NOORstudios is Bringing Creatives Into the Global Spotlight

Based between Cairo and New York, NOORstudios was founded in September 2022 and has since become impossible to miss in the cultural realms of both cities and beyond. From styling and photographing Sudanese musician Nadine El Roubi for her first Rolling Stone artist profile, to designing visualizers for Nigerian superstar Rema’s tour stage, or hosting a tech event facilitating networking for Black and brown communities, their versatility knows no limits.

“Noor” means “light” in Arabic. Bex initially founded the studio to give her artistic work a professional platform and named it with the vision of illuminating Black and brown people who are often kept in the shadows or go uncredited for their work behind the scenes. “I’m very passionate about what I do. I make sure that people’s voices are heard and seen, as well as my own; that’s a lifetime struggle,” she says.

Afifi is NOORstudios’ chief marketing officer and, in her own words, “a professional vibe curator.” While Bex pays attention to detail, Afifi sees the bigger picture needed to bring a vision to life. With a career that began at Microsoft, followed by three and half years at Spotify where she worked in the podcast marketing team, experiential marketing, and led the global MENA employee resource group, she has become a chameleon that can rise to any challenge.

“It’s been really fulfilling to apply that wealth of knowledge to NOORstudios and amplify underrepresented, underserved creative and music scenes,” she says. “In the corporate world, there’s this authoritarian ownership of the work. You’re just a working bee. What really gravitated me to NOORstudios is that we can create an environment where people are being championed for their involvement.”

In the past year, Bex and Afifi’s hard work has opened many doors and helped them build a global freelance network. However, they intentionally refuse opportunities that require them to compromise their political worldview or work ethic. “Turning down projects has been a learning process,” shares Afifi. “But I really do believe in the baraka (blessing) that comes with intentionality. If a client doesn’t align with our values or aesthetics, the work won’t be our best.”

One of the artists NOORstudios has continuously grown alongside is Egyptian musician Felukah. “Felukah made me feel more seen than I’d ever felt in my entire life ,” says Afifi, remembering the first time she came across her music. “I’d never seen a young Egyptian woman who’s a rapper, independent, and has a fly aesthetic. Here we go back to Instagram: I reached out to her and she was so open to talk.”

The collaboration with Felukah opened Bex’s doors to Cairo’s underground scene and inspired her to travel to her parents’ homeland more often. Tapping into the Egyptian creative scene has shifted both Bex’s and Afifi’s relationship to the region, allowing them to explore it on their own terms. “The people have been so willing to connect, it’s been inspiring to work with them,” says Afifi. “People are more skilled at what they do [than in the U.S.],” adds Bex. “In Egypt, they’re really hands-on and they’ll get things done, no matter what. Even though there will be obstacles.”

When asked about the obstacles they face as young entrepreneurs, they share that their struggle to find time and highlight their own work is a “growing pain,” as it is a blessing, as they figure out how to manage their planning amidst the many projects they execute. “Coming to this entrepreneurial path from a corporate background, I had to learn how to finesse ambiguity,” shares Afifi.

“There’s no formula for success and no guidebook on how to bring your business to life,” she continues. “You have to be comfortable diving into the unknown, taking calculated risks and challenges, and putting yourself out there. After a year, I feel really confident in these ways of working, and we can really experiment and tap into NOOR’s mission statement of ‘Infinite Creation.’”

With a clear set of values and a direction towards ever-new horizons, the theme of light continues to manifest itself as NOORstudios expands. You can catch Bex and Afifi at the XP Music Futures conference in Riyadh this December, where they’ll be activating a sound stage showcasing North African and Southwest Asian musical talents.

“Our goal is to bridge the gap between the MENA region and the global diaspora,” says Afifi. “As changemakers and creatives in the diaspora, we hope to create a pipeline where the region and diaspora are part of an interconnected network that creatives can lean on at every level in their career.”