This collaboration between (Shurooq) and Sons of Yusuf highlights Sharjah’s commitment to preserving and promoting its rich cultural heritage while embracing contemporary art forms, and also showcases the renowned intellectual hub as a symbol of knowledge, innovation, and cultural exchange in the region.
A powerful narrative of ancient wisdom and modern expression
The House of Wisdom, a reimagined library for the 21st century, stands as an example regarding Sharjah’s dedication to education and creativity. By choosing this architectural marvel as the centrepiece of the music video, (Shurooq) and Sons of Yusuf have created a powerful narrative that bridges the gap between culture, music, and modern expression. A number of other iconic (Shurooq) destinations were also featured in the music video including The Chedi Al Bait, Sharjah, Heart of Sharjah, Al Noor Island, Mleiha National Park, as well as other picturesque settings within the emirate.
A blend of Arabic culture and Western hip-hop influences
Sons of Yusuf consists of brothers Ya’koob and Abdul Rahman Al Refaie, who have been instrumental in developing the hip-hop scene within the region since forming the group in 2011. Known for their unique blend of Arabic culture and Western hip-hop influences, the brothers have gained regional and international recognition through viral hits like their remix of Wiz Khalifa’s “We Dem Boyz” and their acclaimed track “One Time,” whose music video has gained over 1.5 million views.
Their musical approach goes beyond entertainment, aiming to showcase the rich cultural heritage of the Arab world, with their debut album “Shaykh the World”; featuring Jay Electronica, Talib Kweli, and CyHi the Prynce; exploring historical narratives and celebrating the Islamic Golden Age. The Al Refaie brothers use their music to challenge stereotypes, promote cultural pride, and inspire youth, while also expanding their creative passions into fashion and music production through their record label, Astrolabe Records.
Bringing together many creative talents, the song was produced by ‘Synthzeus’ (Essa Hashemi), and the video was directed and produced by local creative powerhouse ‘Both.’. The track also features a prolific intro read by acclaimed actor Faisal Al-Ameeri known for “Habib Al-Ardh”, “After the End” and “How I Got There”.
The music video is expected to resonate with a wide audience, particularly the youth, and by presenting Sharjah’s cultural assets in a fresh, engaging format, it aligns perfectly with Shurooq’s mission to enhance Sharjah’s appeal as a cultural and tourism destination, while also enhancing the sense of pride and excitement among residents of the emirate.
By capturing the essence of Sharjah’s cultural legacy through a creative lens, this project reaffirms the emirate’s position as a global hub for knowledge, creativity, and innovation. It is more than just a music video—it’s a call to celebrate the harmony between tradition and modernity, inspiring future generations to embrace their heritage with pride.
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