Nokia encourages self-expression through the “Nokia ASHA Free-Style Movement Competition” across Egypt

On the occasion of launching its latestinnovative ASHA family (ASHA 308 and Nokia ASHA 309) which is designed for people who want a great smartphone experience at affordable prices, Nokia encouraged free-stylers across Egypt, Jordan and Morocco, to showcase their talents through rhythm, sports or creativity by joining the Nokia ASHA Free-Style Movement. This movement aims to bring free-stylers to life through an engagement led approach in which participants express and showcase their various free-style talents. Winners get the rare chance to be featured in the first ever free-style 90 minute documentary produced in the Middle East.

“FREESTYLE is the way young people express themselves – both physically and mentally,” said Patrick Mercanton, Head of Marketing for Nokia North Africa and Levant. “Essentially, this movement engages people and promotes the freedom of self-expression and creativity which is in line with our Nokia ASHA concept.” This hip competition took place over three consecutive weekends, starting on November 16th, at different prime, cultural venues including Darb 1718, the Egyptian Contemporary Art and Culture Center, the Gezira Promenade, and lastly the historical Bibliotheca Alexandrina, in Alexandria.

The event at the Gezira Promenade on the 23rd of November 2012, was packed with an array of thrilling artistic activities that included free-styling, a percussion show, and other musical entertainment. The musical talent that day was unreal – varying from rapper MC Amin, creator of the two bands Black Attack and the Arab Rap Soldiers, who thrilled the crowd with the beats and words he dropped, to a performance by Vocal Curse, the infamous Egyptian beat boxing band. The percussion show consisted of seven Egyptian percussionists who turned their music talent into a world of stimulating beats, presenting a performance of extreme rhythm. The band Massar Egbari, literally meaning “Compulsory Detour” in Arabic, reflecting the expectations in society, also entertained the crowd with their songs that mock typical social norms and trends. The members’ different musical backgrounds allowed them to present a special kind of Alternative Egyptian Music, intertwining rock, jazz and blues, with some Oriental music – definitely a crowd pleaser. CairoKee, the infamous band that has been evolving ever since the January 25^th Revolution, after the release of the hit “Sout El Horreya,” also had the crowd going with their well-known songs that also reflect Egyptian society.

From the aspect free-styling and dancing, Swaggers, the hip-hop dance crew entertained the audience with their difference styles different styles which include popping, locking, robot dance, break-dancing, krumping, and tektonik.  Disha, one of the most talented soccer freestylers in Egypt who won a similar freestyle competition, also dazzled the crowd with his natural talent.

The competition is fledged over the three countries, with only 5 participants in every country selected to participate in the final documentary produced by Nokia. Free-stylers can either upload their videos on the Nokia Egypt Facebook fan-page or join the ASHA freestyle team at designated locations. The freestyle performances at the locations are filmed and posted on the Nokia Egypt freestyle tab on Facebook, giving the public the opportunity to like and share their views. Winners are selected according to the highest public votes on Facebook, in addition to an elected Nokia panel.

The winners will be announced within the first two weeks of December, following the last on-ground activation, dated November 30th, 2012, which will be in Alexandria at the Bibliotheca Alexandrina.

The Nokia ASHA 308 and Nokia ASHA 309 were introduced this year to expand on Nokia’s ASHA family line that blurs the line between the feature and the smartphone.