Rapper Jeed on marketing the image of the new Saudi artist

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RIYADH: For years, flipping through magazines and passing by billboards guided people to products. Today, technology and innovation have shifted marketing tactics to the digital realm. Artist and entrepreneur Jeed told Arab News that “the adverts and typical detergent ads where the little football player falls and they put in the detergent and split the screen … that’s not working anymore.” Commenting on the sophistication of consumers, he added: “No one is only from Saudi, the Emirates or France. They’re also from the Internet.” Jeed, Saudi rapper and founder of Hrmny Creative Co.