When Nancy Ajram quietly dropped the first single, Hobbak Bi Ye'wa, from her highly anticipated coming album Nancy 10 last week, it was done so without fanfare.
Not only did she release the song overnight on Friday, May 28 without any prior warning, Ajram only acknowledged the release later that afternoon, simply tweeting: “We are just getting started”.
Mystery and surprise seem to be the lynchpin of Nancy 10's marketing strategy.
While an official release date is not known, members of Ajram’s camp reportedly stated the album will drop within the first 10 days of June, and be preceded with further surprise singles and videos.
It seems the plan is working: the video for Hobbak Bi Ye'wa received one million views on YouTube within 24 hours, and the Nancy 10 hashtag trended regionally on Twitter.
New album hints of escapism and introspection
Hobbak Bi Ye'wa is not so much a change of direction but a welcome refresh.
Composed by Walid Saad, with lyrics provided by Khaled Tajeldine, the track is a fun melange of Egyptian pop and folk.
The latter is represented through the powerful percussion coursing all the way through, while the former is found in the dialect and the compressed harmonies that define the genre.
Ajram trialled her first album in four years with a short promotional video earlier this month. The 42-second clip shows Ajram walking along a beach, through parks and empty rooftops, as well as staring out of a car window.
While she doesn't directly address Nancy 10, she suggests the work features themes of introspection and adventure.
"How many times did you leave and found yourself in the arms of people you love? How many times while running did you find sounds you've never heard before," she narrates.
"Go back to the first time you decided to look for something else. Think of a single melody you love, you will know that music is your only escape.”
While a new Ajram album guarantees publicity, Nancy 10 will be met with extra scrutiny from fans and critics looking for references to the tumultuous period the star has experienced over the past 18 months.
In January 2020, Ajram experienced a Beirut home invasion in which an intruder was shot and killed, resulting in her husband's subsequent arrest, while earlier this year she gave a scathing critique of the Lebanese government's response to the pandemic and the aftermath of the deadly Beirut port explosion.
“There is nothing more difficult than not knowing what is to come,” she said in an interview with local broadcaster LBC.
“It is difficult to really express this tiredness we feel as Lebanese. And this is not because of the home quarantine, rather it is thinking about the unknown fate that awaits us."
Others will be watching
Fellow artists will surely follow the reception of Nancy 10.
With the shuttering of venues and festivals, numerous singers have yet to unveil new albums amid the pandemic.
Despite releasing singles, planned albums by Najwa Karam, Tamer Hosny and Ragheb Alama are yet to be heard.
However, those who have released new material, including Egyptian pop king Amr Diab (Ya Ana Ya La), Lebanese chanteuse Elissa (Sahbit Raey) and Emirati diva Ahlam (Fedwat Oyouna), have found it has quenched the need of a thirsty audience.
Through a combination of sheer star power and an omnipresent social media presence, all managed to have their works trending on social media platforms like Twitter and YouTube upon release.
Only time will tell if Ajram’s new work can also score a perfect 10.
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Read more:
Musicians for Palestine: 10 songs to listen to on the Spotify playlist
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Who was Alfred Nobel?
The Nobel Prize was created by wealthy Swedish chemist and entrepreneur Alfred Nobel.
- In his will he dictated that the bulk of his estate should be used to fund "prizes to those who, during the preceding year, have conferred the greatest benefit to humankind".
- Nobel is best known as the inventor of dynamite, but also wrote poetry and drama and could speak Russian, French, English and German by the age of 17. The five original prize categories reflect the interests closest to his heart.
- Nobel died in 1896 but it took until 1901, following a legal battle over his will, before the first prizes were awarded.
MOUNTAINHEAD REVIEW
Starring: Ramy Youssef, Steve Carell, Jason Schwartzman
Director: Jesse Armstrong
Rating: 3.5/5
UAE currency: the story behind the money in your pockets
Youth YouTuber Programme
The programme will be presented over two weeks and will cover the following topics:
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- Beating the algorithm and reaching your core audience
Chef Nobu's advice for eating sushi
“One mistake people always make is adding extra wasabi. There is no need for this, because it should already be there between the rice and the fish.
“When eating nigiri, you must dip the fish – not the rice – in soy sauce, otherwise the rice will collapse. Also, don’t use too much soy sauce or it will make you thirsty. For sushi rolls, dip a little of the rice-covered roll lightly in soy sauce and eat in one bite.
“Chopsticks are acceptable, but really, I recommend using your fingers for sushi. Do use chopsticks for sashimi, though.
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THE BIO
Born: Mukalla, Yemen, 1979
Education: UAE University, Al Ain
Family: Married with two daughters: Asayel, 7, and Sara, 6
Favourite piece of music: Horse Dance by Naseer Shamma
Favourite book: Science and geology
Favourite place to travel to: Washington DC
Best advice you’ve ever been given: If you have a dream, you have to believe it, then you will see it.
T20 WORLD CUP QUALIFIERS
Qualifier A, Muscat
(All matches to be streamed live on icc.tv)
Fixtures
Friday, February 18: 10am Oman v Nepal, Canada v Philippines; 2pm Ireland v UAE, Germany v Bahrain
Saturday, February 19: 10am Oman v Canada, Nepal v Philippines; 2pm UAE v Germany, Ireland v Bahrain
Monday, February 21: 10am Ireland v Germany, UAE v Bahrain; 2pm Nepal v Canada, Oman v Philippines
Tuesday, February 22: 2pm Semi-finals
Thursday, February 24: 2pm Final
UAE squad:Ahmed Raza(captain), Muhammad Waseem, Chirag Suri, Vriitya Aravind, Rohan Mustafa, Kashif Daud, Zahoor Khan, Alishan Sharafu, Raja Akifullah, Karthik Meiyappan, Junaid Siddique, Basil Hameed, Zafar Farid, Mohammed Boota, Mohammed Usman, Rahul Bhatia
Who has lived at The Bishops Avenue?
- George Sainsbury of the supermarket dynasty, sugar magnate William Park Lyle and actress Dame Gracie Fields were residents in the 1930s when the street was only known as ‘Millionaires’ Row’.
- Then came the international super rich, including the last king of Greece, Constantine II, the Sultan of Brunei and Indian steel magnate Lakshmi Mittal who was at one point ranked the third richest person in the world.
- Turkish tycoon Halis Torprak sold his mansion for £50m in 2008 after spending just two days there. The House of Saud sold 10 properties on the road in 2013 for almost £80m.
- Other residents have included Iraqi businessman Nemir Kirdar, singer Ariana Grande, holiday camp impresario Sir Billy Butlin, businessman Asil Nadir, Paul McCartney’s former wife Heather Mills.
Hunting park to luxury living
- Land was originally the Bishop of London's hunting park, hence the name
- The road was laid out in the mid 19th Century, meandering through woodland and farmland
- Its earliest houses at the turn of the 20th Century were substantial detached properties with extensive grounds
Bio
Age: 25
Town: Al Diqdaqah – Ras Al Khaimah
Education: Bachelors degree in mechanical engineering
Favourite colour: White
Favourite place in the UAE: Downtown Dubai
Favourite book: A Life in Administration by Ghazi Al Gosaibi.
First owned baking book: How to Be a Domestic Goddess by Nigella Lawson.
Directed by: Craig Gillespie
Starring: Emma Stone, Emma Thompson, Joel Fry
4/5
THE SIXTH SENSE
Starring: Bruce Willis, Toni Collette, Hayley Joel Osment
Director: M. Night Shyamalan
Rating: 5/5
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
Five expert hiking tips
Always check the weather forecast before setting off
Make sure you have plenty of water
Set off early to avoid sudden weather changes in the afternoon
Wear appropriate clothing and footwear
Take your litter home with you
