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Philip Morris Lebanon announced the release of a new track and music video in collaboration with acclaimed Lebanese artist Georges Richa, known as RICHA, as part of the IQOS REMIX platform.
The release marks a significant milestone in regional music collaboration, bringing music enthusiasts and emerging creative talents directly into the music-production process. Following a nationwide social media contest, two randomly selected participants were given the opportunity to join RICHA in the recording studio, gaining first-hand exposure to the creative journey, contributing their ideas and experiencing what it takes to bring original track to life.
Rooted in the spirit of collaboration and artistic expression, the project celebrates the power of creativity to connect people and create something meaningful together. By opening the studio doors to new voices, the initiative offered participants a rare chance to step beyond being listeners and become part of the creative process itself.
Amr Taha, General Manager of Philip Morris Lebanon “At Philip Morris Lebanon, we believe in creating platforms that elevate local artists and connect with our community in meaningful ways. Partnering with RICHA and passionate local talents on this project allowed us to foster a truly collaborative environment while opening up new avenues for artistic expression. We are thrilled to launch this track and video, celebrating the vibrant energy and creative potential of Lebanon’s youth.”
Bringing this spirit of collaboration to the streets, the project’s official music video was directed by award-winning Lebanese filmmaker Elie Fahed. Turning the city itself into a stage, the production transformed public spaces into vibrant settings filled with music, creativity, and spontaneous connection while building anticipation ahead of the track’s official release.
Expressing his enthusiasm for the track’s launch, artist Georges Richa added: “Bringing this project to life through IQOS REMIX has been a unique creative journey. Working alongside passionate talents who shared their ideas in the studio injected a special energy into the track that you can genuinely feel in the final production. Now that the song and music video are officially out, I’m thrilled for the audience to experience the power of a track born out of true collaboration and shared passion.”
The track and music video are available across leading digital streaming platforms, including Spotify, Apple Music, Anghami and YouTube.
Through initiatives such as REMIX, PMI continues to support innovative platforms that bring together artists, creators and communities encouraging collaboration and celebrating the role of music, art and culture in inspiring new ideas and cultural expressions.