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Anghami and Mubert join forces for next-gen musical experiences

Pick your team and get a one-of-a-kind cheer based on your music taste from Anghami

  • 28 December 2022
Anghami and Mubert join forces for next-gen musical experiences

Anghami, the top music and entertainment streaming service in the Middle East and North Africa (MENA), has partnered with Mubert, a cutting-edge generative music platform, to provide custom songs for football fans in the region using artificial intelligence (AI). Mubert allows users to create one-of-a-kind soundtracks for a range of purposes, such as social media, presentations, or films, by taking samples created by musicians and sound designers and using AI to arrange them into finished tracks upon request.

By combining Mubert's technology with Anghami's user data and algorithms, the companies are able to create thousands of unique musical football cheers to celebrate the biggest event in the sport in a fun, engaging, and entertaining way. This AI-powered in-app activation is currently available exclusively across GCC, where users select the country they are cheering for and Anghami's technology generates a custom song for them hosted on the platform.

"We have generated over 170,000 songs based on three sets of lyrics, three talents, and 2,000 tracks generated by AI," said Mohammed Ogaily, VP Product at Anghami. "We match each user with a cheer for their favorite team and ensure the song fits their music taste based on our user data." This project is groundbreaking, as it marks the first time a company has generated such a large volume of high-quality custom songs using AI and machine learning. Soon, Anghami will be the first platform to host more than 200,000 songs generated by AI.

Working closely with Mubert, Anghami combines the next-gen music platform with its own powerful AI to generate tracks that understand users' music preferences and deliver unique songs that match their taste and support their chosen football team. "We compliment the AI that generates the songs with our machine learning algorithms to match users with the closest genre based on what music we know our fans listen to," said Ogaily.

Paul Zgordan, Head of Music and Co-founder of Mubert, added, "Generating tracks with vocals is something we have been thinking about for a long time. Voice adds liveliness to any composition and increases listeners' interest. However, with a generative approach, there are several difficulties. The vocals should fit into the groove and harmony, regardless of the genre chosen by the listener." He went on to say that partnering with Anghami to create a song-generation engine was a great opportunity to test their hypotheses and entertain fans from all over the world. "Different genres are like different countries and cultures, but they are united by voice — a representation of the universal love for sports."

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