A team has created a method that allows families and those unable to attend theaters to follow cultural arts from the Middle East and around the world through live broadcasts on mobile phones, using an application called "Simple." Reem Qassem, one of the application's founders, stated in an interview with "Sky News Arabia" that "after the COVID-19 pandemic, online communication eliminated barriers between countries, placing everyone in the same virtual space. The closure of theaters prompted many artists to share their work for free online. Concerned about the future of cultural arts and the lack of a stable income for those in the cultural sector, we developed the 'Simple' application, which benefits both sides: those who cannot attend events in person can watch them via mobile, while we provide income for artists and organizers through ticket purchases for mobile event attendance via the internet."
She continued, "The idea is to create a virtual theater where you book a ticket and watch the event live on your mobile phone. This also enables artists worldwide to place their content in the app in exchange for ticket sales, helping them secure a stable income. Additionally, some performances on the app can be viewed offline using special technology."
She emphasized that "the main goal is to broadcast cultural events like the events at Sakiya El Sawy in Egypt live on mobile at the same time as the actual event. This helps reach audiences anywhere in the world, including Egyptians abroad who cannot regularly attend events in Egypt, as well as an international audience. Our platform's slogan is 'One Global Cultural Sector'."
Qassem added that "the platform focuses on cultural, not commercial content, and while it doesn't replace live viewing, it offers an option for those who cannot attend in person due to obligations, distance, or other reasons. We do not intend to eliminate theaters, but we aim to provide access to those unable to go because of personal circumstances."
Targeting New Audiences
Qassem confirmed that the application aims to target new demographics that don't regularly participate in cultural life, such as the technologically inclined younger generation, people with disabilities, and the elderly, as well as "Egyptian expatriate communities who cannot travel to Egypt, enabling them to experience their culture while abroad."
She noted that the name "Simple" conveys the message that attending cultural events is easy and also supports artists. The application was developed with the help of two collaborators, Eidi Haswa and Adnan Jawbi, as a project that commenced with self-funding.
Fellowship and Collaboration with Artists and Theaters
She continued, "The team initially operated through self-efforts but is currently collaborating with an organization that helps theaters and artists utilize modern technology by providing equipment for streaming in high quality. We have provided this assistance to the Cairo Opera House in partnership with the Ministry of Culture in Egypt, and we also donated another device to Sakiya El Sawy, with plans to extend these efforts to most Arab countries."
She highlighted that the platform has established a fellowship program helping 20 artists from the Arab world—specifically from Egypt, Jordan, Lebanon, Tunisia, and Morocco—to enhance their artistic, technical, and technological skills. "Due to the transparency of data used by the application, UNESCO recognized the project as a model to follow, particularly as the program provides statistics that allow artists to access all necessary data and assist in strategic planning."
