Limited access to outdoor events in the new normal has opened up more avenues for online entertainment, and the role of social media in promoting fresh talent or amplifying existing artists has surged significantly. Major celebs across the globe, including the likes of David Guetta have reached out to audiences via virtual concerts, while young people in the Middle East have been able to enjoy performances by k-pop icons on the digital stage.

Although life was upstaged by the lockdown, the Middle East explored online entertainment via streaming platforms, and these portals also gave new exposure to regional artists. The fan following that singers, actors and influencers enjoy in the Arab world, has managed to grab global attention for a local app that connects fans with celebs.

The platform called Yela, has been bringing artists and admirers together via personalised video messages, which provided moments of joy to netizens through the pandemic blues. Thanks to this increase in popularity, investments from the UK and US have poured in for further enhancement of the product.

Designed to capitalise on the space provided in the digital realm for free flowing interaction, the app also earned a right swipe from Tinder's co-founder, who is now on board as an investor. Apart from gaining ground in the Middle East among young netizens, Yela has also managed to rope in several Arab A-listers including pop-sensation Amr Diab and Haifa Wehbe.

Users have to pay for a subscription to be able to get in touch with their beloved stars, via direct messages or video clips shared by the artists, for their eyes only.

Yela is among multiple platforms that provided similar services during the lockdown, including a shout-out app called Halahi which featured the likes of Bassem Youssef and UAE-based Jeff Maximum. Another Middle Eastern app Oulo managed to create a buzz, when Ali Jaber's heartfelt message for a nurse during the pandemic went viral.