In an ever-evolving music industry, it takes an entire army working behind the scenes to ensure that a project reaches the right listeners. Amid the number of releases we see on a daily basis, even strong music can fall short of its full potential without proper management, strategy, and execution, and this is where Tarkeeza steps in.
Founded and led by Sarah El Miniawy and Mai Mostafa, Tarkeeza is a platform dedicated to developing music management skills and empowering independent artists and emerging managers. The initiative focuses on building the next generation of music professionals across artist management, events, marketing, public relations, and production, responding directly to gaps within the regional music ecosystem.
A Three-Stage Program
The mentorship program unfolds across three phases. The first phase begins with self-paced online courses covering music industry fundamentals, including live production, touring, marketing, and distribution.
The program’s second phase brings a selected group of participants to Cairo for intensive, in-person training. Taking place from January 18 to 22, this stage builds on an extended learning journey and addresses the evolving needs of trainees through practical workshops, discussions, and live talks with industry professionals and artists. The program is held with the support of Cairo Jazz Club, which hosts the ongoing in-person stage titled “Usul El Shoghlana” (The Secrets of the Craft).
Workshops, Talks, and Industry Exchange
Across five days, participants engage in hands-on sessions led by a diverse group of practitioners who share a commitment to innovation, adaptability, and long-term sustainability within the music industry.
Sessions include:
- From Idea to Release: The Album Journey with Sarah El Miniawy and Mai Mostafa
- The Power of Algorithms and Digital Streaming Platforms with Reem Khadr
- Communication and Team Management with Omar El Ayat
- Music Marketing with MDLBEAST’s Edwin Harb
- Public Relations and Networking with Sarah El Miniawy
- Record Label Management and Intellectual Property with Samer Etienne El Shami
- Managing Music Venues with Sara Nahra of Metro Al Madina
- Live Production from the Artist’s Perspective with Maram Abdel Maksoud
The program also includes case studies, speed meetings, and jamming sessions, fostering collaboration and peer exchange.
Established artists Nada El Shazly and Maryam Saleh take part in reflective talks, sharing insights on touring, artistic development, and the dynamics between artists and managers.
The final stage of the program offers selected participants field training with Tarkeeza partners, including festivals, studios, and agencies, providing tailored mentorship and real-world experience.
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