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Jeddah - Yasmine El Tohamy - JEDDAH: With a passion for music and entertainment, DJ Viva has carved out a niche for herself and emerged as one of Saudi Arabia’s most prominent producers and professionals.
With a background in academia and business, she has seamlessly blended her knowledge and skills into her musical endeavors, creating a unique and captivating sound.
“For me, creativity is giving a part of yourself to the world, so give it your best,” she said, during an interview recently with Arab News.
She wants to make people happy with her compositions. This ethos is evident in her extended play production, “Velvet Electricity,” released under MDLBEAST Records in 2022.
She believes in contributing to empowering the many talented women in the music industry.
“I do believe collectively our current female talent in Saudi Arabia’s music scene are creating a more vibrant and lush landscape for everyone involved,” she said.
From her early days at Sunset Beach to larger events including the Red Sea Film Festival and the Riyadh Season Parade, each performance holds a special place in her heart.
However, it is not just the grand stages that define her career.
DJ Viva recalls a private event where she was able to bring joy to a woman battling breast cancer, highlighting the power of music to uplift and connect people.
Balancing her various roles as a DJ, entrepreneur, aerialist, and co-owner of Sensation Art Gallery in Jeddah is a challenge for the musician.
“Balance is a bit of a myth," she admits, but she prioritizes and delegates tasks to make the most of her time
“Being business-minded while pursuing a creative career has been a recipe for success for me, and the different aspects of my life contribute to overall creativity and growth,” she added.
DJ Viva’s upcoming releases — in March and later in the year — will be an attempt to showcase her evolving sound and style.
To aspiring DJs and music producers, especially women, DJ Viva offers advice: “It is important to take advantage of the resources available in the rapidly evolving Saudi music scene. Whether it’s technology, workshops, mentors, or studios, aspiring artists should seize these opportunities and ride the wave of change.
“Moreover, artists should focus on developing their own style and brand, collaborate with fellow artists, and stay persistent in pursuing their passion.”
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