By: Lara Sous: Marketing & PR Lead for RØDE, MENA

The region witnessed a significant shift in 2025, with creators no longer asking whether they should invest in better tools, but instead actively sharing more content around the importance of having pristine audio, how to build and optimize audio tools for stronger and sharper outputs.

Across the MENA region, there was a clear move from complex content creation to seamless studio-quality home setups without compromise; whether its studios at home, warm podcast setups, or live on-the-go formats, genuine and authentic content has become the norm rather than the exception.

Creators in MENA and around the world don’t want complexity, they want empowerment. They are highly ambitious, fast-moving, and culturally fluent. What they value most with our fast-paced digital world are tools that remove obstacles, elevate quality instantly, and allow for authentic storytelling. 

The brands that stood out in 2025 were the ones that enabled creators to sound pristine and professional without any compromise to their aesthetics. 

In the middle of all the increasing noise, from copy-paste products to recycled taglines, brands who fail to earn their place in culture will simply be ignored.

The next wave of growth, especially in the creator and consumer tech space, will not be driven by louder campaigns or bigger budgets, but simply by credibility & authenticity. Collaborations between brands and creators will not be a one-stop-shop (i.e: transactional or one-off). 

Collaborations need to be purposeful, insightful and deliver genuine value to the audiences consuming this content. 

The brands who will succeed here are those who build meaningful & long-term relations with creators, allow for shared storytelling and knowledge exchange whilst maintaining strong local relevance and cultural nuance.

The non-negotiables remain clear: credibility, contextual relevance & consistency. Brands who treat creators as media channels: one stop shop will fade; those who treat them as partners will shape the future.

Ultimately, it’s about powering the voices of creators, supporting them as they share their stories uniquely, creatively and ambitiously across their platforms and at every stage of their journey.