Fez – Moroccan artist Jaylann (Khaoula Moujahid) appeared on one of New York’s Times Square mega-screens after Spotify selected her as EQUAL Arabia ambassador for October 2025, a monthly honor that spotlights Arab women creators.
News of the New York placement quickly rippled across social platforms and local media, drawing praise for the visibility it brings to Moroccan talent.
Spotify-affiliated accounts in the region promoted the moment and led to more streams of the singer’s latest tracks, reinforcing the program’s goal of pairing symbolic billboards with tangible listening boosts. Fan tributes and reposts captured the “JAYLANN” masthead flashing above Times Square— a milestone the artist has described as the product of teamwork and steady support from her audience.
Launched in March 2022, EQUAL Arabia is the MENA extension of Spotify’s global initiative to “turn up the volume” on women artists. Each month, one ambassador receives on-platform promotion and a Times Square billboard—an attention driver that the company says will accelerate discovery in home markets and beyond.
The Times Square moment caps a strong year for Jaylann following the June release of her patriotic single “Ha Wlidi,” which surged to the top of Morocco’s YouTube trending list shortly after launch. In posts announcing the track, she framed it as a tribute—“This one for our country, for us”—a message that resonated widely with listeners.
“Ha Wlidi” doubles as a visual love letter to Morocco: the video weaves tbourida pageantry, zellige motifs, Moroccan tea rituals, and traditional dress such as the caftan and jellaba into glossy contemporary production. State broadcaster SNRT and culture outlets noted the clip’s dense references and family cameos, including appearances by her parents and collaborator Beathoven.
Streaming stats indicate the track stayed hot all summer, boosted by playlist placements and shares. While view and stream counts fluctuate over time, local coverage has documented the song’s rapid early climb and strong audience engagement.
Jaylann’s billboard also fits a broader pattern of Moroccan names breaking onto global screens via Spotify initiatives—from RADAR to EQUAL—signaling a market increasingly visible to international audiences. Earlier this year, for instance, rising rapper Najm appeared on a Times Square screen under Spotify’s RADAR program, a reminder that editorial partnerships can translate into marquee placements.
For Morocco’s music scene, October’s EQUAL spotlight offers both symbolism and utility: a photogenic New York moment coupled with algorithmic and editorial support designed to widen listenership. For Jaylann, it is a high-profile checkpoint in a campaign built on cultural pride, visual craft, and a clear through line from Casablanca studios to a Midtown billboard.
