tiosmedia.info@gmail.comThis story appeared in our November 2024 issue, featuring our list of the Top 10 Talent Managers Making Moves in the Middle West.
Most people at one point have probably dreamed of what it’s like to be famous, or at least to be close to someone who is. Today, it’s arguably become a lot easier to find out. Whereas in the past having a chance at becoming a celebrity meant being exceptionally skilled at an art like singing or acting, in a modern world where life is lived through social media, influencers and content creators on Instagram, TikTok, and Snapchat are redefining what it means to be famous, and brands and businesses are paying attention.
Hady Hajjar, Cofounder and CEO of Dubai-based talent management agency HuManagement, has seen firsthand how social media has changed the advertising, marketing, and entertainment industries, having spent the last 25 years in the business. “It’s certainly been a game-changer. In the past, celebrities held all the spotlight. But with the rise of influencer marketing, the industry was completely transformed,” he agrees. “Between 2015 and 2018, influencers were at their peak, and now nearly everyone—brands, government, and corporations—turns to influencers to reach their audience within their marketing campaigns. However, celebrities remain the crown jewels, sitting at the top of the chain when it comes to brand collaborations.”
As the parameters of fame have expanded so has the industry around it. Influencers are now powerhouses, with big brands, governments, and businesses scrambling to infiltrate their posts and access their followers, and they’ll pay handsomely to do so. While there are no unified price brackets for how much celebrities and influencers can earn for marketing, their earning potential, if they hit the big league, is clearly considerable.
According to demandsage, in 2024, a mid-tier influencer with between 10,000 and 100,000 followers could earn an average of $1,211 per post. Meanwhile, megastars like Cristiano Ronaldo, with over 925.7 million followers across Instagram, Facebook, and X, can command well over $2.4 million per post. As such, being an internet sensation is now an attractive career for young people. A 2022 study by HigherVisibility revealed that up to 41% of surveyed U.S.-based Gen-Z respondents wanted to be a social media influencer. More recent reports suggest that by the end of 2023, that figure was more like 57%.
Hajjar knows this better than anyone. Having established HuManagement from a laptop in his living room in 2015, he has since expanded the company exponentially following growing demand from creators and clients. Today, it has four offices in the U.A.E., Saudi Arabia, Jordan, and the Levant and employs around 90 people. With more than 500 artists and content creators on its books—covering singers, musicians, actors, content creators, and media personalities, from megastars to up-and-comers—Hajjar says HuManagement is today valued at $45 million. Future growth may follow a regional trend. The Middle East’s media and entertainment market was worth $41.1 billion in 2024 and is expected to reach $59.1 billion by 2029, according to Mordor Intelligence.
Still, HuManagement is picky about who it takes on. “Our goal isn’t to represent everyone. We carefully select individuals with whom we share values and principles and where we know we can make a meaningful impact. We look for people who are capable of and open to building a foundation of trust with us,” Hajjar explains. Some of the stars on the company’s books today include Maya Diab, Elissa, Huda Kattan, Majid Almohandis, and Muhannad Hamdi, among a host of other well-known names. “You name it, we get it,” insists Hajjar. “Name any celebrity you want in the world and we’ll get them for you.”
Last year, HuManagement’s position in the market received further a boost when Warner Music acquired 10% of the company through a strategic investment in October 2023. The deal establishes a long-term A&R scouting agreement and marketing and branding opportunities and allows Warner Music to identify and amplify HuManagement artists with the potential to integrate them into its global network.
Living in a place like the U.A.E., where major deals are constantly unfolding, is truly inspiring,” says Hajjar, while revealing that the cofounders had previously courted proposals from five investor groups. However, while none of them felt like the right fit, Warner offered a unique opportunity. “Having a global player like Warner invest in Humanagement is a powerful affirmation of our presence. It serves as a bridge between two cultures, creating new connections. It was a significant step forward—not only for HuManagement and Warner but for the entire industry in the region,” he adds. Both Saudi’s Dalia Mubarak and Maya Diab are now under Warner Music’s umbrella.
For Alfonso Perez-Soto, President of Emerging Markets at Warner Music, the deal offers Warner artists new prospects. “As we continue to grow our operations in the Middle East and establish ourselves as market leaders, it’s imperative that we offer our artists an unrivaled service,” he explains. “By partnering with HuManagement, we are further enhancing the value we can provide to our roster and can guarantee them rounded end-to-end support, for the likes of live shows, sponsorships, and brand developments.”
