Fujifilm Instax—the ultra-Instagrammable instant camera brand—are on a mission to rewrite the narrative for female artists. They’ve just announced a brilliant year-long partnership with Dubai’s Female Talent Agency (FTA) to supercharge the careers of emerging female artists across the Middle East.
“Our aim goes beyond financial support; it’s about helping artists cultivate authentic and deeper connections with their audience, embodying our brand’s values of sharing real connections,” says Samantha Brett, regional marketing manager of Fujifilm Instax Middle East, in an exclusive with SceneNoise.
Kicking off this epic initiative, the global imaging and photography pioneer is launching a fire artist spotlight series, highlighting the incredible talent of several Arab artists signed with FTA - think Saudi indie-pop queen TamTam, Dubai's DJ Michelle, pop sensation YAS, Lebanon's dynamic duo Nurzy and Nour Helou, and Kuwait's pop powerhouse Haneen. This carefully curated lineup isn't just about who's already slaying the game; it's all about supporting the next big thing.
Inspired by Instax’s motto ‘Be one-of-a-kind’, the series celebrates each artist’s unique persona, giving them their flowers, and providing them with a platform to go global and reach a wider audience.
For those eager for a glimpse behind the curtain, Fujifilm Instax is offering fans an all-access pass into the artists' lives. Armed with the Instax mini 99 analog camera, they’re capturing everything—from raw creative processes to those unexpected bursts of inspiration. Expect genuine, unfiltered moments that show what makes these artists tick.
The Instax mini 99 boasts new functions like “Color Effect Control,” which allows users to apply lights of different colors directly to the film, and a newly updated INSTAX UP! app, which lets users scan and save their INSTAX prints digitally.
“Capturing those special moments will help vividly illustrate the unique qualities that make each of these women truly one-of-a-kind,” Anna George, Founder of FTA, says.
Nour Helou, one of the artists featured, shared, “The Instax mini 99 plays a very essential role in my life. I love to keep memories and hang up pictures on a wall in my room. It helps me to put a lot of these things I’ve seen, ideas and feelings into my songs.”
DJ Michelle, the Dubai-based youngest DJ to perform at Tomorrowland, shared that she uses the Instax mini 99 to capture moments during her gigs. She especially loves the Sports Mode feature, which helps reduce blur and keeps her action shots sharp even with all the movement.
This partnership, part of Fujifilm Instax’s broader initiative to celebrate female artists from across the Middle East and North Africa, is a vibrant celebration of creativity, a meeting of cultures, and an eruption of picture-perfect next-gen talent that promises to inspire young artists everywhere.
