Umniah conducts a workshop for its brand ambassador Zade Dirani at King’s Academy

Driven by its belief in the importance of supporting arts, creativity, and culture in improving the national identity and to guide the young artistic leaders, Umniah conducted a workshop at King’s Academy for its Brand Ambassador, the world known Jordanian pianist Zade Dirani.

During the workshop, an open and interactive discussion took place between high school students and the artist Zade Dirani who stressed on the importance of challenge, hope, and determination to develop talents, which applies to all areas of life especially the talents of arts and culture. This event aims to motivate and encourage young people to a culture of creativity and to turn their dreams into reality.

This successful workshop at King’s Academy confirms Umniah’s continuation in supporting the fields of arts and culture, and creativity which improve the Jordanian identity and encourage entrepreneurs and talented people to enhance their talents and turn them into a contributing factor in improving their social and economic situation.

Commenting on this workshop, Umniah’s Corporate and Marketing Communications Manager, Rania Abu Khader Salfiti,said: “As we enter the new year, we continue the implementation of our strategy in the field of corporate responsibility which partially focuses on arts, culture,  creativity, and innovation,and this is in line with the company’s belonging identity to what is positive, to contribute in supporting differentsectors that lack support from our community,andstress on the importance of the pioneers in these fields who are emerging the Jordanian identity and contributingin building a better future for our country.”

Salfiti also stressed on the importance of supporting such initiative held by Umniah’s Ambassador Zade Dirani, to emphasize on the continuation of the partnership and support of the Jordanian artist, and thanked King’s Academy for hosting this workshop and allowing Umniah to interact with the students.

From his end, Zade Dirani said that he is very pleased with his partnership with Umniah and pointed out that the music has a positive impact in people’s lives; therefore this workshop will help young people in high schools to think positively and to look ahead toward the future.

Umniah and since announcing its partnership with Zade Dirani last April, succeeded in supporting several musical events and concerts for the internationally recognized artist Diraniwho is aiming to deliver a clear message about the harmony of civilizations.

Zade Dirani is one of the most talented Jordanian young artists in the Kingdom possessing great skills as a composer and a pianist which enabled him to release distinctive albums and to hold concerts and musical evenings locally and internationally, some of which were in the presence of His Majesty King Abdullah II Bin Al-Hussein and Her Majesty Queen Rania, Britain's Queen Elizabeth, Nelson Mandela, and His Holiness the Dalai Lama.

Based on the message carried by Dirani, "Zade Foundation for International Peace and Understanding"was launched in 2005, aiming to help young musicians to involve the world with their deep insights to their cultures, in addition to providing them with a unique opportunity to expand their roles as musicians to be peace builders and prospective leaders to their communities.