The rise of "halal" popstars
As with all young people, Muslims often want something to listen to, whilst going about their day-to-day activities.
But traditional music has strong conflicts with Islamic values, because of the use of swear words, inappropriate lyrics, inappropriate content and the use of instruments, which has controversy around it.
Therefore young Muslims looked for an alternative. And they found it!
These popstars create music, which often doesn't have anything haraam (forbidden) in them, is great to listen to and uses high quality audio and videos, making sure that millennials' standards are properly met. These songs often resonate with youth worldwide.
The topics that they touch upon include: loving one's mother; love for Muhammad (peace be upon him); remaining positive; remembering Allah (the most glorified, the most high); marriage and other relevant topics.
There is also the beginning of progression, in this space, with Muslim millennials creating their own "halal" versions of popular songs from the likes of Justin Bieber and other major international popstars. They do this by changing the lyrics to touch upon issues or situations that Muslims come across, and sometimes, by removing any musical instruments from their versions.
From the issues that young Muslim women face, to cultural differences that exist in the Muslim community, they use the medium of music to encourage youth to follow the religion properly.
This is an example of a song that doesn't use instruments, is influenced by Islam and is a more faith-based version of a popular song.
The nasheeds often help young people, especially those living in the West, to stay close to their religion.
These "songs" are great for use in adverts, TV commercials, and other forms of content. They can help you to appeal to a wider customer base, especially those who don't listen to traditional music.
So , when thinking about adverts, think of these nasheed artists, older and younger, as key influencers. Whether they feature on your background track, as McDonald's did with Maher Zain, or they are the main focus of the advert, include them into your communications and see the difference. New customers and current customers will appreciate the thought.
More importantly, the hysteria they feel about their favourite nasheed artists, as they are called, could just be translated into hysteria about your brand.