As more and more artists find their footing in social media, we’re starting to see them better utilize it as a tool, to recognize that it too can act like an instrument of sorts, another means of expression – an extension of their creative arsenal. They’re taking us behind the scenes, we get to see their creative process unfold. Through behind-the-scenes glimpses, that once-imposing wall between artist and fan is now more of a see-through curtain. In the midst of perfectly curated grids and algorithm-driven chaos, there’s something grounding about watching the messy, human side of creativity come to life—especially when it’s your favorite artists pulling back the veil.
Connection, after all, is the currency of the moment. And no platform understands that better than Instagram—the unofficial HQ for music drops, fan engagement, and the occasional viral trend.
And so Meta, in collaboration with LP.ME Studios (Instagram) and Anghami, launched “Music Loves Threads,” an initiative that stands at the intersection of storytelling and music. By blending the immediacy of Instagram with the conversation-first vibe of Threads, this initiative hands MENA artists the mic—and the camera—letting audiences in on the full creative process. It’s more than just a behind-the-scenes pass; it’s a deep dive into the visual, auditory, and emotional layers of their music.
LP.ME set the stage with professional recording spaces and sound engineering, while Anghami amplified the output, adding tracks to the Music Loves Threads playlist for fans to discover. Think of it as a bridge between polished releases and the chaos of creation—a space where songs don’t just drop, but rather unfold in front of us, on our screens.
Kicking off this wave of innovation is a lineup of regional heavy-hitters, each bringing their own perspective to the project. Wissam Hilal’s “Madeet Edaya” offers a stripped-down, heartfelt narrative, while Ghaliaa’s “Lazem Tekhtar” captures the tension of making tough choices. Akhras’s “Lessatni Janbi” reflects on steadfast companionship, and Zeina Aftimos’s “Rod Elhabib” carries a sense of longing and bittersweet nostalgia. Molham’s “Walad Nas” explores identity and roots through sharp storytelling, while Reina Khoury’s “Nusein” experiments with merging traditional sounds and contemporary styles. Islam Afro’s “Ma Teb3deesh” brings us warmth and rhythm, while Yasmina Moonlight’s “Habibi (My Baby)” rounds out the selection with a playful, upbeat anthem. Farah Nakhoul’s “Ma Tehlam”—the first Threads-integrated music video—stands out as a milestone, with an intimate look into her creative process.
You can also join the conversation by showcasing your talent with a reel and carrying the discussion over to Threads. Use the #MusicLovesThreads hashtag on Reels and the ‘Music Loves Threads’ topic in your Threads posts to connect with other musicians, creators and enthusiasts.
Feeling inspired? Check out the rest of our music coverage from across the region here.
