Everyone says that

@tawleconsultancy

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Why it worked

The video leverages the enduring popularity and iconic status of Najwa Karam to discuss themes of personal branding, authenticity, and career longevity. By presenting her as a case study, it offers valuable insights into maintaining relevance in the entertainment industry, resonating with viewers interested in business, marketing, and success stories.

Summary

This video discusses the enduring relevance and personal branding of Lebanese singer Najwa Karam. It highlights her career longevity, her commitment to her roots, and her impact on the music industry, contrasting her approach with trends of westernization and constant change.

Structure

1Introduction to the concept of staying relevant through change vs. staying true to oneself.
2Najwa Karam's career: early life, participation in 'Layali Lubnan', and consistent artistic identity.
3Her impact on the Arab music scene: resisting trends, embracing Lebanese sound, and pioneering 3D music videos.
4Her evolution through different media: TV, music, social media, and recognition from Forbes and L'Oréal.
5Her achievements: record sales, Guinness World Record, and successful personal branding.
6Lesson on consistency and building an authentic identity.

Product placement

The video features images and clips related to the career of Lebanese singer Najwa Karam, including album covers, magazine features (Forbes), awards, and performance footage. The content itself serves as a case study of personal branding and career longevity, rather than promoting a specific product.

Original caption

Najwa Karam never disappeared. So there was never anything to come back from. At a time when every artist around her was trying to sound more western, she doubled down on the Lebanese sound. The mawwal, the dabke, the dialect. And instead of changing for the audience, she made the audience talk about her on her own terms. Started with a singing competition in 1985 - before Star Academy, before Arab Idol, before any of it existed. And 35 years later we're talking about Forbes, L'Oréal Paris, Cannes, Guinness World Records, and a whole new generation that discovered her through Arabs Got Talent. 60 million records and nobody is calling it a comeback. Because she never left. Who should we break down next? Drop them in the comments.

More from @tawleconsultancy

On-screen text

NAJWA KARAM Relevant for the last 35 years and counting Madam Najwa Karam As the "Sun of the Song" One of the best sounds In the Arab world She was a geography teacher For 2 years in a Zahle school And art was never something Her father agreed to But she was able to resist Because she had big dreams So she participated in "Layali Lubnan" In 1985 Ever since her career started She stood out She never followed a trend At a time when most artists Were westernizing their music And emulating American music She decided to stand strong In her Lebanese roots And instead of changing herself For people to like her She forced people To adapt to her As she motherf** should A lot of peploe say That she is too old school But these people don't know That her music video Of "Ma Fi Nom Baad El Yom" Was one of the first videos To be made in 3D In the entirety of the Middle East Then came Arabs Got talent And this is where a new generation Got to know Najwa Karam Some knew her from the 90's Some from TV Some from music And some from social media With all this presence She was the first Arab ambassador For L'Oréal in Paris She was invited to the red carpet At Cannes She sold approximately 60 million records Even Forbes wanted her I recently discovered that She won a guinness world record I think this is the most Interesting thing about personal branding Because you start to see the person Becoming the asset How cool is it to be your own Money-making machine And the best thing about Najwa Karam 35 sene w manne fellehhhhhhh hhhhhhhhhhhhhhhh hhhhhhhhhhhhhhhh hhhhhhhhhhhhhhhh After 35 years She never had to do a comeback She never needed to rebrand She is still the same And everybody loves her She never left the scene Just like the sun God bless her So what can we learn from Najwa Karam Change is not always the answer Sometimes consistency Is the strategy Be who you are When you build an identity And people love and believe in it You won't need to change at all Let me know in the comments Whom to discuss Next time Tawlé Business breakdown

Transcript

Everyone says that In order to stay relevant You need to keep changing This woman did the opposite And stayed true to herself And that's why She is still relevant 35 years later 35 years later Madam Najwa Karam Most people know Najwa As the "Sun of the Song" As the "Sun of the Song" One of the best sounds In the Arab world She was a geography teacher For 2 years in a Zahle school For 2 years in a Zahle school And art was never something Her father agreed to But she was able to resist Because she had big dreams So she participated in "Layali Lubnan" In 1985 Ever since her career started She stood out She never followed a trend At a time when most artists Were westernizing their music And emulating American music She decided to stand strong In her Lebanese roots And instead of changing herself For people to like her She forced people To adapt to her As she motherf** should A lot of peploe say That she is too old school But these people don't know That her music video Of "Ma Fi Nom Baad El Yom" Was one of the first videos To be made in 3D In the entirety of the Middle East Then came Arabs Got talent And this is where a new generation Got to know Najwa Karam Got to know Najwa Karam Some knew her from the 90's Some from TV Some from music And some from social media With all this presence She was the first Arab ambassador For L'Oréal in Paris She was invited to the red carpet At Cannes She sold approximately 60 million records Even Forbes wanted her I recently discovered that She won a guinness world record I think this is the most Interesting thing about personal branding Because you start to see the person Becoming the asset How cool is it to be your own Money-making machine And the best thing about Najwa Karam 35 sene w manne fellehhhhhhh hhhhhhhhhhhhhhhh hhhhhhhhhhhhhhhh hhhhhhhhhhhhhhhh After 35 years She never had to do a comeback She never needed to rebrand She is still the same And everybody loves her She never left the scene Just like the sun God bless her So what can we learn from Najwa Karam Change is not always the answer Sometimes consistency Is the strategy Be who you are When you build an identity And people love and believe in it You won't need to change at all Let me know in the comments Whom to discuss Next time