its full potential.
Experience Across Media Platforms
Prior to joining Anghami, Chammas spent nearly nine years at DMS and also worked with TikTok during its expansion phase. He has additionally consulted across ad tech and media platforms, gaining experience across brand, agency, and publisher ecosystems.
- 16+ years of industry experience
- Background across media, ad tech, and digital platforms
- Experience working with brands, agencies, and publishers
- Professional musician alongside media career
Read more: OSN+ And Anghami Appoint Teresa Antas Rio As Vice President Of Marketing
Music as an Audience Engagement Tool
Chammas said music should be viewed as more than just a channel for reach metrics, describing it as a reflection of audience behaviour and emotional connection.
He also highlighted Anghami’s Arab-first identity, artist relationships, and regional presence as key differentiators for brands looking to engage audiences through music and entertainment-led initiatives.
Anghami’s Vision for Advertising and Brand Studios
Commenting on the appointment, Choucri Khairallah, Chief Business Officer at Anghami & OSN+, said brands across the region are increasingly looking for more meaningful ways to connect with audiences through music, entertainment, and culture.
He added that Chammas brings a combination of commercial leadership, regional media expertise, and creative understanding that aligns with Anghami’s ambitions for its studios division.
