UAE launches content creator hub to attract 10,000 influencers

Major strategy to put Emirates at forefront of new media age unveiled at 1 Billion Followers Summit in Dubai

The 1 Billion Followers Summit is being held across three venues in Dubai. Antonie Robertson / The National

The UAE on Sunday launched the Creators HQ, a major initiative aimed at attracting 10,000 influencers to the Emirates, harnessing the next generation of talent and supporting its plans to build a “comprehensive content economy”.

The ambitious vision for the future was unveiled on the second day of the 1 Billion Followers Summit in Dubai, which has brought together thousands of social media figures from around the globe who are helping to shape the future of a burgeoning industry.

The Creators HQ will serve to “empower creators, amplify their impact, and establish sustainable frameworks for the booming creator economy,” the UAE Government Media Office said following the announcement of the hub at Emirates Towers.

It was established with 100 members drawn from 20 countries, including some of the world's leading content creators as well as those championing the rise of the sector.

The initiative has been endorsed by many of the world’s most prominent names in the field of written or visual content, including Meta, TikTok, X, Spotter, Creator Now, Tube Filter, Epidemic Sound and the New Media Academy.

“Today we spearhead major efforts dedicated to building a comprehensive content economy that further establishes the UAE’s leadership in a field that has become a key driver of the future,” said Mohammad Al Gergawi, Minister of Cabinet Affairs.

Summit explores the business of content creation

How to manage your time for content creation and how to monetise your work were some of the lead discussions that kicked of the day with insights from industry leaders.

Noor Naim, an Iraqi-American entrepreneur and content creator who goes by the name Noor Stars to her fans, said that the region has offered her plenty for creating entertaining content which has allowed her to earn a living.

“You can make a lot of money from social media,” said the YouTuber with more than 21 million subscribers.

She said that it is possible for aspiring creators to follow their dreams of doing what they love, but that they should also realise it is not a one-person job and can be taxing if not done correctly.

Without support, “you're going to burn out faster” she said during a panel titled From Passion to Career: YouTube as The Driving Force Behind The Creator Economy.

The role of AI

Another key topic of discussion at the 1 Billion Followers Summit was the transformative role of artificial intelligence in content creation.

Yemeni molecular biologist and content creator Hashem Al Ghaili told The National that generative AI has revolutionised his work.

Mr Al Ghaili uses the technology in almost every step of content creation, from brainstorming to generating images, videos and sound, he said.

He added that AI also helps with writing. “It writes content in my own tone and voice,” he said.

Mr Al Ghaili also mentioned using AI to generate music. It is necessary because “it allows me to avoid copyright problems with stock music”, he said.

When questioned about who deserves credit for his videos, given that technology plays a significant role in their creation, he emphasised that he remains the creative force behind the work. “You’re the mind behind it,” he said.

He added that content creators should set boundaries when using AI, particularly when it involves producing fully AI-generated content and presenting it as genuine.

“Like those who create deep fakes, who use impersonations and create deep fake voices of people who they don't have the right to create voices for,” he said.

Hassan AboFlah Suleiman told The National that he incorporates AI extensively in his content creation.

He added that if this is how advanced the technology is now, he can’t imagine how it will be in 10 years. Mr Suleiman, just like Mr Al Ghaili, uses AI to brainstorm and write his scripts for him.

Meanwhile, Ali Jaber, MBC TV's group director, highlighted his concern about the type of content coming out from the Middle East and North Africa.

“There is a difference between content producing the Arab world and of course, content produced say in Hollywood,” he told The National.

“In principle Hollywood is far more advanced than us in the technique of storytelling,” and this is in part due to the pressures of political developments in the Middle East on a daily basis.

“Wars in Palestine, Lebanon and Syria have affected a lot content creation because Syria in particular and Lebanon have been centres for content creation for a long time and these centres have gone now,” he explained.