DMC Amplify Connects with Young Visionary Photographer Lughass

In Episode 3, Saudi hip-hop legend Big Hass also hosted Dubai-based content creator Akira Kyle

Dubai, United Arab Emirates, 27 December 2020: Celebrating the skill and talent of the region’s creative community, Dubai Media City’s latest initiative to promote local artists – DMC Amplify – has successfully showcased its third digital episode featuring Lughass, one of the UAE’s top names in photography, filmmaking, and skateboarding, among other areas. The episode also presented Dubai-based content creator Akira Kyle as its ‘rising star’.

A background in economics and law, combined with a passion for skateboarding, art and music give Lughass’s work a minimalist and modernist vibe. Primarily focused on fashion, portrait, automotive and aerial photography, Lughass has built an impressive portfolio through his work with some of the world’s top brands and celebrities including Mercedes Benz, IWC Schaffhausen, Nike, TOD’S, Ray Allen, Paul Pogba, Just Sul, and A$AP Ferg, among a host of other names.

Local legend Big Hass, who was instrumental in building the region’s music industry through his participation in Saudi Arabia’s first hip-hop radio show, is DMC Amplify’s resident host. In the latest episode, the largely self-taught photographer and filmmaker Lughass shared his thoughts over several pressing issues for content creators starting their journeys in the Middle East – from navigating complex cultural codes and pursuing their passions against the expectations of families and social circles, to the importance of commitment, the defining role of Instagram in shaping creative journeys, and the surprising success rate of sending an email.

“Everybody underestimates an email. Genuine piece of advice, you want to get to someone – email them. Eight times out of 10 you’ll reach them,” said Lughass. “I’m also never shy to DM (direct message) someone. Instagram has been a great catalyst for my career, and without it I would have found it really challenging to get to this point. It has definitely opened a lot of doors for me and put me in touch with people I would never have imagined even being in the same room with. Through the platform, we now actually have stimulating and career-defining conversations.”

As a key takeaway for creators who are struggling to manage the conflict between family expectations and their chosen paths, Lughass suggested: “Do what you want but be respectful – don’t cross your family for it. No matter what it is you want to do, they are the reason you’re here, and they did more than you know for you to be here. And remember -emails, emails, emails.  Also, try, experiment, and practice – you can never go wrong with those basics.”

Launched in September 2020, the key objective of DMC Amplify was to serve as a platform to promote local talent, share inspiring experiences and enable aspiring artists to gain valuable insights. Episode one covered Saudi Arabia’s up-and-coming rapper Molham, while episode two featured Emirati pianist and opera singer Fatima Alhashmi. The monthly digital series features hard-hitting talks and live performances from emerging artists, musicians and poets and is beamed across the nation on Facebook and YouTube Live.

Dubai Media City is a popular destination for live events. One of its major attractions is the award-winning amphitheatre that hosts everything from music concerts to food festivals. Earlier this year, it welcomed Lionel Ritchie, Snow Patrol, award-winning rapper Stormzy and world-famous DJ Martin Garrix to perform at big-ticket shows such as Emirates Airline Dubai Jazz and Redfest DXB.

Dubai Media City

Dubai Media City is the region’s largest community dedicated to the media industry. With its diverse portfolio of local and international companies representing traditional and new media industries, marketing and communications as well as support services, Dubai Media City offers a well-connected industry network, strategic location and state-of-the-art infrastructure that enable businesses to flourish. The vibrant community includes a wide range of retail and dining options in addition to a host of world-class residential and hospitality facilities.