Yela Raises $2M to Bring Celebrity Cameos to the Middle East

YELA: A Cameo-Like Platform Launches in the Middle East and South Asia

The popularity of Cameo, the application facilitating personalized video messages from celebrities, has experienced substantial global growth. Now, a similar service is poised to enter the markets of the Middle East and South Asia.

Securing Investment for Expansion

YELA, a burgeoning tech startup, has successfully obtained $2 million in funding to facilitate its launch. The platform will emulate Cameo by providing fans with opportunities for direct interaction with their favorite personalities through voice notes, video messages, and text communication.

The investment round was spearheaded by prominent U.S. investors. These include Justin Mateen, a co-founder of Tinder and general partner at JAM Fund, alongside Sean Rad, also a Tinder co-founder and general partner of RAD Fund.

Further U.S. participation came from Graph Ventures, led by Razmig Hovaghimian, who also serves on the board of Rakuten. Investment also originated from the U.K., with contributions from Samos Investments, Ascension Ventures, and the MENA-focused Hambro Perks Oryx Fund.

Focus on Regional Celebrities

YELA distinguishes itself by concentrating on securing partnerships with well-known celebrities within the region, individuals who may have a lesser profile in Western markets. However, this does not indicate a limited market potential.

There are over 365 million Arabic speakers actively online, and a significant demographic – over 65% of the population – is under the age of 35. Furthermore, smartphone adoption rates are exceptionally high throughout the region.

Market Demand and Key Signings

According to Alex Eid, CEO and co-founder of YELA, “There is a huge appetite in the MENA market for a premium offering in the creator space.”

YELA has already secured commitments from several high-profile celebrities. Confirmed signees include Amr Diab, the acclaimed Egyptian singer with numerous awards, and Haifa Wehbe, a three-time recipient of the Big Apple Music Award, among others.