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GEA Challenges
Client: General Entertainment Authority
Sector:
Duration: 6 Months
Industry: Entertainment
Overview
Challenge
Developing and strengthening the creative and culturally talented human capital within the Saudi entertainment sector to aid in gap reduction, industry transformation, and economic furtherance.
Outcome
A collaboration with a Saudi governmental entity, resulting in a human capital development initiative working towards discovering talents by virtue of a competition and bootcamp.
Impact
More than 11,000 participants submitted an application, 95 of which were chosen to participate in the Bootcamp segment. Aside from forging connections with experts and the government itself, 80 contestants took part in one of the largest events of 2019, Riyadh Season, and three others landed jobs in their fields of expertise.
Context
Gifted creators and artists across Saudi Arabia have been surfacing in search of their own unique spotlights ever since the Kingdom began heavily diversifying its economy away from oil production. The entertainment sector has been one of its main transformational focal points — promising and aspirational.
When the Saudi Vision 2030 was initially announced in 2016, one of its many set goals was to increase household entertainment spending from 2.9% to 6% during the 14-year timespan. Almost 60% of the Kingdom's 34.27 million population are under the age of 30 — the local entertainment-relishing target that will help boost the entertainment sector's market value and the Saudi economy as a whole.
At the start of this endeavor, Saudi Arabia was experiencing a challenge in the form of talent shortages. Combating the gap in human capital and hastening its mending are elements of the Kingdom's transformation initiatives — making them part of its authorities' efforts by default.
TAM's Approach
TAM worked together with the General Entertainment Authority (GEA) to design the GEA Challenges — an initiative aimed at expediting Saudi Arabia's Vision 2030 by finding creative artists and talents from across the country across 20 different entertainment segments, with a SAR 20 million financial support budget for top finalists.
Digital Crowdsourcing & Marketing
Instead of typical roadshow methods, TAM applied digital crowdsourcing tools and strategies — including attention-grabbing social media videos on Twitter and YouTube, influencer campaigns on Snapchat, and direct outreach via email and WhatsApp — achieving the highest possible reach.
Evaluation & Filtering
Over 11,000 participants were quickly and effectively evaluated, filtered, and nominated by 19 different committees and over 60 experts based on proposals submitted through the dedicated GEA Challenges website.
The Bootcamp
95 shortlisted candidates were brought together for a first-of-its-kind bootcamp in Saudi Arabia — spanning more than 20 fields — to showcase their talents, attend seminars and workshops led by entertainment and business veterans, liaise with each other, and participate in Q&A sessions. The two-day event concluded with 21 winners announced at a celebration held in their honor.
"The #Entertainment_industry_forum and #Entertainment_challenges, in the last two days, at the Ritz-Carlton in Riyadh have been historical and unforgettable. Thank you for this incredible work and effort, and congratulations to all the winners and honorees."
— Qusai Kheder
What We Delivered
- A digital crowdsourcing platform and campaign reaching 11,000+ applicants across 20 entertainment segments.
- Evaluation and filtering system powered by 19 committees and 60+ industry experts.
- Saudi Arabia's first multi-field talent bootcamp bringing together creators from 20+ disciplines.
- Seminars, workshops, and lectures by veterans of the entertainment and business industries.
- 21 winners announced with a SAR 20 million financial support budget for top finalists.
- Two new creative communities established: Saudi sound effects and film fashion.
Impact at a Glance
11,000+
participants applied across 20 entertainment segments
95
shortlisted candidates participated in the Bootcamp
21
winners announced across all competition categories
80
contestants participated in Riyadh Season 2019
60+
industry experts across 19 evaluation committees
20M SAR
financial support budget for top finalists
2
new creative communities established from the initiative
20+
entertainment fields represented at the bootcamp
Lasting Value Created
The GEA Challenges program had a profound positive effect on participants — enabling strong and durable connections with each other, bootcamp mentors, and investors. Almost all chosen participants were able to land a job, program, or collaboration within the entertainment sector. The initiative also gave birth to two new creative communities: Saudi sound effects and film fashion. The GEA Challenges' undeniable positive impact, along with tens of similar programs the GEA has held since, can be considered a major player in the authority's significant progress in finding, acquiring, and developing the Kingdom's creative talent community.