The topic of representation continues to cause contentious conversations. It’s significance stems from the importance in erasing incorrect or biased misconceptions, providing positive role models, and creating pathways and opportunities. Through the digital world we live in today, creators have the ability to reject mainstream forms of content and instead create their own form of representation in media.
“I spent a long time doubting myself because of a lack of representation” are the words of 28 year old producer and tv and radio presenter Deana Hassanein . Deana has a weekly radio show called AAAZT (All Arabic All Za Time) on the Tribe Urban Radio station . The station has garnered a strong listenership, spanning 20 countries worldwide with the aim of creating ‘unique shows that are interesting and relevant to people connected to the African, Caribbean, Latino and urban entertainment community.’
No show fits that profile quite like AAAZT, which celebrates everything connected to Arabian music and culture, covering genres such as rap, trap, hip-hop and pop.
Prior to pursuing a career in radio, Deana was working as a secondary school teacher. A far cry from her ambitious dreams of being the Egyptian president which upon reflection she’s able to laugh at. “I’ve loved my country and culture from day and I didn’t feel like there was a place for me in media in this country. I even felt I may have to move to Egypt”.
Luckily, before packing her bags to start new pastures in the northeastern corner of Africa, Deana stumbled across the Tribe Urban Radio Instagram page, which would end up being a life changing moment.
“I came across Tribe on Instagram and decided to send them an email asking for a meeting to pitch my idea. By this point I’d been turned down a lot so I was expecting a polite email to say “sorry this isn’t what we are looking for” but they invited me in. I was grilled by the CEO Michael Bullion and then given a shot! The rest is history.”
Many of the rejections Deana faced from other stations arguably came from ignorance and obstinance, where she would be faced with rebuttals such as ‘we don’t get it’ when pitching her vision for an Arabic music centred radio show.
AAAZT goes live every Monday from 12-2pm, playing the best, new Arabic music sounds. Furthermore, Deana taps into her history, playing classic, throwback Arabic riddims. The show has a segment called ‘Arab Fusion’ where Deana plays music by Arab artists that aren’t necessarily creating Arabic music.
Deana describes the show as “the best two hours of my week. The show is here to champion the diverse and rich Arab music scene.”
Transitioning from the education sector to being a radio host would inevitably come with its challenges. When reflecting on her progression, Deana commented: “I am still learning to be honest. When my producer Aasiyah Faryal came on board she really helped me. She really is amazing! It became much easier to focus on presenting and networking. I am still learning to be comfortable but I’ve come to terms with being myself and hoping people embrace it.”
Another huge milestone for her came through connecting with ‘Big Hass’ a well renowned Saudi hip-hop radio host, blogger & executive record producer. Denea likened Hass to the ‘DJ Khaled of the Middle East’. She quips: ‘It has been amazing to secure UK and world exclusives. But it’s also his energy and how he lifts people up and brings artists together.’
When discussing where she wants music to take her, Deana is forthright with her ambitions. She says: “I want to be the goto Arabic platform in the political West. When I tune into BBC Arabic it’s people shouting about politics. It’s not everyday misery. There are young people looking for representation and I want them to see it in me.”
According to the OFCOM Diversity and equal opportunities in television and radio 2019/20 from 2019/20 report, the percentage of people from minority ethnic groups working in the radio industry is ‘up from 6% to 9%, but was still below the national workforce figure.’
Such figures are evidence of why people such as Deana persevere in finding a safe space, where their content and culture are both welcomed and appreciated.
Beyond her desire for personal success it is very clear that real self fulfilment for Deana comes in the form of creating pathways for those that come after her. Her real joy comes in her background, her culture and sharing the music she adores for the world to consume.
Written by: Gerry Otim
Email: gerryotim@hotmail.co.uk
Instagram: @MidKnightGaz
