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In the heart of the Middle East’s cultural renaissance, Mahmoud Zidan has emerged as one of the most influential forces shaping the future of music and entertainment. With over a decade of experience as a promoter, talent booker, and creative director, Zidan has not only redefined Egypt’s electronic music landscape but also built global bridges that connect Arab talent to the world.
As Managing Director of Kord Agency, and co-founder of IN ACT, his vision has consistently been one of ambition and transformation. From staging iconic productions like Cercle at the Pyramids to fostering new talent across Egypt and the Gulf, Zidan’s work reflects a deep belief in the power of music to unite, inspire, and elevate culture.
The biggest challenge was teaching audiences to truly embrace electronic music and respect the dance floor. In the early years, Egypt’s music culture was dominated by pop and commercial sounds, and electronic music wasn’t understood. Over time, with a new generation emerging and with government support, the shift began. Today, Egypt has grown into one of the hottest and most exciting electronic music markets in the region.
We created IN ACT to support the movement in Saudi Arabia and to build a brand that represents music, fashion, and culture. Having Dish Dash as the face of the brand, along with strong partners, made it easier to bring our vision to life.
Arab talent has always existed, but what was missing was the right system and management support. With IN ACT, we’re helping artists not just perform, but thrive on a global stage. Now, we’re witnessing Arab artists breaking through internationally like never before.
The Cercle show at the Pyramids was one of the most challenging projects I’ve ever worked on, especially during the pandemic. With incredible backing from the Egyptian government and the Ministry of Tourism, we were able to gain access and make it happen.
Ironically, the pandemic worked in our favor — fewer tourists meant fewer logistical hurdles. The result was one of the most-viewed livestreams in Cercle’s history, showcasing Egypt on a global cultural stage.
For me, creativity has always been the heartbeat. But entertainment is also business, and you can’t ignore numbers. A clear P&L, realistic budgeting, and sustainable planning are essential.
The challenge — and the thrill — is finding ways to push creative boundaries while keeping the business side strong. That balance is what makes the industry so exciting.
The Middle East is on the brink of a cultural revolution. Over the next ten years, this region will take center stage globally. Local artists will gain international recognition, world-class festivals will be born here, and Arab culture will help shape the future of global music.
This is just the beginning — the next decade will define a new chapter for the Middle East as a creative hub of global influence.
Instagram: @mahmoud__zidan
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