Sony and Rotana produce first 3D Arabic music video in Middle East

By on July 12, 2011
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Najwa Karam features in debut venture for her song ‘Ma Fi Nom’.

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Press release:
A landmark joint venture between the Rotana Audio Visual Group, a member of Rotana Holdings, and Sony Gulf, the leading consumer electronics brand, has provided Arabic audiences with the first 3D experience featuring a music video clip on Najwa Karam in her song ‘Ma Fi Nom’.

The 3D music clip marks the beginning of the era of 3D production in the region. The hi-tech feat was pulled off with the assistance of three professional teams from the US and the UK. Additionally, the Lebanese W&P Production group undertook extensive research on 3D techniques to familiarize the Middle East crew with the breakthrough technology, including the sophisticated equipment and digital cameras that were used for the shoot.

Popular Lebanese singer Najwa Karam was chosen to feature in the clip for her distinct Arabic flavour with a contemporary twist that fits well with modern 3D technology. Her unique signature style is reflected throughout the video and enhanced with 3D technology. Filmed by director Walid Nassif, the song ‘Ma Fi Nom’ and particularly its drum beat present a novel music style, which accompanied by her sonorous voice provide the most compatible rendering to translate into a 3D platform.

The three-day shoot took place in Northern Lebanon at Nahr Ibrahim, in the Kesserwan area of Basateen Al Ossi, Jeita Grotto and the studio in Mansourieh, and has been one of the biggest production budgets in the Middle East.

Salem Al Hendi, President of Rotana, Mathew Mathai, General Manager, Marketing Communications, Sony Gulf, and Mohammed Judeh, Manager, Sony Gulf, are the key members behind this first-ever 3D initiative. Clyde Desouza, a senior stereographic consultant in the region, provided 3D stereography consultation for the music video.

The 3D version will premiere at the ABC Achrafieh theatre in Lebanon. The video clip will later be played in over 600 Sony outlet stores throughout the Arab world. The clip was also shot in 2D to enable Rotana TV viewers to watch it on their regular TV sets.

The video additionally features a solo by Abdelmalek Al Baljani from Morocco, a contestant from the Arab Got Talent reality show.


Mufaddal Fakhruddin is the Editor for IGN ME and thinks writing in third person about himself in an about me section is weird.

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